LA CROSSE, Wis. (WKBT) -

The American Red Cross hoped that while people returned gifts at the mall, they gave something in return. 

The organization set up an annual blood drive outside of JCPenny in Valley View Mall. 

The Red Cross says now is a time when they run into a greater need because of families traveling and inclement weather. They're hoping the wonderful spirit of giving that comes with this season continues.

"It's the opportunity to give one more gift, a really important gift, I can't say how much, how important it is,” said Scott Friell, donor recruitment representative with the Red Cross. 

"I just feel like during the holiday season we get so much, it's just nice to be able to give something back,” said blood donor Casey Schneider.

The Red Cross is always looking for donors at their buildings. You can set up an appointment by calling 1-800- Red Cross.