The gift of choice
by Mall Rat
Even if you give an expensive gift, if the receiver doesn’t appreciate it, whether the giver likes it or not, its value will decrease.
A Wharton business professor once computed that for people who don’t like their gifts, their presents devalue by as much as a third of their original monetary value. Imagine, if you’d spent 1,000 pesos on a gift, you lose as much as 300 pesos just because you picked the wrong object to give. In fact, according to the National Retail Federation in the United States, almost half of all people below 35 years old returned holiday season gifts to stores last year.



