North Gwinnett CO-OP: Santa Shop

Last year, the students of Gwinnett Church Transit did something extraordinary. They rallied together, shopped with purpose, and donated 327 brand-new toys to the North Gwinnett Co-Op.

Those toys became part of the co-op’s annual Santa Shop, where they transform their thrift store into a magical Christmas toy store for vetted families in need. Shelves overflow with dolls, games, and stuffed animals—each one carefully chosen to make a child’s eyes light up on Christmas morning. Parents browse with shopping carts, picturing the joy on their children’s faces as they find the perfect gifts. At “check out,” parents also select some wrapping paper because every gift deserves a little magic.

Then, volunteers—many of them from Be Rich—help load the treasures into cars, sending families home to prepare for an unforgettable Christmas morning.

While serving at last year’s Santa Shop, one Be Rich volunteer met a single mom of four. She paused, arms full of gifts, tears welling in her eyes, and whispered, “Thank you.” In that moment, the volunteer knew the mom’s thank you was about far more than toys. It was about lifting a burden, restoring joy, and giving a parent the chance to create a Christmas she never thought possible.

When you participate in Be Rich—whether giving, serving, or both—you help make moments like this possible. Moments that are about more than toys—they’re about giving parents the chance to provide for their children in a way that feels personal, empowering, and full of love.

Because sometimes, the most powerful gift you can give isn’t what’s under the tree—it’s the joy of being able to give at all.