I would like to see a comment from the Shoe Store Owner about how he or she would feel if the vouchers were diverted as described below:
It could be the family buying the shoes is fairly well off but bought the vouchers from the original recipients who had some bills to pay, such as the electric bill. I doubt the electric company accepts chessed vouchers. Hence, the original recipients of the vouchers may still be wearing second hand shoes come Shabbos. But at least they will have their lights on.