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Make a child’s Christmas brighter at our pop-up store

secret santa store front

We’re thrilled to announce our Secret Santa Pop-Up Store, which will be open to the public from Thursday 5 December to Wednesday 18 December 2019 in Covent Garden, London.

Located at 3 Slingsby Place, St Martins Courtyard, London, WC2E 9AB, our pop-up store will be opened from 10am – 8pm on weekdays and Saturdays, and from 12pm – 6pm on Sundays.

Part winter wonderland, part immersive experience, the store gives shoppers the chance to be a Secret Santa for a vulnerable child. Experience the magic of Christmas first hand.

You’ll be able to buy a gift – like a hot meal, warm clothes or a safe place to sleep – with all the money going towards helping children. Or buy a gift on behalf of someone else, turning a friend or family member into a Secret Santa. Our friendly store volunteers will explain how every gift will make a child’s Christmas that little bit brighter. And all of our Santas will get a special Christmas card to say a huge thank you.

Try AI: Have your gift chosen for you

The elves working at Capgemini Applied Innovation Exchange have been busy preparing something special to help you choose the gift you want to send to a vulnerable child this Christmas., their brand new gift predicting machine, uses machine learning to detect your emotional reaction to several Christmas images.

These images have been chosen to represent the different gifts available. The jollier you respond to an image, the more likely the elves will recommend you the related gift. So, for instance, if seeing a child opening a present makes you smile the most, you will be recommended to buy a present for a child that would otherwise go without this Christmas. However, if your eyes light up at the sight of a delicious Christmas dinner, you may wish to buy a hot, nutritious meal for a child in need.

We’re so excited to be launching another way of giving people the opportunity to get involved and help children in the UK. They won’t know who it was that made sure they were fed, or that they felt loved, but you’ll know that you’ve made their Christmas that little bit brighter.


Festive Crafts – Friday 6 December – Sunday 8 December

Wreath Making Workshop – Sunday 15 December


Thank you to CBRE, one of our corporate partners, for helping us to secure the space. Thank you to Shaftsbury and The Mercers’ Company for donating the space for free.