The object bought for someone else requires imagining a preference you do not personally share.

Choosing for someone else means setting your own taste aside. You have to hold in mind what they like, including the parts you find baffling, and resist the pull toward the thing you would want to receive. That effort is most of what makes a gift feel personal, and it is why a generic present is recognisable instantly. Attention rather than expense is what the object carries.

Before buying for somebody, write down three things they actually enjoy. Choose from that list rather than from the shop’s suggestions.