Around this time every year analyst firm Nielsen gets in touch with kids across the pond to find out what electronic goodies they'd most like to see nestling under the tree on Christmas morning.
And just like last year, there's a clear winner at the top of the pack: the Apple iPad. In fact just shy of 50% of US kids between 6 and 12 said they'd love Santa to bring them an Apple slab.
That's no change from last year, though the number has increased from 44% to 48%.
Jumping in at number two is the brand new Nintendo Wii U, which hits the right buttons with 39% of mini-consumers in the US. That's no surprise, as kids love gaming, and the Wii U is the first new piece of gaming kit from the “big three” to hit the market for a while.
But after that we're back to familiar territory, with place 3 to 5 taken up by the iPod touch, iPad mini and iPhone, while sixth and seventh were taken by “a computer” and Kinect for Xbox 360.
The real point of interest, though, is how nearly all the gadgets mentioned in the list – with the exception of devices only launched this year, obviously – have seen their desirability levels increase compared to last year's list: while in 2011 only six products managed to get past 25%, fast forward 12 months and that figure has doubled.
So what does it mean? Is the ever-increasing array of shiny devices filling our lives these days making our children more tech-savvy than they used to be in general? Or is it just a reflection of that universal law that if a child wants 10 presents this year, they'll want 11 next year?
Whatever the case, it seems parents can forget about any of their income heading for that little box called “savings” – if they can even remember where it is, that is.