Gift giving 101 states that a great gift matches the distinctive qualities of the recipient. The thought put into finding the perfect, individuated gift is as important as the actual value of the present. (We assume this is how the ruthless capitalists who married religious traditions with binge shopping managed to market holiday gift giving as warm and fuzzy.) You don’t get your friend a Starbucks gift card because they go to Starbucks every day.
via Your “Thoughtful” Gifts Are Suboptimal.
