Various computer-implemented services are disclosed for increasing the utility of electronic wish lists, and for assisting users in making gift purchases. One such service automatically notifies a user when an item being accessed in an electronic catalog is on, or is similar to an item on, an electronic wish list of an “affiliated” user. The affiliations may be created explicitly by the users (e.g., by completing an online form), and/or implicitly based on actions performed by the users (e.g., when one user purchases a gift for another user). Another service automatically reminds a first user who is affiliated with a second user when a known or inferred gift-giving event of the second user is approaching. The reminder may include a link to a wish list of the second user, and/or may include or provide a link for viewing personalized gift recommendations for the second user.