Consumers from capital cities and the coast are choosing to show drought-hit communities they care as they Christmas shop with the help of Buy from the Bush.
The social media phenomenon has opened up ways for metro residents to directly support rural retailers, and tap into "amazingly beautiful" products.
Shoppers from Sydney, Brisbane and the Central Coast are among the more than 160,000 followers of Buy from the Bush, launched by Grace Brennan of the Warren district in response to devastating drought.
Hazel Elliott of Sydney said she was loving the movement so much that she had used one of the featured businesses for a small corporate order, and had also made her own private purchases.
She's "sharing the news" of Buy from the Bush with people she knows.
Ms Elliott said like others in the city, apart from supporting rural charities like Buy a Bale, she was struggling with how she could contribute more for those affected by the drought.
This hashtag movement is perfect and not just for Christmas.Hazel Elliott of Sydney
"This hashtag movement is perfect and not just for Christmas," she said.
"Where possible going forward, retailers from Buy from the Bush will be my first port of call for all my online shopping needs."
Sophie Bowrey of Sydney said she and others in the city were deeply concerned about "our farmers and communities in regional areas who are doing it really tough".
"My friends and I have been donating through various initiatives such as Buy a Bale however this concept I love for various reasons because it is bringing to life and showcasing some amazing small businesses and very talented Australians," she said.
"The products on Buy from the Bush are unique, often handmade in Australia using Australian wool and cotton and have a point of difference to what you find in the chain stores and department stores in the city.
"...I am hoping that we all can help these wonderful families in rural Australia have a happier Christmas."
Karen Descovich of Brisbane said she had purchased all her Christmas gifts so far through Buy from the Bush and was encouraging others to do the same.
"It's a wonderful way to stand up, support others, and give a real lesson to gift giving," she said.
Maree Pulle of Sydney says "city slickers" like herself want to help people in the bush because they "care and have respect and admiration for people on the land". She said she had shopped from three rural sellers and the products were "fantastic and amazingly beautiful".
"My family are all adults and we would normally give each other gift cards, but now I can't imagine giving gift cards when there is such a wonderful choice of handmade goods to choose from and buy to support those that need help," Ms Pulle said.
Central Coast resident Sam Chant had "felt helpless" watching what farmers were going through until Buy from the Bush gave her "a simple and easy way to support them during this difficult time".
"I could not be happier with my purchases," she said.