Tony Doan is playing Father Christmas to poverty-stricken families this festive season.
Recalling his own childhood amid family financial struggles, he is digging deep for The Recorder's Uniting for Christmas Appeal and the Kmart Wishing Tree.
From his own pocket, he will provide food and toys worth $1000.
"It is about helping those who are going without," he said with his arm around seven-year-old daughter Bella.
"I will be celebrating Christmas with my wife Jess and three daughters and I hope other families will be able to do the same. Christmas hampers are important.
"When I was a kid, my Mum used to bring those hampers home from the Salvation Army. We lived in Adelaide and we didn't have a lot.
"The hampers contained food, toys and teddy bears. I would have been about 12 years old and was in a family of eight."
Mr Doan, who owns Pirie Nails at Prime West shopping centre, will spend $500 on toys, mostly for teenagers, for the Kmart Wishing Tree.
With the newspaper and Uniting for Christmas Appeal, he will outlay another $500 for food for the appeal in a similar gesture to that which he made last year.
"Last Christmas, we had $500 left from my Dad's estate when he passed so we decided to use that for the appeal," he said.
"This year we want to continue that and do a bit more."
Recorder Editor Dylan Smith thanked Mr Doan for his contribution.
"Tony remembers his humble upbringing and extends a hand to those in similar situations this festive season," he said.