It's a conspiracy no one has yet figured out

How come every year there is an apartment fire reported on the news the morning of Thanksgiving? I think it's designed to spur more giving. I have a theory that the Salvation Army sends its militia out, with incendiary devices, to all major cities across the United States. They do this under cover of darkness to remain unseen, as well as to ensure there are as many people as possible ending up in the parking lot in bathrobes, for all the cameras.