ALBANY, N.Y. (NEWS10) — Thursday will mark the beginning of Stewart’s Shops’ 36th annual Holiday Match Program. The program lasts from Thanksgiving until Christmas and is Stewart’s way of supporting local charities that benefit children. To date, the program has raised nearly $34M for children’s charities.

“We look forward to Holiday Match every year. We get to partner with our customers to raise money for kids in our communities,” said Stewart’s Shops president Gary Dake. “We can’t thank our customers enough for their generosity through the years and we are looking forward to a great Holiday Match season.”

From Thanksgiving until Christmas, Stewart’s will match gifts penny for penny, and dollar for dollar to donate to local charities. Last year, Stewart’s raised over $2M through the Holiday Match Program. The funds were able to support 1,716 local children’s organizations across the 32 counties where Stewart’s Shops are located.