Many people think that the amount they spend on a gift is directly associated with how much the receiver will appreciate it. But as long as it meets reasonable expectations, the people you are gifting are unlikely to care too much about how you spend, said Dr. Evan Polman, professor of marketing at Wisconsin School of Business at University of Wisconsin, Madison. He also focuses on gift-giving decision-making.
The goal of gift giving should be relationship maintenance, especially on a holiday so focused on love, and gifting an activity or experience you and your loved one can do together is a great way to spend quality time together while communicating your level of care, Polman said.