And it is usually women who seek the perfect day. Men are more inclined to do the physical chores of putting up the lights and buying a gift for their wives. Add in how relationships change over time. What was once an easy person to buy for now has become difficult. As example, Lowrey notes that some mothers said their young daughters were easy to buy for, but then their daughters reached teen age and they became more picky.
Relationships also become strained or change.
There may be the obligatory gift for the in-laws. Perhaps there has been a divorce in the family. A family member or friend may have died causing more change and strain. Relatives or friends may have moved to another state. Gift giving strategy really changes.