Salvation Army captain Karyn Wishart said she expected nearly 800 families to seek assistance over the holiday period, up from 650 last year.
The Salvo's annual Wishing Tree gift drive, held at Kmart stores across the country, is the main way to donate.
Ms Wishart said she'd been blown away by the generosity of people across the region.
“Greater Shepparton is a very generous community and they've been giving quite generously,” she said.
“We're asking people to think about giving just one gift so we can help more people.
“They can only get that help with the assistance of people in the region and businesses."
Ms Wishart also said those who weren't in a position to donate gifts could donate their time to help with toy distribution.
Kmart Shepparton store manager Dean Iellamo said donations were "well ahead" of the same point in 2019.
“I've been overwhelmed by what people have been giving out this year as opposed to what previous years have been considering what we've had with people losing jobs,” Mr Iellamo said.
“I think it's . . . the greatest thing we've implemented."
Donate at the Kmart Shepparton store or contact the Salvation Army on 5821 2666 to volunteer to help sort gifts.
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