The annual onslaught began once again Friday, as shoppers jammed parking lots and packed the aisles of local retail stores – at an hour many of us would consider unreasonable, 5 a.m. – to take advantage of early holiday sales.

The crowds were a welcome sight in stores that have been anticipating this holiday season with a bit of unease, as many have predicted high oil prices and a poor housing market would affect sales.

As shoppers wander the aisles in search of the perfect gifts this year, it’s important to remember many will be struggling to keep up with the rising costs that led economists to their dreary outlooks. Giving to those in need should be as much a part of the holiday season as giving to those we know.

There are worthy charities and people worthy of charity in most communities in southern Maine. In a story that appeared on page 1 in last week’s American Journal, Rene Daniel, who runs the Westbrook Housing General Assistance program, said he’s already received more applications for assistance than he received all last year, and it’s not even winter yet.

“I am seeing a huge influx from people I have not seen before,” said Daniel.

Jimmy and Rose Gessner recently moved with their three children from an apartment in Westbrook to a home in Buxton, where they now have to pay for heating. “We don’t know how we’re going to pay for it,” Jimmy Gessner said.

There are plenty of families, like the Gessners, in need of some assistance this winter and plenty of opportunities to help. Here are a few local charities that provide some much needed assistance:

• The Good Shepherd Food Bank distributes, through hunger relief organizations, thousands of turkeys and holiday meals to families throughout Cumberland County. To take part in the organization’s Virtual Holiday Food Drive, go to www.gsfb.org.

• The Coats & Toys for Kids program begins its big collection push Saturday. To donate, drop off a coat or toy before 2 p.m. Saturday at Pratt-Abbott on Forest Avenue in Portland, Shaw’s in North Windham or Hannaford in Biddeford. If you can’t make it, toys can be dropped off at any Shaw’s or Hannaford supermarket until Dec. 14, and coats are accepted until Dec. 31.

• The city of Westbrook runs a program called Toys for Kids. Each year, Santa and Westbrook firefighters ride on a fire truck from home to home, delivering toys to families who can’t afford to buy much at Christmas. The city is seeking donations of toys and cash, which can be dropped off at Westbrook City Hall, 2 York St., between 8 a.m. and 5 p.m.

• People aren’t the only ones in need this holiday season. In the aftermath of the largest kennel raid in the state’s history in August, the Animal Refuge League of Greater Portland needs donations of large stuffed animals, dog beds in toy breed sizes and money. The animal shelter is located at 449 Stroudwater St. in Westbrook.

These are just a few ideas for holiday charity. If you are looking for more suggestions, find them at www.211maine.org, a network of social service agencies and nonprofit organizations.

Brendan Moran, editor