TikTok wish lists: a new era of privilege?

Forget Santa – today’s kids are taking their gift lists to TikTok, turning holiday wishes into public demands. Is this the new face of entitlement?

I heard the other day about an eight-year-old boy who had been offered the chance to write a letter to Santa about the gifts he wanted for Christmas. To which he nonchalantly replied, “Nah, I haven’t been that good this year.”

Upon hearing this, I was flabbergasted at how bratty this kind of behavior is and how indicative it is as a sign of the times. When I heard about this, I put it down to the fact that the kid must have everything he needs, but it sounds like he might soon be on the bandwagon of virtual gift lists, as per TikTok.

Kids and adults alike this festive season have taken it upon themselves to curate lists aided by Canva and PowerPoint to bombard and pressure their loved ones into purchasing their desired gifts for them, essentially stripping away any allure of the festive season.

It seems completely insufferable that a child, let alone an adult, would make a presentation for their parents on social media. It’s a reversal of who is taking the lead: children and even adults dictating their expectations of gifts compared to the mystery of a family or group of colleagues doing a Secret Santa, for example.

The fact that there are various genres like unrealistic versions and IT girl wish lists takes away the whole craft of writing a letter or even having a conversation about your selections over a hot cup of cocoa.

In these posts, there is such a lack of respect and of actual aspiration to receive such gifts. Zero reflection about whether or not the gift is deserved – basically just “I want you to buy this for me.” Forget Charli XCX, this is spoiled brat in the traditional sense.

What's specifically preposterous is how elaborately the younger generations are laying down their expectations here. There’s zero sense of merit and lots of entitlement in this kind of behavior but it’s not going to stop there as consumer marketing is all over it already.

The entitlement epidemic: expecting luxury without effort

As previously reported here, content is being made that's driving the sensation of FOMO and TikTok is simply thriving on it. By making these lists public instead of private, it allows for the mass commercialization of what was once a holiday, and nails the coffin of the death of festivities deeper into the pinewood.

While some may argue these lists reduce wastefulness, that claim is hard to swallow – especially when people post endless products they could easily buy for themselves. Trending items, both figuratively and literally, are headed straight for the landfill.

One TikTok user, Ariana Gracie, claimed that she “wanted to barf” at the thought of going to bed with a night splint ankle device for her injury and then asked for one on a wishlist. I mean talk about having double standards. A thirty-something acting like a child.

Perhaps by sharing lists, this self expression of greed can help lists gain more traction and build up “list envy.” But the list acts as a kind of social currency that could definitely leave some peers feeling “socially bankrupt,” especially if their families can’t afford such gifts.

This complete gluttony wipes out the meaningful experiences often associated with the build up to Christmas. It hounds, pesters and manipulates family members and friends to hand over the right gift.

If anything this kind of behavior exacerbates waste associated with consumerism in a pit of selfishness and excess. It raises the ceiling for what could indeed follow, and may truly make us want to barf at how ludicrous it all is.