The Mall joins forces with ‘Secret Sheik’ to bring joy this Eid

Blackburn based Secret Santa (and Secret Sheik) is helping to spread joy to those in need this Eid by delivering gifts to vulnerable children and the team at The Mall kicked off proceedings with a £200 gift card donation. 

In addition, the shopping centre has introduced a collection area at its Ask Me Point for people to drop off gifts that will be distributed to the community before Eid. 

People can also make monetary contributions online at, and the funds will be used to buy additional presents.  

It comes after a mammoth effort from people across Blackburn with Darwen to collect and deliver over 1000 Easter Eggs to children who otherwise would not have received one – and more than 100 were collected in The Mall. 

Phil Boulding, founder of Secret Santa (and Secret Sheik) said: “When we originally started our mission, we collected and distributed Christmas presents to the most vulnerable children in our area and, as the campaign was such a huge success, we expanded out into doing the same thing during Eid for our Muslim friends.

“Each year groups from all different faiths come together to help others celebrate their festivals and it is absolutely wonderful to be part of such a diverse, and endlessly generous community.

“We are working with One Voice in Blackburn to identify and reach out to Muslim families in need this Eid and we are always grateful to The Mall, and all the other businesses and organisations we work with, for their unwavering support.”

Loraine Jones, General Manager at The Mall Blackburn, added: ‘We are thrilled to be, once again, supporting Phil and his amazing team in their Secret Sheik campaign.

“With the cost of living soaring and more families trying to make savings, it is more important than ever to ensure that no one struggles during a time of celebration.

“Our £200 donation means gifts can be purchased, but we are asking our shoppers, retailers and staff to help with gift donations if they are able to.

“Eid is an incredibly important event and after two years of restrictions families will want to be together and enjoy happy times without worrying about where the money will come from to buy presents.”

To make a monetary donation please visit or to drop off a gift please visit the Ask Me Point in Victoria Court across from KFC in The Mall.

Donations are being accepted until Friday 28th April and delivery will take place before the Eid al-Fitr celebrations start on the evening of Monday 2nd May.

©2022 Blackburn BID

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