To me, a gift is more personified. It's like a small bit of the relationship you have with that person.
It's the difference between, for example, me getting my friend a Liquor Barn gift card, or going there myself and buying him a replica Crystal Skull Vodka from the Indiana Jones movie. The former may be more practical in ways, but the latter is a bit of a statement from you.
If I don't know the person I'll do a giftcard, but if I do - even if it's a book, a figurine, or some game off Steam I try to make it an actual traditional gift. When they like it, it's the best feeling ever. Isn't that the feeling you live for at Christmastime? More so than opening your own gifts?
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