# Personalized Gifting Apps Covet is a New Social Gifting App That Eliminates Guesswork By Laura McQuarrie | Published 2026-08-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/social-gifting-app References: [finance.yahoo](https://finance.yahoo.com/small-business/articles/covet-gifting-app-launches-gift-130100467.html) & [get-covet](https://www.get-covet.com/)  Covet is a new [social gifting app](https://www.trendhunter.com/trends/digital-gifting-platform) designed to change the way people exchange gifts, ultimately making the experience better for gifters and recipients. Gift-givers often struggle to know what to buy, and as a result, gift recipients can end up with well-intentioned presents that, plainly, they just don't want. The app allows users to curate a personalized marketplace of the items they actually want, and see what others in their life covet for occasions big and small. The [Covet List](https://www.trendhunter.com/trends/wannagift) is a dynamic collection that users can share with friends and family to take the guesswork out of buying for birthdays or holidays, and Covet likens it to a registry for life. "My college boyfriend asked me to pick out two pairs of earrings. He surprised me with a third pair I had never seen. We broke up," said Jennifer Mantz, co-founder of Covet. "The success of a total surprise gift is risky and leaves the giftee feeling uncomfortable and guilty for not liking it." ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 55% | Activity: 33% | Freshness: 91% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Life](https://www.trendhunter.com/life) ## Key Themes ### Key Themes Behind This Trend - **Social Wishlist Commerce:** Shared preference lists are turning gifting into a networked shopping experience where intent data can reshape product discovery and conversion. - **Life-event Registries:** Always-on registries are expanding beyond weddings and baby showers to support recurring occasions, everyday needs, and personal milestones. - **Preference-based Gifting:** Recipient-curated marketplaces reduce unwanted purchases while creating new personalization layers for retailers, brands, and social platforms. ### Where This Applies - **E-commerce:** Retail platforms can benefit from explicit wishlist signals that improve recommendations, basket conversion, and gift-focused merchandising. - **Social Networking:** Social apps have room to integrate commerce around real relationships, making personal preferences a source of engagement and monetization. - **Gift Retail:** Traditional gifting businesses face opportunities to shift from surprise-led buying toward data-informed, recipient-approved product selection. ## Related on Trend Hunter - [Curated Resale Experiences](https://www.trendhunter.com/trends/curated-resale-experiences.md) - [AI-Powered Social Gifting Apps](https://www.trendhunter.com/trends/ai-powered-social-gifting-app.md) - [Smart Gift Matching](https://www.trendhunter.com/trends/thoughtful-aipowered-gift-adviser.md) - [Cookie-Centric Gifting Programs](https://www.trendhunter.com/trends/cookie-gifting-program.md) - [Gift Finder Tools](https://www.trendhunter.com/trends/gift-seer.md) - [Customization-Forward Valentine's Day Gifts](https://www.trendhunter.com/trends/customizable-gift.md) - [Personalization-Focused Gift Services](https://www.trendhunter.com/trends/edible-rewards.md) - [AI Gift Finder Tools](https://www.trendhunter.com/trends/gift-ninja.md) - [AI Shopping Tools](https://www.trendhunter.com/trends/gift-easy.md)