Gift cards have a bit of an image problem. They're often seen as the easy option. Less thoughtful than finding the "perfect" present.

But anyone who's ever unwrapped their fifth novelty mug, football keyring or sheep-themed calendar knows the truth. Sometimes choosing for someone is the least thoughtful thing you can do.

So, we turned that thinking on its head. We coined the term Gift-Typing—the habit of buying people endless versions of the one thing they're known for—and launched a tongue-in-cheek campaign to help end it. Framed like a charity appeal, it celebrated the freedom to choose, proving that the most thoughtful gift isn't another guess. It's giving someone exactly what they want.