With Christmas just days away, a local toy drive is making a final call for donations — and the need has never been greater.
The annual Toy Drive hosted by Luna’s Groceries, an Allied neighborhood business that has supported local families since 2019, officially ends tomorrow at 9 p.m. Luna’s owner Mariam Nuñez, who has run the drive for six consecutive years, says this final push is critical to ensuring every child on their list receives a gift on Christmas Day.
“For the past several years, we’ve seen the number of children we serve grow by about 100 to 150 each year,” Nuñez shared. “In the past, we’ve given out more than 1,200 toys on Christmas Day.”
This year, however, donations and participation have slowed. Economic challenges and concerns about Immigration and Customs Enforcement (ICE) presence have made some people hesitant.
“Preteens and teens are always the hardest group,” Nuñez explained. “They’re not as interested in traditional toys like younger kids are.” To meet that need, organizers are encouraging donors to think beyond toy aisles. Gift cards — such as coffee shop gift cards, store gift cards, or age-appropriate items like fragrances — can make a huge difference for older kids who are often overlooked.
The toy distribution will take place on Christmas Day, Dec. 25, beginning at 9 a.m. Families who signed up in advance — primarily store customers and neighborhood families— will come in throughout the afternoon. Children can choose their own gifts, while volunteers help distribute toys and share hot chocolate with families.
The drive is intentionally focused on Luna’s customers and nearby residents of the Allied Neighborhood, many of whom are immigrant families or newcomers who may be unfamiliar with the tradition of Christmas gift-giving.
“This is my way of saying thank you to the families who support us all year; to the kids who spend their own money buying snacks at the store,” Nuñez said. “And for families who are new to the tradition, we want their kids to experience the joy of receiving a gift on Christmas.”
While the event itself is limited to pre-registered families, the impact reaches far beyond the store. Over the years, the toy drive has become a meaningful neighborhood tradition — one that brings joy, dignity, and a sense of belonging to hundreds of children.
There’s still time to help. Donations can be dropped off at Luna’s through 9 p.m. tomorrow, Dec. 23, and community members can also support the effort simply by shopping at the store. Luna’s is located at 2010 Red Arrow Trail, Madison, WI 53711.
