A user may create a wish/gift list and send the list to recipients, who have the option of accepting the list. Content being viewed or recorded by recipients who have accepted the list is scanned to determine whether the content is relevant to one or more items on the list. If so, an alert is displayed on a recipient device, which can be the same device as the displayed content. The recipient may select the alert to purchase the item(s) or obtain additional information about the item(s) for a subsequent purchase.