During all kinds of holidays, millions of people will buy gifts for loved ones. Which is great — except that tons of those people will make the same glaring mistake, and buy the wrong gift. What's going on?
Gift buying has become a deceivingly selfish pursuit. We don't actually look for things people want to receive. Instead, and to many of our gifts' detriments, we tend to look for things that we want to give. It's a subtle, but pretty significant problem.
Research has shown that givers tend to value the gifts they buy considerably more than recipients.