Last Christmas I got my girlfriend a gift card to Express, a pretty trendy spot and a place that I know she loves to shop at. Worst idea ever. I blew over $300 on the gift card and she did not react at all how I expected. $300! I couldn’t believe it, and then I talked to one of my friends who is a girl and she was surprised by how naïve I was. Naïve? I didn’t understand, and so she explained to me that my girlfriend didn’t really care how much the gift card had on it, she just recognized it as a sign that I didn’t know her at all and didn’t understand her style. This then sort of made sense to me, so I decided to do a little experiment the next time around.
Instead of spending $300, I spent half, on a brand new pair of rain boots that had been recommended to me by that same friend. I have to admit, they looked pretty cool and after I bought them I noticed a lot of really trendy and stylish girls walking around in similar types of boots. I found them in a winter boots for women section of a magazine to order them, and it was also my girlfriend’s magazine! Anyway, after I gave her my gift she was completely ecstatic and couldn’t believe I knew what I was doing. She expected another gift card and instead, she told me she was “impressed with my sense of fashion”. Haha, what a turn around. This was life changing for me as I had always viewed products value as directly related to the amount of money it takes to attain that product. I have learned since that women carry much more sentimental value in the things they wear and use.