Are creative people better at buying Christmas gifts?
The festive period is usually a time for family, friends, eating great food and getting merry. Whatever you make of your Christmas, we all know that in this consumer driven society, a major element of Christmas revolves around spoiling those special people in your life with the perfect gift (or gifts if we are going to be realistic).
For the majority of us we put time and effort into each gift we buy, to make sure that when the recipient opens your present, their little face lights up with joy and delight. Most of us when buying gifts are driven to meet the needs and desires of the person we are buying for. This way of thinking has some similarities to how creatives in the advertising industry think when creating a campaign for a client.
Like campaign creation, when buying gifts we have a client, (the person you’re buying for). When starting the gift buying process, we research and analyse the person we are buying for, in the same way we would if you were handed a brief. For example, you’re buying a gift for you dear old nan who’s 91, you start by researching what she might need and analyse what she might want just like you would for your client.
If you are any good at buying gifts or at advertising, you’ll know that this swift analysis provides you an initial insight on what you think they may want, but to really get it right you’ll have to dig a little deeper. So you put yourself in their shoes, you ask yourself, “if I were them what would I really want to receive”? The better you can do this the better the gift will be.
A common mistake that occurs when buying gifts and in advertising, is we can become distracted by our own interests. We can easily forget that we are looking for something that will be beneficial for the recipient. This commonly happens with creative minds, as they can be very particular with what they like and what they don’t, it can be very hard to resist the temptation of presenting your client with something you adore but it’s nothing they need or want.
Having the ability to put yourself in someone else’s shoes, teamed with resisting temptation of your own likes and interests, are some of the skills needed to make great advertising. If you work in advertising as a creative then this way of thinking usually comes naturally. If these skills possessed by people in the creative industry are applied to buying gifts, then the theory suggests that advertising creatives should be the kings and queens of gift buying.
Having said that, maybe you should keep the gift receipt, just incase.