[sidebar]We know that’s not ideal considering the time constraint. But when you shop for multiple people, you’re likely to overindividualize—that is, to choose gifts that seem appropriate in comparison to what’s in your hand, not a person’s individual tastes. Yet, in every experiment, shoppers passed over gifts a person would like for something they thought was different or unique. In other words, shoppers focused more on variety in an attempt to show they really understood their recipient rather than sticking to what they knew would win. So how do you keep your friends and family from regifting? Consider what recipients would choose for themselves, says researchers. Taking on that perspective makes all the difference. (Need suggestions? Check out our 100 perfect holiday gifts to shower everyone on your list with health and happiness.)
