The holiday season can be a difficult time for New York’s vulnerable children. Secret Snowflake is the Mayor’s Office annual holiday gift-giving initiative, which mobilizes mayoral and private sector employees to answer wishes, or "letters", from youth in-need. Through this initiative, youth in-need feel connected to a community that cares and included in the holiday season. Youth receive joyous gifts– such as board games, cards, books, movies, toys; and also crucial necessities, like clothing, shoes and coats for the winter. Over the last 8 years, Secret Snowflake with the support of business partners has helped answer more than 22,700 holiday wishes.

Info Session for Businesses Interested in Secret Snowflake 

Join us for a brief info session about how Secret Snowflake works, who is impacted, and how your business can participate this year. 

  • Friday, September 30th, 2022
  • 11 AM EST

Sign up for the info session

How Secret Snowflake works:

1. Agency partners collect letters from New Yorkers in need, such as families experiencing homelessness.

2. NYC Services provides your business with letters to answer, as well as materials to organize and engage employees in gift giving. Businesses confirm participation by October 7th, 2022.

3. Business employees collect gifts in person or mail gifts to city agencies by early December 2022

4. City agencies distribute the gifts directly to youth in-need- Just in time for the holidays!

Who receives the gifts?

  • Secret Snowflake letters are written by or on the behalf of youth ages 0-18 who receive social services from the City– including youth who are in the foster care system, shelter system, students in temporary housing, and children being raised by kinship caregivers.

City Agency Partners

  • Our City agency partners include: the Administration for Children’s Services (ACS), Department of Homeless Services (DHS), the Human Resource Agency (HRA), the Mayor’s Office to End Domestic and Gender Based Violence (ENDGBV), and Department for the Aging (DFTA).

 If your business would like to participate, please sign up by completing the Secret Snowflake Sign Up Form. no later than Friday, October 7th. 

For more information, contact Jordan Williams at