This year's Black Friday, like most things in 2020, isn’t going to be 'business as usual' for us.

We’ve been lucky this year at KIDLY. As an online-only retailer selling things for kids, who are still growing and still need entertaining, business has been good and we've even grown the team a little.

But we're acutely aware that many have not been so lucky. On top of the demands already placed on young families stuck largely at home this year, many people have lost livelihoods, through no fault of their own. The strain on personal finances, as well as mental well-being, must be overwhelming.

So, this Black Friday we are going to start to give back, by launching the KIDLY Family Fund. Its simple aim is to help families in need of financial and emotional support.

This Black Friday we are going to start to give back, by launching the KIDLY Family Fund.

Our fund's first initiative will be called Give Back Friday, whereby we will donate 5% of the total revenue* we receive during Black Friday week.

That money will support two amazing charities - Buttle UK and Home Start - that help families who’ve been having a tough time under Covid-19. (Read more about their brilliant work.)

Give Back Friday is just the first initiative of the KIDLY Family Fund. We aim to develop the fund into an ongoing charitable foundation that supports families facing difficulties.

I have been speaking in the we form, on behalf of all of us at KIDLY. However, speaking for myself, I have always intended to share any successes at KIDLY with my colleagues and to give a proportion of our profits to family charities.

We aim to develop the fund into an ongoing charitable foundation, to support families facing difficulties.

Although we’re not yet profitable as a business, it feels like the right time to start giving back, so I'd like you to know that, from now on, it will be a personal focus of mine to develop the KIDLY Family Fund.

I wish you a happy and healthy festive period, whatever form it may take this year.

James

*up to a total donation of £25,000