Sainsburys Poppy Appeal

On the 100th year of the Poppy Appeal and 26th year of partnership with The Royal British Legion, the support of Sainsbury’s was more valuable than ever.

In 2019, Sainsbury’s helped raise more than £3.3 million through enabling store collections, selling exclusive Poppy Appeal and Christmas merchandise.

In 2020, Sainsbury’s ensured that as many people as possible were able to get involved with the Poppy Appeal and pioneered safe ways for customers to make donations to help raise as much money to support those in need.

Sainsbury’s customers were be able to make cashless donations online and in-store at selected tills. Customers were also able to round up their shopping to the nearest pound and purchase paper poppies at manned tills.

To add to this, Sainsbury’s sold exclusive merchandise with profits going to The Royal British Legion and Poppyscotland. This exclusive range included a poppy-inspired drinks bottle, mugs and lanyards. 

The retailer also offers a poppy recycling service at all stores, for two weeks after Armistice Day.  

foreign coins

An alternative way to donate to the Legion

Donate unwanted foreign coins, notes and out-of-date coins and notes to the Legion all year round at Sainsbury’s Travel Money Bureaux shops that are currently open.

Find your nearest Sainsbury’s Travel Money Bureaux

Judith Batchelar, Director of Sainsbury’s Brand: "We’re proud to continue our work with The Royal British Legion and offer safe ways for our customers to donate in store, while pioneering new digital fundraising channels. We’re grateful to our customers, colleagues and suppliers and encourage them to support in any way they can this year. The funds raised will help to support vital projects within the Armed Forces communities during an increasingly challenging time."

Claire Rowcliffe, Director of Fundraising at The Royal British Legion: "As we face a Poppy Appeal like no other this year, we are very grateful to Sainsbury’s for our longstanding partnership which is now in it’s 26th year. The 2020 Poppy Appeal has had to adapt to the threat of Covid-19 and we’re delighted that people will be able to  get their poppies online from the Sainsbury’s website as well as in Sainsbury’s stores. The new cashless donation options in-store will enable people to support the Armed Forces community whilst doing their shopping. We hope these new ways to donate will encourage the public to get behind this year’s Poppy Appeal and show that every poppy counts as we continue to make a real difference to people’s lives, now more than ever, thank you."


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