Swiftmas was an event hosted by Taylor, during the 1989 era. She would leave Christmas themed emojis on the profiles of fans, indicating that they were picked, but they did not know what they meant. Around Christmas, these fans received FedEx packages, renamed SwiftEx in permanent marker by Swift, with hand picked gifts from Taylor. Some fans received Taylor’s personal items, like a necklace, or hand picked gifts like a new candle Taylor likes. Taylor wrapped these gifts herself, as seen in her Swiftmas video.