Kmart, part of Sears Holdings, called on consumers to show off their ugly holiday sweaters in a social campaign that benefitted St. Jude Children’s Research Hospital. Called #UglySweaterforBetter, consumers posted selfies, photos or videos in their favorite worst sweater on Twitter, Facebook and Instagram, and in return the retail chain donated a buck to St. Jude. Consumers spread the message to get others to share their photos, and a host of celebrities joined the campaign. In stores and online, sales of an exclusive ornament and tote bags resulted in additional money donated to the hospital. For more than 10 years, Kmart has been a top fundraising corporate partner of St. Jude and has raised more than $105 million, per a news release.