"Layaway angels" are spreading some early Christmas cheer in Charlotte, as a national outpouring of small-scale philanthropy is fueled by social media and the urge to help.

Charlotteans, inspired by news accounts of people in other cities paying off Kmart layaway accounts for strangers, have flocked to local stores to do the same. They've paid for toys, kids' clothes and gifts for complete strangers.

"It's different than just writing a check," said Ashley Taylor. "You know exactly where it's going, and exactly who's going to benefit from it."

Taylor said she took her 8-year-old daughter to the Kmart in Pineville on Monday and paid off about $250 worth of toys for a stranger's kids on layaway. She was inspired by reading news stories about similar acts, and posted about the experience on her Facebook page.

Soon, others, including friends in Charlotte and her sister in Los Angeles, were doing likewise and helping pay for toys and gifts on layaway.

"At a time when the economy is not at a place where we'd like it to be, it's such an inspiration" to see such generosity, Taylor said.

Her daughter Emma had one burning question: Would Santa still bring gifts to the family they were helping?

"I told her yes, but that this would give them some extra help for their mommy and daddy," Taylor said.

Layaway was once seen as a relic of the days before credit cards were ubiquitous, but it has seen a resurgence since the economy nose-dived.

The service allows people to set aside goods at a store and pay for them a little at a time, with a small fee tacked on.

Sears brought back layaway in 2008, and Toys 'R' Us started a layaway program in 2009. Wal-Mart brought back toys and electronics layaway for the holidays this year, and the mega-retailer has also seen "angels" paying off layaway accounts for strangers.

Layaway helps pinched customers pay for a larger purchase by stretching payments out without adding interest.

Stores such as Kmart also have reason to be happy about layaway payment help.

Some of the accounts paid for by others were close to being re-stocked, meaning payments had been missed.

In that case, Kmart returns the items to shelves and refunds the payments made so far, minus $15 in fees.

'They don't believe it'

Tana Cromwell, manager of the Pineville Kmart, said people have come in to pay off layaway accounts for others at a rate of 10 to 15 a day for the past week. She calls those whose accounts have been paid.

"Some people have hung up the phone and called back. They don't believe it," Cromwell said.

"Disbelief, overwhelming, just joy - it runs rampant."

Brianne Willard and some friends saw news stories about the phenomenon and decided to jump in. They realized they could get more money if they reached out the most efficient way they knew how: Facebook and Twitter.

"We said, 'All right, let's get this done,' " Willard said. At 5 p.m. Wednesday, the group started tweeting with the hashtag #payawaytheholiday and posting to Facebook.

They directed people who responded (many of whom were friends and family) to Willard's PayPal account.

At 8:30 p.m., Willard, 29, went to the Kmart on Freedom Drive with $370.

She asked the manager to help her find layaway accounts filled with toys and children's clothes.

While Willard was waiting, she got $105 more. In the end, they got $475 from 15 donors in four hours.

Plans for next year

Willard paid off five layaway accounts in full and three in part.

The man behind her, a father of three, was waiting to pay for his layaway account. He was buying a doll for his daughter.

Willard used the donations to pay off his balance. "He just was beyond words," she said. "He kept saying, 'Are you serious?' "

Next year, Willard and her friends plan to start collecting donations earlier. They're already working on a website.