Made me wonder why spending money on a gift bought at the said store is going to help loneliness in the elderly.
Surely the best way to combat loneliness and the feeling of isolation is to give the gift of your time.
Families can live so far apart these days that the network of close knit Families is not always there, so calling on an elderly neighbour to pass the time of day, would be a great way to help.
Remember it is not always such a Merry Christmas for everybody.