While some folks were out en masse to encourage New Yorkers to "Buy Nothing" yesterday, the Volunteers of America kicked off the holiday season by sending their Santas down Fifth Avenue for the 104th Sidewalk Santa Parade in hopes of discovering the spirit of generosity as the holiday season got underway.

VOA's Director of Communications Rachel Weinstein told NY1, "Some people who have typically been very supportive and generous in the past are not able to do as much this year. On the other hand, New Yorkers are incredibly generous and we see others compensating for what we've lost."

Don't get the Sidewalk Santas confused with the much more debaucherous and unruly annual parade put on by Santacon, which will be taking place at undisclosed locations around town on December 13th. In the meantime, here's where you can go to donate to help feed the hungry in VOA's Hope and Hearth campaign.