Wirecutter’s Jason Chen Breaks Down Your Biggest Black Friday & Holiday Shopping Doubts

Jason Chen answers your top Black Friday shopping questions. Jason Chen answers your top Black Friday shopping questions.

16. How to Choose Meaningful Holiday Gifts Without Overthinking

Focus on recipients’ interests, set a budget, and prioritize thoughtful, practical gifts.
Focus on recipients’ interests, set a budget, and prioritize thoughtful, practical gifts.

One of the biggest dilemmas during the holiday season is figuring out what to gift each person. Jason Chen encourages shoppers to focus more on usefulness than novelty.

Jason’s gift-buying formula:

  • Choose items that solve a problem.
  • Pick practical essentials that people don’t usually buy for themselves.
  • Avoid overly specific items unless you know someone’s exact taste.

Examples of good universal gifts:

  • Cozy blankets
  • Portable chargers
  • Travel accessories
  • Coffee tools
  • Smart home gadgets
  • High-quality water bottles
  • Scented candles with gentle fragrance profiles

The real secret:

“A thoughtful, well-tested product will always beat a trendy gift that loses relevance in weeks.”

He strongly suggests avoiding impulse novelty gifts, saying they often end up unused or regifted.