Personalized Gift Giving Gains New Importance

The gift giving industry has transformed dramatically in recent years, with retailers and marketers alike aiming to stand out in a crowded market through curated gifts that are in line with the millennial penchant for meaningfulness. According to digital marketing specialists Thoughtshift, if in 2012, personalization was popular among those aged 35-45, today, the trend is being embraced by younger buyers ranging from 16 to 34. Many international online companies (e.g. jewellery companies like Monica Vinader or ASOS) are offering gift personalization for any purchases which are greater than a specified amount. Globalization and ubiquitous connectivity inspire a yearning for more original, curated gifts that are valued as much for the thought that has gone into them, as for the items themselves. If you are keen to get in on this new trend, consider following these tips:

Broaden Horizons when Shopping for a Friend

Research conducted by Mary Steffel et al found that gift buyers often choose gifts that are personalized to a person but they often fall short, because their choices are too narrow. The problem, say researchers, is that buyers tend to focus on the recipient’s stable traits, failing to take into account the full breadth of their interests and wishes. The gift list is therefore too narrow, and the choice made can fail to make the desired impression. Focus on the things your friends likes, say researchers, including materials for their favorite hobbies. If your friend is an artist, for instance, you might assume they have all they need to draw, sketch, or sew, but materials can be expensive and your friend may yearn for a really great brush, quality paints, or more canvases to paint on. Keep your ears open every time they point out something they like while you are out shopping or even browsing online. Comments about desired items are cherished information you can keep on a list for use several months down the line.

Go for Experiences

Researcher C. Chan and colleagues found that in general, when choosing between a material item and an experience, the latter tends to be more satisfying to recipients. In essence, the emotions that an experience such as skydiving, a relaxing massage, or a well organized feast in a park can provide – are more memorable than a physical item. There is a second reason why personalized experiences are so important: a 2017 study published in the Personality and Social Psychology Bulletin found that if you can share the experience with the person you are giving it to, all the better. The researchers noted that people “like a companionized gift more, and they feel closer to the giver.”

Speak in Your Friend’s Love Language

If you have heard of best-selling book The 5 Love Languages, then you know that human beings often have one or two preferred ‘languages’ when it comes to both receiving and giving. These languages are: gifts, words of affirmation, doing/receiving favors, the gift of time, and physical touch. In order to make a gift really personal, try to analyze which language your friend will most understand, and ensure your gift speaks that language. To work out what their language is, just think of how they normally express affection and gratefulness to you and other friends or family members. Are they always bringing you material gifts? Do they like doing chores on your behalf, or doing a favor such as driving you to work or picking up a child for you? Do they often tell you what you mean to them?

Giving a truly personalized gift involves many elements you can put together to make your loved ones feel truly special. One is to really pay attention when they mention things or experiences they are interested in. Another is to observe what things they give others. Speak to them in a language they understand; that is arguably the best way to make them feel satisfied, appreciated, and hopefully, pleasantly surprised.