Mr Koia said it was hard to pinpoint other reasons apart from rising rents as to why more families were turning up to the Salvation Army in Whangarei for help with food, budgeting, counselling, education and accommodation.
The demand comes after the Northern Advocate revealed a rental crisis in Northland. The mean rental price in Northland increased by $20 in September to $390 - a 12.9 per cent increase since September last year. The national mean price of $450 a week had been steady for the 10th month in a row.
"There's been a rapid jump of people we're seeing in the last couple of weeks. Normally we start seeing an increase at this time of the year but this year there's been a number of families that have moved up from Auckland.
"Also, rising rents and issues around house affordability are starting to bite. Larger families with four kids or more will feel the biggest pinch."
Mr Koia said a corresponding increase in donations, mostly in kind, has enabled the Salvation Army to continue helping more people.
His office has been receiving donations of non-perishable items such as canned food and fresh vegetables.
Most parents, he said, wanted the best for their children and they would go the extra mile to help them enjoy Christmas.
"We need to remember that there is no break for families living in poverty. The heart of Christmas is giving and that can start with us."
On Christmas Day Salvation Army Whangarei will provide lunch to between 100 and 120 people and will give away 200 hampers with gifts for children on December 18 and 19.
Mr Koia thanked the community, including businesses, for their support and urged them to continue donating items so struggling families get through New Year and the start of school.
People can donate online at salvationarmy.org.nz or by phoning 0800 53 00 00.