Christmas lights are being switched on, the shops full of festive foodstuff and gifts, and children’s eyes are sparkling at the thought of a visit from Santa.

Nothing wrong with that at all. But more people than ever will be dreading the request for gifts from their families and wondering how they can put a festive meal on the table.

Today the Keighley News launches its annual Christmas appeal, for the Salvation Army, supported by the Airedale Shopping Centre and for the first time we welcome Sainsbury’s on board — a generous gesture.

The concern of the Salvation Army this year is that they may not be able to meet the increased need for presents due to the ongoing recession.

Throughout the year they have noticed a drop in cash donations.

That, of course, is not unique to the Salvation Army. Other local charities, volunteer groups and, no doubt, places of worship are feeling the pinch. They too are staging their own efforts to help others in need.

What this yearly appeal is not about is making people feel obliged, or uncomfortable. There will be those who would love to give — but are unable to.

For those who can it is not about the latest all-singing, all-dancing electronic gizmos. The shopping list published today speaks for itself.

All those who will benefit from your kindness will have been referred to the Salvation Army by various bodies.

We share the faith in the goodness and caring side of the generous people who live in this area.