If occasions for gift-giving are meant to be joyous, why are they often a headache? Whatever the reason – Wedding? Father’s Day? Second cousin’s dog’s wedding? -- there are challenges galore to getting the right gift to the right person at the right time. Why can’t it be as simple as “I see it, I like it, they’ll love it, I bought it”? Contrary to what one might think, the #1 gifting event isn’t a national holiday, or even Christmas or Valentine’s Day, but birthdays. It’s 365, every day. 15-20% of all transactions aren’t for the buyer, but intended for someone else, and yet retailers have traditionally boxed gift-giving into a cyclical behavior revolving around seasonal holidays. Commerce as a whole for that matter, is essentially optimized for self-shopping.
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