In a world permeated by social media and mobile communication, it seems impossible to ignore the persistent thoughts inside your own head long enough to really focus on a concept like gift giving — a single act of generosity tailored to a specific person for the sole purpose of making them ridiculously, tear-inducingly happy.

I’d like to believe most people would enjoy being able to come up with a gift of that caliber on an annual basis for every single person in their lives. Realistically, only those closest to you will be afforded thoughtful presents while the bulk of others will get something for the sake of giving them something. Giving a thoughtful gift to someone you don’t know very well can prove to be a difficult task.

That is, unless you are one of the more than 17,000 Reddit users in 90 different countries who participated in the site’s second Secret Santa gift exchange, which generated over $600,000 (and counting) in purchases and set a new world record, according to a post by Hueypriest on the Reddit blog.