Jeff Johnsen knew the churches that contacted him always meant well.
They typically started calling right around Thanksgiving, asking to be connected with a family they could provide with a Christmas basket, some food or presents for the kids.
He was definitely the right person to approach. As executive director of Mile High Ministries, Johnsen works primarily with Denver’s poor and homeless families.
But 16 years ago, he decided to put an end to such holiday matchmaking.
“To be honest, watching people get help like this made me cringe a little bit,” John- sen said. “It didn’t always feel right.
“A lot of us (at Mile High Ministries) saw over and over again that there was a hidden price being paid by some of the families that were served,” Johnsen said. “You could see it in a dad’s face. These generous gifts were also a reminder to him that he couldn’t provide for his family that year.
“I decided there had to be a better way to bring people together.”
That better way sprang from an impromptu conversation after a Thanksgiving dinner with friends.
Wouldn’t it be great, Johnsen wondered, if they could set up a store open for only one day and sell toys at steep discounts?
Everyone agreed, and they started beating the bushes for money. That year, $75,000 rolled in, and The Christmas Store was born. Parents who qualify can shop for new toys and clothes at 75 percent off retail prices. The maximum price for any item is $5.
Working at the store has proven to be so rewarding that hundreds of would-be volunteers are turned away each year. “I wish we had something for everyone to do — and we will if our donations rise,” Johnsen said.
This year, the store opened Dec. 8 to the parents of more than 900 Denver-area children. Shoppers found a glorious inventory of many of the hottest, hippest, most popular goods making kiddie Christmas lists this season.
The Christmas Store purchased its 2007 inventory with $40,000 in donations. The Wal-Mart Supercenter on West Colfax Avenue in Lakewood provided the toys at a discount and allowed a few of its elves, er, employees to do all of the shopping and delivery.
Among them was Georgette Contreras, who works in Wal-Mart’s floral department. For the past six seasons, she has stayed after work and used her days off to pull together The Christmas Store’s offerings.
“I love knowing that children who don’t have easy lives will receive nice presents from their parents, who want to give them so much and a lot of times can’t,” she said.
Dignity is perhaps The Christmas Store’s chief product, Johnsen said.
“Some parents save all year for this,” he said. “It is thrilling to watch them walk out of the store because it’s pretty obvious that they’re feeling great.”
Christine Tatum: 303-954-1503 or ctatum@denverpost.com
