Strangers paying off layaways at Kmart

This is a neat story. Across the country, people are secretly paying off all or most of the Kmart layaway accounts for struggling people with young children. This began within the past two weeks, probably in Michigan. Often the account is paid leaving a balance of less than a dollar - so the account remains in the system. Skeptical? Kmart says that it has done nothing to promote this. It's just a nice thing that seems to be catching on. Reports of this kind of thing have been coming in from not only Michigan, but also Indianapolis, Omaha, and cities in Iowa, Missouri and Montana.

Curious that this should be centered around America's HEARTland?