There were no door-buster discounts, no advertised sales or coupons luring shoppers to the Christmas boutique set up in the rear workrooms of the Welfare League thrift store this week.
What drew them was need, along with direct invitations to come choose from among hundreds of brand new toys and clothes to put under the tree for the kids back at home. For free.
Selecting sports balls and 3-foot dolls, Barbies, craft kits, trucks, building sets and more from display tables festively decorated for the organization's weeklong Christmas Unlimited, moms and some dads filled large black plastic bags with goodies: a toy, a book and an outfit for each child 10 and under.
"It's amazing," Leticia Sanabria of Santa Rosa said Thursday, a lasting smile on her face while she selected gifts for her 3-year-old daughter, including a sparkly set of fancy shoes and matching accessories. "It's super nice that they do this."
"It really helps a lot," another mother, Amy Ornelas said, her sack heavy with presents for two young kids, ages 5 and 1, and a newborn.
In a decades-old tradition that started with providing toys and other Christmas treats for those in need as early as 1950, the nearly 75-year-old ladies league expects to provide gifts for about 2,000 Sonoma County children this year, all of it purchased with proceeds from the Fourth Street thrift shop it runs year-round.
It's the season of giving, after all, when agencies and organizations of every variety do what they can to bring joy to those who may be struggling, through toy drives, giving trees, adopt-a-family for Christmas campaigns, holiday feasts and more.
Firefighters are collecting toys, the Redwood Empire Food Bank accumulating groceries, Salvation Army volunteers ringing bells, all hoping to ensure there's a little something special for all during the holidays.
In the early days of its Christmas giving, the league's members sewed little dresses, built rocking horses and made or repaired other toys to distribute to the families it served, past president Earlene Reichert said.
These days, a handful of volunteer shoppers begin a year ahead of time, hitting the Christmas sales, and shop through the year to acquire children's clothing and new toys at sale prices, said Georgi Gironimi, a program chairwoman.
With a budget of $39,000 this year, they hit outlets and after-Christmas sales, often making purchases with special manager discounts provided by major retailers, she and other organizers said.
Then, as a means of empowering those who participate, it permits the parents and guardians to pick out presents from different categories to meet the needs and wishes of their children.
Each participant is given an appointed time to come to the shop and be escorted through the back rooms where the supply of clothes and toys is frequently replenished.
The League owns its building, so there's no mortgage or rent, meaning it can afford to serve hundreds of families, though budget constraints no longer permit the group to include children over age 10.
It's still "an awesome program," said Tara Lopez, of Santa Rosa, who has three sons, including 10-year-old twins.
Marisol Lara said the bulk of what her two girls would get for Christmas was inside her bag.
"It's a pretty good idea for the less fortunate," she said.