A collaboration with the Westfield High School Journalism Program

For those who just love the holiday season, there is arguably no better feeling than seeing the look on a loved one’s face when they are surprised with the perfect gift. Whether it’s the coziest holiday sweater or those long-awaited ice skates, the element of surprise makes the moment truly special. But in today’s culture of wishlists and gifting apps, is this feeling of surprise still achievable?

Teenagers and children have undoubtedly become more tech savvy, moving on from hand-written holiday wish lists to powerpoint presentations complete with links to the specific items they want. Apps like Elfster and Giftster make the process even easier, allowing users to shop their friends and family’s wish lists directly from the app.

While these apps may not appear to be extremely prominent, their popularity is growing rapidly. In 2021, ModernRetail reported that the Elfster app was serving 17 million gift givers and today, Elfster serves more than 33 million, according to their LinkedIn account.

Giftster is continually growing as well, with two million users as of 2023 and over $70 million sent to their retail partners according to giftster.com.

While these apps prioritize ease in holiday shopping, they take away the personal aspect and surprise factor of gift giving. A gift is often meant to be a personal item that you would not typically buy for yourself, a way to show your loved ones that you truly know and appreciate them. But, if families rely on these apps during the holiday season, the fun in gift giving may vanish.

Powerpoint presentation wish lists have the same effect. With specific items listed and linked for friends and family to buy, how is it possible to make a gift special?

The trend of powerpoint wishlists has rapidly spread over recent years and social media platforms like TikTok have only made the problem more prevalent. TikTok users often share their wish lists in presentation form with the goal of influencing viewers to add the same items onto their own wish lists. Not only do these posts influence users to make wishlist presentations of their own, but they discourage people from thinking of creative gift ideas that actually cater to what speaks to them as an individual.

For instance, after teenage TikTok influencer Demetra Diaz posted her long-awaited Christmas wishlist slideshow in 2023, users were thrilled. The comments were filled with phrases like, “these are the cutest ideas” and “taking notes.” “Definitely adding them to my list,” one user wrote while others commented that the products were “amazing.”

But are these really lists of amazing gifts that represent the individual or are they simply glorified to do lists?

So how about we ignore the fancy shopping lists this year, turn back the clock and put some concerted thought into what your Mom, Dad or sister might really love and get them the hockey tickets, pj set or vintage camera that they never knew they wanted. Make your gift unique and rekindle the joy and surprise factor gift giving never should have lost.

Maybe, as you hit the shops this holiday season, instead of checking gift apps or social media, dream up a creative idea or stop and ask yourself: What would Santa do?