About 170 people participated, spending $20,000 at Williams-Sonoma, purchasing items they were likely to need for this week’s Thanksgiving feast.

The store is donating 10% of the proceeds to St Jude Children’s Research Hospital. Attendees broke out in cheer at the cash register each time a participant pledged an additional donation to the hospital.

Shipping lawyer Christopher Nolan says the firm decided to support St Jude because lead event organiser Judy Nemsick saw the link between the hospital’s mission and the Holland & Knight Charitable Foundation’s Opening Doors for Children programme.