Since biblical times, it has been said that "it is more blessed to give than receive" - although when I was a lad and Christmas came around such a sentiment never really rated highly.
Like most little kids, the focus was more on what would emerge from the pillow case placed at the foot of the bed on Christmas morning, and what edible treats would make their way to the table at noon.
We weren't a well-off family by any means but there was always a bit of a surprise - a bit of a treat at Christmas.
To a degree, it is something most of us take for granted.
Presents under the tree and something to defy the usual dietary rules.
But, of course, not every family can embrace the whole atmosphere of Christmas because times are a little tough out there with employment on the scarce side and wages in many jobs not exactly conducive to being able to splash out.
This is where an annual tradition (not as old as the biblical saying but 30-odd years isn't bad) comes into play.
The Christmas Cheer Appeal.
It was taken aboard by the now extinct Daily Telegraph and was equally enthusiastically embraced by Hawke's Bay Today 15 years ago.
It is all about giving, rather than receiving, and one thing I have witnessed year after year is that the Bay community is very good at it.
Through various grants, as well as business and individual donations, the cash fund nudged over $39,000 last year and the gifts, toys and food bins all filled nicely.
It meant more than 900 individuals and families, all carefully nominated by several dozen social, charitable and church agencies, were able to enjoy a time of the year they would otherwise have struggled to do.
One agency worker told me last year that one family were in tears after their wonderful parcel of food treats and gifts was delivered.
Simply tears of joy, and when the mum of the house was handed the parcel she could only sob "thanks" - it was a "thanks" effectively to everyone out in the Bay community who had done something for the appeal.
I can recall people popping in and dropping off a couple of jigsaws or a couple of packets of fruit pies.
Small touches, but in the overall scheme of things a generous example of "every little bit helps".
The 2014 Christmas Cheer Appeal is now under way again and I'm sure, as it has been in past years, the Bay community will step up to do its bit in helping create a Merry Christmas.