Why a personalized gift will live again and again
Recently, I came across a box of old work files. I was about to toss all the cardboard into the recycling bin, but something made me open the dusty cover for a closer look.
Inside, I found some old folders and papers, but there were other items as well. Wrapped in yellowed newspaper was a coffee mug with my name in large, bold letters, “Mug of Nancy!” Another crumpled bundle revealed a wooden plaque bearing the name of my first real job. And at the bottom of the box was a plaque that featured a photo of me along with the proclamation “Best Marketing Show of 1988.”
All three items were a bit tacky and didn’t really have much sentimental value. So why had she kept them for all these years?
It was probably because the mug, nameplate, and plaque were all personalized. She just didn’t feel right throwing them away or, worse yet, donating them to the local thrift store.
Why do we value our personalized gifts? First, people, both young and old, love to see their names on almost anything because it makes them feel special. I’m sure when I received the nameplate from the desk, I was probably excited. I vaguely remember a friend giving it to me for my birthday, and looking back I can appreciate the sentiment and the extra time it took to make the gift. Her gesture was sincere and the result was something that set me apart from my colleagues.
Back in the 1980s, when I was working my first real job, there weren’t all of the personalized gift selections that we have available today. You can choose to have an item engraved, monogrammed, or made to order, but it is often time consuming and expensive.
The other customization option was low-cost, mass-marketed imports like key chains, pencils, charms, and note paper. Those personalized product displays at drug stores featured common names and were geared toward children and teens. But if it had an unusual name or an offbeat spelling, you were just out of luck.
The customization industry changed as the technology became more prevalent and affordable. Suddenly personalized gifts that used to take weeks could be created in a matter of days or even minutes. The Internet further changed the personalized gift industry. Gifts that used to require planning and thought have now become impulse buys. To demonstrate the widespread appeal of personalized products online, search for “personalized gifts” on Google and you’ll see over 1.8 million results.
Looking at a sample of search engine results shows the wide range of custom products that can be easily ordered. Gifts run the gamut from picture frames to baby blankets and from wine glasses to clothing to wall art. Products range from very inexpensive to exclusive and highly innovative. Searching online, you can find some very sweet personalized baby gifts for around $20. On the other hand, there is a site that sells a diamond-encrusted pacifier for $17,000, taking baby bling to a whole new level!
Today it is difficult to find a product that cannot be customized in some way. And our love for these products seems to grow each year as we buy them for our children, friends, family, teachers, co-workers, and yes, even ourselves.
So the next time you find yourself with those personalized pajamas stashed away in a drawer, remember the good feeling that customization can evoke. And also know that you will find it very difficult to get rid of any of these things.