For too many of Rotorua's elderly, Christmas can be a time of loneliness and abuse, according to Age Concern.
"Elderly abuse and neglect rises dramatically over Christmas time. It's really easy to intimidate an elderly person into giving money to the family, and the term that is often used is 'you don't need it'," said Age Concern Rotorua elder abuse and neglect prevention co-ordinator Hillary Thole.
"If you have children you want to buy Christmas gifts for and are running out of money ... many people say to them [elderly] 'it's just a loan'."
Mrs Thole said elderly family members often gave in to financial pressure to avoid isolation, but regretted it later.
"Often the issue is social isolation, and social isolation is elderly abuse. In the past year I have dealt with 80 cases, and 90 per cent of those were financial abuse, and a lot of it goes unreported.