Target’s Black Friday swag bag giveaway is drawing widespread frustration on TikTok, with shoppers saying the mystery freebies didn’t match the hype. Now, one of the creators behind the most viral reactions is speaking exclusively to PEOPLE about why the experience felt like a letdown.

Sebastian Regium (@sebastianregium), who arrived at the store at 3 a.m. to be one of the first standing in line when the store opened, says he was hoping for something “intentional.” He tells PEOPLE he didn’t expect high-priced items — just something that felt like real appreciation for those braving the cold.

“Instead, it came across like a mix of random leftover items thrown together,” he says, adding that even a small gift card or everyday essentials “would’ve made it feel more thoughtful.”

Ahead of Black Friday, Target advertised that the first 100 shoppers who stood in line before the store opened would receive a “free swag bag filled with goodies.” Of these 100 bags, 10 were advertised to hold an “extra prize” valued at $99 or more, including a Ninja SLUSHi frozen drink maker, a Laifen SE Lite hair dryer, Beats Solo 4 Bluetooth headphones, a $100 Target gift card or a Target Circle 360 membership.

He says the night actually started off with excitement, explaining that he and his boyfriend decided to go after seeing TikTok clips about free Black Friday giveaways. 

“We’re up, we’re bored, let’s go have some fun,” he recalls, describing how they threw on jackets, drove around scouting stores and eventually lined up amid a crowd of upbeat early-morning shoppers.

But the cold set in quickly, and Sebastian says he rushed home to grab blankets and warmer clothes before returning to secure the third and fourth spots in line. After hours of waiting, he says the mood shifted instantly once he opened the bag and found a travel-size dry shampoo, electrolytes, UNO cards, NERDS and an E.L.F. item.

“I even joked earlier, ‘Watch us wait all this time and get two little things,’ and that’s exactly what it felt like,” he tells PEOPLE. “My frustration wasn’t from waiting in the cold — that part was optional — it was from the principle that Target knew people would be standing in freezing weather, excited, and this is what they chose to give out.”

Sebastian says the UNO cards in particular felt like an odd choice after the reaction online. “It added another layer of disappointment, almost like a petty moment instead of a thank-you,” he says, noting that the experience “felt like Target played us.”

Other TikTokers shared similar reactions, including Cameron (@gah.damn.its.cam), who told viewers, “This is the swag bag. And I feel like I got nothing,” before saying he was “speechless” and ready to go home. Another shopper, Jessica Michelle (@jessicamichellele), woke up at 4:30 a.m. only to find Curly Day shampoo, candy and UNO cards, writing that she had “never seen 90 more disappointed faces.”

Creator @jamxnorg also posted a nearly identical haul and joked she “did it for the lore,” though she admitted the freebies were “not worth it LOL.” Her video echoed the growing trend of shoppers comparing bags and finding the same mix of small items inside.

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Sebastian says the response to his own video has largely been unified, with many viewers telling him the experience reflects why they “stepped back” from the brand. “If this was supposed to rebuild trust, it didn’t,” he tells PEOPLE, adding that he hopes Target understands the disappointment “won’t be forgotten next year.”

Despite everything, he says the early-morning wait still created a memorable moment with strangers who bonded over the experience. “I’m disappointed in Target, but not surprised,” Sebastian says, adding that he’ll continue speaking up for what he believes in — even when the swag bag falls short.

PEOPLE has reached out to Target for comment.