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Bill Hulterstrom, president and CEO of United Way of Utah County, sits at a desk Saturday, Dec. 14, 2024, reviewing data related to families in need of help this year through the nonprofit's Sub for Santa program.

Curtis Booker, Daily Herald

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Bags of gifts to delivered to families as part of the Sub for Santa program are shown at the United Way of Utah County's warehouse Saturday, Dec. 14, 2024.

Curtis Booker, Daily Herald

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A bike and a bag filled with gifts for a family or child is shown at the United Way of Utah County's warehouse Saturday, Dec. 14, 2024.

Curtis Booker, Daily Herald

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Shelves of items to be sorted and packed for families being helped through the Sub for Santa program are shown at the United Way of Utah County's warehouse Saturday, Dec. 14, 2024.

Curtis Booker, Daily Herald

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Bags of gifts to be delivered to families as part of the Sub for Santa program are shown at the United Way of Utah County's warehouse Saturday, Dec. 14, 2024.

Curtis Booker, Daily Herald

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Crunch time reportedly is underway inside the United Way of Utah County’s warehouse in Provo.

As volunteers work to fill bags with books, toys, shoes and other gift items for thousands of kids across the county, a looming need remains.

With Christmas a little over a week away, the organization says that, as of Monday morning, around 600 families are still hoping Santa Claus will make a stop at their home via sponsors through its Sub for Santa program.

For more than four decades, the festive gesture has served as a lifeline to make Christmas possible for families who have fallen on tough times due to health, financial or marital status reasons.

The nonprofit says more people than ever are coming to them for help this year.

Bill Hulterstrom, president and CEO of United Way of Utah County, attributed a number of factors that people needing assistance have cited, including increased rents, reduction in work hours, job loss and health issues, among other unusual circumstances.

The nonprofit is poised to help more than 2,500 families and nearly 7,000 children this year, though those numbers may not reflect each family or child with a committed sponsor.

“This is actually the highest number of children we have ever helped,” said Michaelann Gardner, senior impact director for United Way of Utah County.

She said the previous record-high year was in 2009, when the program helped 6,700 children.

Last year, over 6,400 children from 1,665 families were served by various community members.

Additionally, the United Way of Utah County says it is seeing more people who may have never explored the Sub for Santa program in the past.

Hulterstrom said 46.7% of families who’ve applied for the program have never been helped before.

The organization says that while it’s not completely uncommon to see a dip in the number of people with the means to help sponsor a family or donate funds, it does make the United Way’s efforts to fulfill wishes much more bleak.

“And so what that says for us is … we can’t stop Christmas. Santa Claus comes when Santa Claus comes,” Gardner said. “But then that puts us in a (predicament) of, how do we handle this? How do we actually fill that need?”

Every year, the Daily Herald reports on the multiple families who are in dire situations and counting on the Sub for Santa program to help make miracles happen.

Gardner noted the emotional process of vetting families and experiencing firsthand the struggles people are facing.

“We ask for their income verification, and they’re like, ‘I’ve been out of work for like, months. I don’t have income verification,'” she explained.

But the financial strain from the cost of living seemingly is having an impact beyond Utah County. According to an October study conducted by Qualtrics on behalf of Intuit Credit Karma, almost half of Americans said they were feeling the pinch heading into the holiday season.

Many consumers say inflation and high costs have led to “significant impacts on their holiday budgets,” the report said.

The study also noted many people who are opting out of holiday traditions like gift giving and exchanges this year due to their financial situation.

But despite this year’s uptick in families needing holiday help, Hulterstrom said some people are paying it forward, as 99 families who previously received help are now reportedly sponsoring others.

“One of the real things that we want to have happen with Sub for Santa is not only help fill a need of a gap of resources but also let people know that somebody cares,” Hulterstrom said.

And there’s still time to help.

Interested sponsors can buy gifts directly for a family, including new clothing items, new toys and books. Those with limited time to shop also can make a monetary donation regardless of the amount by visiting subforsanta.org.

“The world needs a few more smiles right now, and this is just a great way to offer that,” Hulterstrom said.