The holiday season is bringing more than festive decorations to social media feeds this year. 

A wave of TikTok videos featuring the Angel Tree program has captured national attention, and students at Iowa State say the trend is inspiring them to learn, give and reflect on what community support looks like during the holidays.

The Angel Tree program provides Christmas gifts for children and senior adults whose families are experiencing financial hardship. For more than 40 years, the Salvation Army has collaborated with Walmart to support the program, helping provide new toys, clothing and essentials to more than 1 million children each year. 

Inside many Walmart stores, shoppers can select an Angel Tree tag and purchase items listed on a child’s wish list, or they can shop online through Walmart’s Spark Good Registry. 

Once the person is registered and approved as an “Angel,” their first name and holiday wish list are shared with donors to help bring those wishes to life, ensuring privacy while allowing the community to support families during the holidays.

Families submit documentation such as photo identification, proof of residence, and their clothing sizes to verify eligibility. After gifts are purchased and collected, the Salvation Army distributes them directly to families. 

The visibility of Angel Trees on TikTok also opened a larger conversation about the emotional significance of gift programs for children who may feel overlooked during the holidays.

“Angel Trees are important because they give kids hope,” Dornubari Godpower, a sophomore in integrated health sciences, said. “When a child wants something their family can’t afford, receiving it from someone in the community shows them they’re seen and cared for. I’ve been in similar shoes when I was younger, and it changed how I saw myself.”

For many Iowa State students, TikTok was the first place they encountered the long-lived program.

“I only heard about Angel Trees because a woman on TikTok was complaining about the items on a child’s wish list,” Godpower said.“Even though it was negative, it still brought positive attention for me because I didn’t know about the program before.”

Godpower said that despite the criticism, the trend sparked awareness that stayed with her.

“Even from a negative video, it stuck with me,” she said. “Now I think about it when I’m out shopping at Walmart. The trend really helped people find out about the program.”

For some students, the trend offered a reminder of humanity during a tense and stressful time of year.

“I’ve been seeing the Angel Tree trend, and I think it’s really cute and thoughtful,” Marty Reed, a freshman in civil engineering, said. “With how crazy the world feels right now, it reminds you to stay grounded and think about others. It brings a little humanity back.”

Reed said the program also helps relieve the pressure many families feel around gift-giving.

“There’s a lot of societal pressure during the holidays,” Reed said. “Some families can’t afford gifts, and programs like this let people show love and gratitude.”

Reed added that she hopes to see more student-centered initiatives on campus.

“If you’re a college student and you have the means to participate, I think it’s amazing,” Reed said. “I’d even love to see an Angel Tree program here at ISU for students who need support.”

For other students, the program resonates because of its direct support for underserved families and communities.

“I love the idea of Angel Trees because so many people are trying to make ends meet during the holidays,” Odelia Agyemang, a freshman in human resource management, said. “Programs like this support minorities and people in need.”

Agyemang emphasized that giving should come from willingness, not pressure.

“College students should participate if they can afford to,” she said. “If you can bless someone, why not? But it shouldn’t be something people feel forced into if they don’t have the means.”

As debates circulate online about whether recording acts of giving diminishes their sincerity, some students say the impact remains the same.

“Someone recording it doesn’t take away from the value of what they’re doing,” Agyemang said. “They’re still giving to someone who needs it.”

Reed agreed, adding that the tangible nature of Angel Tree gifts sets the trend apart from more performative online challenges.

“You’re buying something real for someone you’ll never meet,” Reed said. “That’s genuine generosity.”

As the trend continues to spread across TikTok, Iowa State students say they hope the visibility leads to more awareness, compassion and opportunities to uplift children who may otherwise go without.

“Angel Trees help kids feel included and loved,” Godpower said. “Knowing someone thought about you on Christmas means more than people realize.”

Families interested in applying for Angel Tree assistance can do so on the Salvation Army website or contact their local branch.