Giving someone needs to rise above the ritual. I think the best gifts to give are one of the following:
1) Quite obviously, what someone craves for.
2) What introduces the other person to a new experience, especially one you think he/she should endeavour to.
3) Something he/she would otherwise not invest in himself (say e.g a Broadway musical)
I think modern life often confuses a gift with the power of underlying green notes and of course the symbolism of the obvious.
Next time you get me a gift, think hard enough so that it shows. 
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