Love INC of the Cedar Valley: A Heartfelt Holiday Initiative

Submitted by: Glen Keith, Executive Director of Love INC of the Cedar Valley

Each holiday season, Love INC of the Cedar Valley brings the generosity of the local church community to life through its Christmas Stores—a powerful example of neighbors loving neighbors in meaningful, relational ways. What began as an idea among three local churches has grown into a community-wide effort supported by 43 churches and hundreds of volunteers, serving nearly 800 families across the Cedar Valley.

Hosted at locations such as the Waterloo Boys and Girls Club, the Christmas Stores were created to address a real need: families who want to provide Christmas gifts for their children but lack the financial means to do so. By partnering with Love INC of the Cedar Valley, the original host churches were able to expand their reach, mobilizing additional congregations and volunteers to meet this need at a much larger scale, turning a good idea into a transformative community program.

What makes Love INC’s Christmas Stores especially impactful is their intentional focus on dignity and relationship. Families are invited to participate without the burden of income verification or justification. Instead, they are welcomed into a warm, joyful environment where they can shop for gifts for their children at deeply discounted prices—typically paying just $2 to $6 per item, with a modest maximum contribution of $30. Each gift, valued between $10 and $50, becomes a symbol of care, choice, and participation rather than charity alone.

Volunteers walk alongside families every step of the way, connecting during the application process, scheduling appointments, and serving as assistant shoppers during the event. On store day, families are greeted with snacks, conversation, Christmas carols, and genuine hospitality. The experience is intentionally slowed down to ensure every interaction feels welcoming, relational, and rooted in respect.

Over the years, the impact has steadily grown. Along the way, Love INC has learned powerful lessons: when families are invited into the solution, they experience dignity and confidence; when volunteers take time to build relationships, their own perspectives are transformed; and when churches unite around a shared purpose, the entire community is strengthened.

The Christmas Stores are more than a seasonal program; they are a living example of what’s possible when compassion, collaboration, and creativity come together. Through this work, Love INC of the Cedar Valley continues to turn generosity into tangible joy, offering not just gifts but hope, belonging, and lasting connection during the holiday season.

To learn more about Love INC, visit https://loveinccv.org/.