Can I Name change for this, because im ashamed
OP said:"It’s turning my stomach as some people who post it seem to be itching for some kind of recognition of how saintly they are. Anyone else noticing the same or am I just being mean?"
I think you're being mean or upset somehow because I read this has made you "feel like shit" and delete your facebook it seems there's something else going on here with you for such a strong reaction.
You don't know they're "itching for some kind of recognition of how saintly they are". Maybe you're projecting. Now I stop myself reacting like that, but honestly I used to be like this when others did good sometimes and put it on social media and I felt like they were getting praise, recognition or "looking good" to others, and that I should be doing it and getting recognition. I think it was some insecurity with me. I prefer to keep any charitable thing private or quiet, but it doesn't mean others have to, and in this situation they can't because they're asking if there are any villagers that haven't been to the shops and can't go now because of change of virus rules. They need to advertise the offer of help in order to help. It's in the village facebook group like you said, or on their own profile, both are correct places for it. I can't find fault with that.
I'd be more on your side if they were posting what they had done after they'd done it or posting photos of themselves handing the people the presents or taking screenshots or something because that's unnecessary, and that's what I class as virtue signalling. But generally even then, if I wanted them to keep it private, why was that? Yeah, it's against my principles and I don't think it's right for them to do that, but I had bitter even angry feelings, why? that I did things in private with no praise or recognition and they did it in public with praise or recognition? That would be so bad of me. Yeah I can see that as myself having some kind of jealousy, bitterness. Really sucks to think I had those feelings and sometimes still do, though I fight it, and those feeling I had were me wanting recognition, no, actually probably more accurate is it was wanting them not to have praise, recognition or to 'look good'. I didn't want it, and didn't think they should have it. Quite awful of me. I have to fight these jealous bitter feelings I get about several things when I feel others are being praised or recognised and I could do the same but I'm not because of my own shitty issues or situations, like when someone gets a good new job, promotion, married or has a baby, because it makes me feel like shit . especially when my family members are dying to tell me the news about others like they are comparing me to them like they've done all my life. Anyway I digress.
I think what you described them posting is necessary in order to get responses to know who to help, the only other way is if village had organised a collection of presents for others in the village who hadn't had a chance to buy them before rules changed. Someone would have to organise that though,then they'd be getting criticised I suppose.
In this situation that OP described, private message isn't feasible. As PP said they can't private message everyone in the village and it sounds like people in your village just wanting to help each other out.
Like in the first lockdown people in my village were advertising their availability to help and doing all sorts for other villagers, going to the supermarkets and other shops, delivering prescriptions and other stuff. Not virtue signalling and I don't think a negative reaction is necessary at all. It's great for people to help each other yes we should all. If they actually help people or even just truly want to and they feel good about it, so what! Nothing wrong with that. Being "smug" as someone mentioned is something different, but even that can be down to interpretation.
If what you're saying about the pregnant woman is true though that would indeed be odd and give me negative feeling.