A system for maintaining gift lists for other persons is presented. The system includes a data store and a computing device. The data store stores at least information related to items available for purchase. The computing device is in communication with and has access to the data store. Moreover, the computing device is configured to create a gift list. The gift list includes references to items that are available for purchase by a user, and that are selected by a user as potential gifts for another. Additionally, access to the gift list is controlled by the user that created the gift list. The computing device is further configured in such a way as to add a reference to an item to the gift list while the user browses the items available for purchase.