Choosing presents is like a competition.
Some people are brilliant, displaying Olympian levels of ingenuity and originality.
And others? Well, it's the thought that counts, isn't it? But there are ways to turn yourself into a gold medal present-giver, even if you're one of life's last-to-be-picked for the team when it comes to present ideas.
It was all so easy in the days when a box of chocolates or a bunch of flowers were all anyone ever gave.
No-one questioned your taste because 'style' had still to be invented.
Nowadays there's almost too much choice.
Hi-tech gadgets, silken fripperies, lotions, potions and perfumes, all turn present buying into a fraught activity.
Will they like it? Have you misjudged their taste? Have you misjudged your own? Will they be impressed by your accurate assessment of their personality, or wonder why you and they are actually friends? So, how to avoid misfires and wow everyone with your brilliant present ideas? Rule number one is never to buy something just because you like it.
It's their likes and dislikes that count.
And, in order to work out what the recipient might like, there really is nothing for it but to note down their "I wish I had that's", all year round, keep in a safe place, and look up when necessary.
This process, by the way, doesn't just mean buying what they don't already have.
The keen cook may actually enjoy chopping and slicing and not want the process smoothed with a food processor.
The woman who doesn't have pierced ears may not be waiting for the perfect pair of earrings.
And the Chanel No 5 lady won't want a bottle of new scent (but might be thrilled with a scented candle).
Whatever you do buy, always, always make it a treat because the best present ideas of all are indulgent.
If you really are stuck for present ideas then don't buy classics but sneak in an original twist.
Instead of a bunch of flowers, give a perfect pink palaeonopsis orchid.
Instead of ordinary chocs give a box of hand-made truffles by a cult chocolatier.
Make bubblebath chic by adding a bar of heavenly scented soap, a loofah and body oil, then tie up the lot in a hamman towel.
And don't forget that the perfect present idea may actually be an obvious one.
A friend of mine loves nothing more than candles - for her, any candle is gratefully received, no matter how lowly its pedigree.
But, whatever the present, always wrap it beautifully because even the humblest gift looks special tied with generous lengths of velvet ribbon.
They do say that it is better to give than to receive.
That's nonsense, of course.
But it can be a lot of fun.