Kmart's The Giving Hat™ Sparked Charitable Movement in 2015

Stylish hat contributed to $16.1 million raised for St. Jude Children's Research Hospital®

Mar 08, 2016, 09:00 ET from Kmart

HOFFMAN ESTATES, Ill., March 8, 2016 /PRNewswire/ -- Kmart shoppers rallied together last holiday season to support the 2015 St. Jude Children's Research Hospital Thanks and Giving® campaign.  The introduction of The Giving Hat™ - a stylish winter knit hat created by Kmart to encourage giving to St. Jude – engaged shoppers in new ways and contributed to an extraordinary $16.1 million in total donations by Kmart members, associates and customers last year. Since 2006, Kmart has raised more than $92.8 million for St. Jude.

One dollar from the sale of each $5 hat was added to the donation Kmart stores raised over the holiday season for St. Jude. The Giving Hat™ quickly became popular among shoppers and fueled donations; Kmart offered the item to inspire those looking to support the cause beyond just donating.

"Our donation to St. Jude would never be possible without the support from our Kmart members, customers and associates across the country," said Alasdair James, Kmart president and chief member officer. "We also saw firsthand how the introduction of The Giving Hat™ warmed hearts and heads, and brought us together to help raise funds for St. Jude in the fight against childhood cancer."

Highlights from Kmart's contributions to the St. Jude Thanks and Giving campaign include:  

  • More than 105,000 Giving Hats sold and worn throughout the holiday season and into colder winter months
  • Nearly 159,000 St. Jude Holiday Bear ornaments hung on Christmas trees last year, generating an additional donation to St. Jude
  • Hundreds of Kmart shoppers showcasing their passion for St. Jude by wearing their Giving Hats and sharing the photos on social media
  • Kmart achieving title of the No. 1 corporate giver to St. Jude for the seventh straight year

"Kmart continues to be a leader for our St. Jude Thanks and Giving campaign and we are grateful for their unwavering commitment to the children of St. Jude," said Marlo Thomas, National Outreach Director for St. Jude Children's Research Hospital. "The incredible support of their customers and associates allows us to keep my father's founding promise that no family ever pays St. Jude for anything – not for treatment, travel, housing or food because we believe all a family should worry about is helping their child live. This year, Kmart, in collaboration with St. Jude, designed and sold The Giving Hat to raise additional funds and awareness for the lifesaving work happening at St. Jude. The hat truly embodied the spirit of the season and campaign."

Kmart is encouraging members to continue to share photos of themselves and their friends and family wearing The Giving Hat on the St. Jude Shop Your Way page ( Kmart also welcomes members to post messages on the page about those in their life who may also be fighting a similar illness, which may inspire future designs of the hat.

Since 2006, Kmart Shop Your Way members, customers and associates have embodied the holiday spirit with their generous support of the St. Jude Children's Research Hospital Thanks and Giving campaign – making Kmart the hospital's No. 1 supporter. To watch a moving digital video about The Giving Hat, featuring several celebrities, including longtime Kmart ambassador and St. Jude supporter Jaclyn Smith, visit or follow the conversation via #TheGivingHat. 

About Kmart
Kmart is making shopping fun again. The retailer, a subsidiary of Sears Holdings Corporation (NASDAQ:  SHLD), is bringing back the iconic Bluelight Specials, hosting Freebie Saturdays and in-store family events for its Shop Your Way members and customers. Kmart offers customers thrilling deals and amazing finds on quality products and exclusive brands including Jaclyn Smith, Joe Boxer, Route 66 and Smart Sense.

About St. Jude Children's Research Hospital
St. Jude Children's Research Hospital is leading the way the world understands, treats and defeats childhood cancer and other life-threatening diseases. It is the only National Cancer Institute-designated Comprehensive Cancer Center devoted solely to children. Treatments invented at St. Jude have helped push the overall childhood cancer survival rate from 20 percent to 80 percent since the hospital opened more than 50 years ago. St. Jude is working to drive the overall survival rate for childhood cancer to 90 percent, and we won't stop until no child dies from cancer. St. Jude freely shares the discoveries it makes, and every child saved at St. Jude means doctors and scientists worldwide can use that knowledge to save thousands more children. Families never receive a bill from St. Jude for treatment, travel, housing or food – because all a family should worry about is helping their child live.  Join the St. Jude mission by visiting or following St. Jude on and



Brian Hanover

Symone Tripodis   

Kmart PR

Zeno Group for Kmart



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