The Salvation Army’s Angel Tree Program, created to provide Christmas gifts for children from low-income families, has recently become the center of a heated debate on TikTok. While the program’s mission is rooted in generosity and community support, videos from both donors and recipients have ignited viral conversations about the ethics and expectations of charitable giving during the holidays.
Ideally, the Angel Tree initiative allows donors to select tags from Christmas trees at local malls, offices, and stores, each representing a child or family in need and their specific gift requests. Donors are to purchase these items and drop them off for distribution in time for Christmas. The initiative aims to spark conversations about wholesomeness by encouraging selfless behavior during the holiday season, but this year, social media has turned the charitable tradition into a source of unexpected controversy.
One of the first viral videos came from TikTok user @itscookiedoughh, who has since deleted her videos and account. She shared her experience shopping for two children through the Angel Tree program. The donor explained that the minimum recommended spending value was set at $30, which she chose as her total budget. The video then shows how the creator shopped for the specific gift requests on her lists.
When she encountered the requested “Baby Alive” doll and accessories, she initially chose an off-brand version with two stroller accessories, mentioning that she was unfamiliar with the toy and wanted to “wrap up” the shopping. Her husband later looked up the branded doll and suggested buying the original, which they ended up doing. Realizing this would exceed the $30 minimum, the couple decided to buy only the doll, with the donor saying, “Then that’s it. She’s only going to have one present to open on Christmas.”
Viewers were quick to react, criticizing what they saw as a lack of empathy and misunderstanding of the program’s intent. Many commenters argued that if a donor cannot or does not wish to fulfill a child’s specific request, they should select a different tag — meaning a different child to shop for — rather than substitute or minimize the gift. Others defended the TikToker, saying that any act of giving, regardless of brand or cost, should be appreciated. The discussion only intensified as more Angel Tree videos began circulating from other creators.
Last year, another TikTok user, @shayshayjay, faced similar backlash after sharing her Angel Tree haul. Her recipient had requested a $150 backpack, but due to shipping delays, she substituted the gift for other practical items, including a smaller Stanley cup.
“Timing was an issue here,” she explained in a later video. “I wouldn’t have had time to ship the backpack she was asking for.” Defending her decision, she added that a smaller Stanley was “more practical for a 10-year-old,” arguing that the popular 40-ounce version would “spill all over her book bag.”
Her reasoning, however, sparked mixed responses. Some applauded her effort to give thoughtfully within her means, while others accused her of prioritizing content over the children. Some were adamant that Angel Trees with more expensive requests should be left only for those who can truly afford them, without substitutions.
At the same time, several Angel Tree recipients have gone viral, sharing their own frustrations. One TikTok user, who later made her account private, described her haul as “frustrating,” saying that the clothes didn’t match her children’s sizes and that other gifts, like Play-Doh and a basketball, weren’t on the list. Another user, who has since deleted her video, claimed her teenage daughter received “used” gifts, including a scarf and a beanie, saying tearfully, “If you can’t afford to buy a gift, please don’t pick a name off the Angel Tree.”
These posts drew backlash from other users defending donors, insisting that recipients aren’t owed anything and should simply be thankful for receiving anything at all. Supporters of the donors argued that any contribution, however small, reflects kindness, especially during an economically challenging season.
Still, amid the controversy, many Angel Tree participants continue to share positive stories. TikTok user @cassbenelliesgarden posted a tearful video thanking her donor for clothing her 11-month-old could grow into. “I have never been more grateful in my life,” she said. “This is the first year my family needed the Angel Tree, and I hope one day I can return this favor to another family.”
Some argue that donors should do their best to fulfill the children’s specific wishes, while others maintain that any contribution is meaningful. The online spotlight has turned private acts of charity into public debates, highlighting just how complicated holiday giving can be when shared on social media. In turn, using these moments of charitable action as content can even undermine the intent of the giving in the first place.
In the end, the heart of the program remains unchanged: to bring a little holiday joy to those who need it most. For every gift that sparks debate, countless others provide comfort, excitement, and a sense of care to families who might otherwise go without. The online conversations may complicate the picture of giving, but they do not change the program’s fundamental purpose: to bring a bit of joy and relief to those who need it most during the holiday season.
For those interested in getting involved, the Salvation Army’s Angel Tree Program accepts donations both online and in person throughout the holiday season. Participants can “adopt” a child by selecting a tag from a local Angel Tree or visiting salvationarmyusa.org/angeltree, where virtual tags list individual wish lists and needs. Alongside gifts for children, the program also includes Angel Tree for Seniors, which provides clothing, small gifts, and essential items to older adults who might otherwise be overlooked during the holidays. Donors can also contribute monetary gifts to help volunteers fill any remaining tags, ensuring that every child and senior receives something special this Christmas.