After an amazingly generous response to a Christmas gift appeal, a pop up shop called Santa’s Wish is to open for one day only in Swanage, Dorset, to give local families who need it, a little extra help at Christmas.
On Saturday 13th December 2025 the shop called Santa’s Wish will pop up in the premises of the Old Brick Pizza Co at the back of The Ship Inn on the High Street between 10 am and 5 pm.
The Santa’s Wish pop up shop will take over the back part of The Ship Inn on Saturday 13th December 2025
Snowballed beyond wildest dreams
The event is completely free and open to parents and families to choose a main gift, a cuddly toy, a book, and a stocking filler, to ensure every child has plenty to open on Christmas morning.
Ian Messinger, who runs the popular Christmas shop at Herston Yards Farm, launched the appeal for preloved toys in November 2025, asking Purbeck families and businesses to donate presents so that every child could enjoy Christmas, without families being too stressed about the financial pressure.
The response snowballed beyond his wildest dreams and his shop was quickly filled with preloved, nearly new and brand new toys, games, gifts and books.
He had hoped to collect a hundred presents to hand out to families who could use a little extra help at Christmas, but once the total passed 900 and had taken up every spare space in the shop and in his flat above, his plans had to be revised.
And after a generous offer by Nathan Turner of The Ship Inn, space in what used to be the Old Brick Pizza Co will now become the centre for Santa’s Wish 2025.
Ian has started work to make his space at The Ship into a festive wonderland
“It all went a bit crazy”
Ian Messinger said:
“I never expected such a response – it all went a bit crazy and I found it very emotional. People kept turning up at Herston Yards Farm with gifts, a lot of them brand new and far too many to display in the corner of my shop that I had set aside.
“They filled most of the flat above the shop and I knew we had to find a bigger space to host the giveaway. We were delighted when Nathan said we could use space in The Ship Inn building, we could not have run Santa’s Wish without it.
“We are now going to move some tables in there and decorate the room to make it more welcoming for people so that we can open on Saturday 13th December.
“The idea was originally for people to come to Herston Yards Farm, look at the gifts we have been given and take a present for their children, but in the end everything was piled so high they would not have been able to see it all.”
Gifts have started to arrive in time for Saturday
“Everyone deserves a little magic”
Ian added:
“Now we can spread everything out into sections and invite families to take a main gift, a cuddly toy, a book and something from the stocking filler section, as well as a family board game while stocks last.
“The response from our wonderful town has been extraordinary. The kindness we have seen from the people of Swanage has been deeply moving, and we want to say a heartfelt thank you for supporting families in our community.
“We believe that every child deserves a present at Christmas, and it seems that the town agrees with us!
“This event is completely free and open to any family who needs a little extra help this Christmas. There’s no paperwork and no proof required, we’re working completely on trust, which is no less than we all deserve at this time of year.
“Many households are feeling the pinch, and there is absolutely no shame or judgement here, we’ve all found ourselves having to tighten our belts at some point, but everyone deserves a little magic at Christmas.”
Shelving for gifts at Herston Yards was swamped when an expected 100 gifts suddenly became closer to 1,000
Volunteers still needed
People have also volunteered to help take gifts down to The Ship premises, sort them into categories, decorate the room and staff the pop up shop on the day – but more are still needed to help set up on Wednesday 10th, Thursday 11th and Friday 12th December 2025.
Swanage is expected to be busier than usual for the day of Santa’s Wish on Saturday 13th December 2025, as it now coincides with the rearranged Swanage Christmas Market which was postponed by a week due to high winds.
Photos of some of the gifts should be appearing on the Herston Yards Farm Facebook page before the big day, so people have an idea of what may be available when they visit the Santa’s Wish shop.
Ian is well known for his annual over the top Christmas shop, and this year decided to spread the love around
“People have been so kind”
Ian Messinger said:
“We want as many families as possible to come along and choose a main gift, a cuddly toy, a book, and a stocking filler, and our wonderful volunteers will be at the pop up shop to offer support, ensuring every child experiences a magical Christmas morning.
“Any remaining gifts will be donated to local children’s charities, hospitals, and our contacts in social services, ensuring every present finds a loving home this Christmas.
“We would love this message to be shared with any family who could benefit from our giveaway. Christmas should feel joyful, not overwhelming, and every child deserves to feel excitement and wonder on Christmas morning.
“People have been so kind, we’ve had boxes of brand new gifts ordered especially for us, as well as some really beautiful preloved toys in perfect condition. Thank you, Swanage, for showing us what community and love really means.”
Further information
- All the latest on Santa’s Wish is on Herston Yard Farm’s Facebook page
