For families struggling to make ends meet, Christmas is the tipping point that sees them ask for help so their kids can get at least one gift.
Hundreds of people are lining the streets outside the City Mission - some since midnight - as the festive season draws near and puts pressure on those who can barely put food on the table.
Fundraising team leader Alexis Sawyers said, "Christmas is a step too far for them".
"They have a choice of no Christmas, or coming to ask for help," she said.
"It's hugely humiliating and it's not an ideal circumstance and it's certainly not something we like to see.