Writing letters to Santa has changed over the years… normally about this time of year I have to vet my Amazon wishlist and co-ordinate with my family via http://www.alliwantforchristmas.com/ to swap wishlists. The site works, but it's done nothing new in the four years I've been using it, at best it offers some possible sites you might find the item you are looking for. The advantage it offers over Amazon's service is that you aren't tied to one retailer and you can offer a link to the best place to buy an item.
There is a new site in town with appropriate Web 2.0 name too; Wishli.st is a site created for the UK market. It has some great unique features, but also some critical downfalls. It breaks the mold by allowing micro-payments towards gifts on your wishlist, so you can pick the things you really want and allow your friends and family to chip in until you have the funds to buy the item outright. The shortfall is that items have to be chosen fromand puchased at a limited list of retailers, meaning you can't find the cheapest on the market and you are restricted on the items you can actually choose.
The existing retail partnerships are predominantly with the websites like Firebox and I want one of those, sites that are aimed at people buying presents, the problem is the stuff they sell tends to be lowcost or at least fun and frivolous with a wide target audience, rather than the kind of items you want to add to a wishlist i.e. specific and specialist items that often relate to a hobby or an interest – where you need that expert existing knowledge to know which item is appropriate. I don't see the point in adding stuff from Firebox; pretty much all their stock is passable and fun, thats the point, but none of it is stuff I really want – it's the stuff i'd buy someone if they didn't have a wishlist.
The micro-payments concept is a good one, but for the idea to succeed they need remove the dependancy on retailers to allow it's use for niche markets. A Web 2.0 app that ignores the Long Tail needs to reconsider it's approach.