Behind the Brand

Cheers to 130 Years!

One year; twelve stops; $20,000 donated per location, and over 1,400 gift cards given away... It’s time to wrap up our 130th Anniversary celebrations.

To commemorate our 130-year legacy, we visited 12 hometowns across our 16-state footprint to thank loyal customers for their support. At each stop, the first 130 customers anxiously waited to receive gift cards ranging from $5 - $500.

In addition to giving back to customers, we gave back to their beloved hometowns by donating $20,000 to our Project Hometown national partners’ local affiliates. Donations helped build homes in our southern communities, kickstarted the development of a new neighborhood, rebuilt family shelters and more. Check out the journey we embarked on over the past year.

  • February -  A $12,000 donation to the Salvation Army of Winchester helped rebuild a family shelter while filling closets with towels and other daily essentials.
  • March – Customers celebrated amidst Charleston, South Carolina’s charm and sophistication with a $20,000 donation to Charleston Habitat for Humanity, cupcakes from a local bakery, mocktails, and 130 prizes.
  • April - Modern. Southern. Style. came to life in Savannah, Georgia as customers indulged in King of Pops, received balloon animals, had their faces painted and more. Kelly Freese, Store Manager, expressed how our $20,000 Family Promise of Greater Savannah donation was “a fantastic opportunity to give back and make sure we help keep families together when times get tough.”
  • May – Customers celebrated mom with an event at her favorite store! Lakeland, Florida hosted an event complete with sweet treats for mom (and her loved ones). In addition, we extended a helping hand with a $20,000 donation to Lakeland Habitat for Humanity.
  • June – Can’t forget dad! Nettie’s Bakery and Bearwaters Brewery showed up for dad in Waynesville, North Carolina as customers shopped amongst live music from a local artist. In addition, Haywood Habitat for Humanity committed to using their $20,000 donation from Belk to build the first home in a new neighborhood.
  • July – While outdoor adventure is abundant in Sevierville, Tennessee, we brought families inside for a morning to enjoy Applewood Farmhouse’s apple fritters, live music from Stephen Goff, and brews from Smokey Mountain Brewery. We donated $20,000 to the Sevierville Salvation Army to help them do as much good, for as many people. 
  • August – We went back-to-school in the heart of Georgia where our Macon store had Casserole Shop cookies, refreshments from Cast Iron Catering and sweet tunes. We marked our nearly 80-year commitment in town by donating $20,000 to the Salvation Army of Central Georgia.
  • September – Harrisonburg, Virginia’s celebration featured Heritage Bakery treats, southern staples of lemonade and tea, and a DJ. The Salvation Army of Harrisonburg prides themselves on doing the most good, for the most people and we wanted to bring that vision to life, so we were honored to donate $20,000 to their cause. 
  • October – Home to Ole Miss, Oxford, Mississippi was the perfect place for a tailgate-inspired event with touchdown treats from Taylor Grocery Catering and Avien’s Eatery, music from DJ Kevin Russell and more. We recognized the town for 90 years of support with a $20,000 donation to Habitat for Humanity Oxford-Lafayette County.
  • November – McKinney, Texas gave us a warm welcome, y’all! The celebration kicked off with a $20,000 to Habitat for Humanity Collin County. Then, the Thanksgiving-inspired event provided holiday bites from Wendy Krispin Catering, a welcome from Mayor Fuller, and music from the Maylee Thomas Band.
  • December – We went home for the holidays where it all began 130 years ago in Monroe, North Carolina to host a Christmas themed event with hot cocoa, treats and music from DJ Charles. It was humbling to spread holiday cheer with families through our $20,000 donation to Union-Anson County Habitat for Humanity.


It has been quite the year and we’ve loved every minute of celebrating with our loyal supporters. Stay tuned to see how we’ll wrap up the fun in Hattiesburg, Mississippi.

Until then…thank you for 130 years! Here’s to another.