The Thought is What Counts

Have you ever wondered why we say that when we receive gifts?

That may be because we usually buy gifts for the pleasure it gives us. When we choose, we rarely think about the recipient. That's the conclusion Federica Furino reaches in her article for La Stampa.

Whether we buy gifts throughout the year, or procrastinate until the last minute, we rarely think if they will be liked. Because a purchase is made first and foremost to satisfy the buyer. And that is true also for online purchases, according to Furino. Maybe so.

If the thought is what counts, then why not put some thought into it?

It's not that difficult, really. Let's see, the ultra high tech for your grandmother, the latest novelty for you ultraconservative father. A perfectly appropriate and useful gadget to project rainbows on the walls throughout the year for mom. The exclusive limited edition item for your snobby sister, no matter what the item, and maybe a Christmas decoration or two for those on your list who love this time of the year all year around.

Here's what I do. When I meet people, I listen carefully to spot the things, causes, flavors they're passionate about -- what they say. Like every good marketer, I also observe very closely what they gravitate towards, wear, and tend to light up about -- what they do. From all that, I am willing to learn their story. Even the new story of family and long time friends.

Then I proceed to do the following. Whenever I'm back in Italy, I shop for my trendy and fashionable friends here. At open markets -- there are many every week in about every town and city in the country. In little tucked-away places, not the tourist meccas for sure. Since I've been accused by merchants more than once of looking for something that is not the fashion of the moment, you can bet that what I'm looking for is what will be in fashion next year. I've been proven right more often than not.

I shop for my Italian friends and for family here. Sports goods and fashions that won't break the bank. The latest technology item for the geeks, they also are available in plentiful quantities, colors and versions. Books and music for those so inclined, also available in 'long tail' supply -- I can find just about anything on Amazon or eBay.

Because we tend to like exotic things, those items that are not available in our own backyard, this strategy I perfected over the years works very well. When all goes well, people get to keep their gifts. Otherwise, they just swap.

Grandmother gives the high tech gadget to father, who loves technology. Mom gives the rainbow to the snobby sister who needs a pick-me-up when moody. The novelty item goes to grandmother; after all, she's been around for a while. Grandfather likes the exclusive limited edition item and the Christmas decorations are in good hands, even in July.

Merry Christmas everyone, and thank you for getting in the jolly spirit with me.

Comments

[Joaquín]

Hi Valeria,
Do you really agree with Federica? I mean, the ONLY reason I´ve been to a mall lately is to buy my sister the thing I knew would make her happy, and when I bought it I only thought of her (what pleasure can I obtain out of buying a purse?). Feeling pleasure in knowing that she´ll like it and then I buy it, that yes. And by your post I sense that´s what you get too.
Merry Christmas.

[Drew McLellan]

Great post! Christmas is just about the only time you can drag me into a mall without some sort of bribe. But I love shopping this time of year.

Why? Because one of the most satisfying parts of the holidays for me is shopping for that "just right" gift for someone in my life. I love knowing them so well or remembering some tidbit from a conversation that leads me to the perfect gift.

Underneath that gift is the message -- you matter enough to me that I took the time to listen and to search for a gift that will matter to you. And show you that you matter to me.

That, I love!

Drew

[Valeria Maltoni]

Joaquin - of course I liked Federica's article because it was half in jest. And that's how I extended it in my post.

Drew - your post is a great build on my point. I think your curiosity on wht's out there also contributes to your going shopping.

So refreshing to see two guys get the whole gift thing!