Finding the right Christmas present can feel like a high-stakes puzzle. You want to make your friends and family smile. You also want to avoid the dead-eyed “Thanks” that follows an uninspired gift card.

This year, the average person in the UK is expected to spend close to £600 (USD$815) on Christmas gifts. According to the latest data from the National Retail Federation (NRF), Americans spend an average of $902 each Christmas. That’s a lot of money—and a lot of opportunities for disappointment.

But new research suggests that the most meaningful presents aren’t necessarily the priciest. They’re the ones with a personal touch.

The science of feeling seen

In a world overflowing with mass-produced goods, personalized gifts stand out. Researchers found that they’re often considered “particularly meaningful and thoughtful.” They trigger a unique emotional reaction called “vicarious pride,” when the recipient mirrors the giver’s sense of satisfaction in creating something special.

“For pride isn’t felt solely from our own achievements—it can also come from appreciating someone else’s accomplishments, including a well-conceived personalized present,” write researchers in marketing in a blog post published in The Conversation.

The best gifts, the study notes, delight and surprise. They also demand some sacrifice—time, thought, or creative effort—from the giver. That investment changes the gift from a simple object into an experience that can lift the recipient’s self-esteem and make them feel valued.

Imagine a cushion printed with a photo from a shared adventure. Or a mug etched with an inside joke. The object carries the weight of the moment it represents, plus the intention that went into making it.

And for those hunting for science gifts—yes, you can personalize those too. Whether it’s a microscope engraved with a budding biologist’s name or a custom star chart for an astronomy lover, the principle holds: the more the gift reflects the recipient’s identity and shared history, the more it matters.

When thoughtfulness meets sustainability

Personalized presents don’t just make emotional sense—they may also be better for the planet. Recipients of custom items are more likely to care for them, repair them, and delay replacing them. This can extend the item’s lifespan and reduce waste.

A personalized water bottle, for example, could replace thousands of single-use plastic bottles while serving as a daily reminder of the giver’s thoughtfulness. That makes it both a sustainable swap and a personal connection you can sip from.

Brands have taken note, offering endless ways to customize everything from T-shirts to gardening tools. Done right, these platforms make the process easy while keeping the giver’s personality front and center. Even small touches, like including the giver’s name or a note about the customization, can strengthen the social bond between giver and recipient.

Gift-giving has always been about connection. A store-bought item can make someone happy. But a present tailored to the recipient? That’s a memory in a box, waiting to be unwrapped.