It’s the time of year that should be filled with holiday cheer - decorating, singing and spending time with family, said Alfonso “Alfie” Picone.

But when customers of his DiMaggio’s La Dolce Casa Restaurant in Tamaqua tell him about their lives - he knows that so many are struggling.

“We are shopping and decorating and there are people who are fighting to stay alive,” he said. “Every day you hear about people dying from cancer, people fighting cancer. We are losing friends and family.

“I’m a sensitive person, and it touches me, hearing these stories every day,” he said.

To help, Picone will hold a fundraiser at his 16 W. Broad St. restaurant on Thursday for the American Cancer Society. Ann Marie Calabrese and Lori Kane, volunteers from the organization’s local unit, will accept donations from patrons beginning at 5 p.m.

“They can donate 50 cents or a dollar, whatever they would like to do,” Picone said.

Calabrese and Kane will also sell chances to win one of four $500 gift cards to Boyer’s Food Stores, with proceeds benefiting the local unit.

La Dolce Casa employees will wear pink shirts embossed with ribbons - symbols meant to increase cancer awareness.

And, Picone said, La Dolce Casa will turn over a portion of its proceeds that day to the cancer society. Those who aren’t able to visit may contribute through www.CancerTelethon.org. Prayers, too, are welcome, he said.

“This will let them know they are not fighting alone,” he said.

Picone began thinking about a cancer fundraiser earlier this year.

It’s why, he said, small pink trees and pink ornaments compliment his always expansive - and glittery - Christmas display.

“A lot of people are saying, ‘How come you went pink this year?’” Picone said. “The reason is we want to support those with cancer, the ones who are fighting and the ones who lost their lives to it and other cancers.”

Picone celebrated 35 years in business, and is thankful for the support he receives from the community.

“That is what inspires me to help,” he said.

Most recently, the restaurant prepared and gave away Thanksgiving meal giveaway to 700 residents.