Sainsbury’s opens ‘giving store’ pop-up to collect food and gift donations


Sainsbury’s has launched its ‘Giving Store’ in London’s Covent Garden, where customers will have the chance, using pre-paid tokens, to take goods from the shelves and donate at the tills to people in need.

Sainsbury’s invites parents to join them with their children at the Giving Store, which will house priority items as advised by local food bank partners. From non-perishable food and toiletries to toys, products for those in need will line the shelves ready to be donated. Families will be able to explore the Dickensian-style shopping experience with characters showing them the way, from completing their own decadent Christmas dinner through to discovering an epic secret snow-filled forest.

At the end of the experience, shoppers will reach a traditional check out, where items collected earlier in the shop will be placed in interactive donation containers ensuring all customers experience the true joy of giving.

The UK retailer has launched the Giving Shop in a bid to make Christmas, Christmas by giving to others this year and helping those in need.

Judith Batchelar, Director of Sainsbury’s Brand, says: “If every person doing their Christmas shopping this December donated one extra item – be that a can of soup or a roll-on deodorant – over 50 million products could be donated to those in need this festive season.We want to do what we can to encourage shoppers to donate food and toys and do so in a way that teaches children the importance of helping others, particularly around the festive season.”

The store will be a child-focused experience which brings to life the importance of giving to others and donating to charity, inviting families to help the retailer brighten a million Christmases.

The pop-up will be open from Thursday 5th to Sunday 8th of December and will be located right in the heart of London in Covent Garden.


Sainsbury’s Giving Store


11 Short Gardens




Thursday 5th December to Sunday 8th December


Thursday 5th December – 16:00 – 20:00

Friday 6th December – 11:00 – 20:00

Saturday 7th December – 11:00 – 20:00

Sunday 8th December – 11:00 – 20:00

Customers will be asked to pay a £5 donation for their ticket to enter the store, which will go to local charities. Children are free.