We all have that one person in our lives who wants the same thing, year in, year out. Maybe it’s socks, a book or even a gift voucher. Although you can keep giving them what they ask for, which is hugely satisfying, it can leave you feeling like you’re not putting in the extra effort for them. Base your gift item on exactly what they want but take it up a notch. For example, change a pair of socks into a membership at the London Sock Company where they send you socks every month! Or give them a 6-month subscription to The Willoughby Book Club where you can receive new books through the post. After all, you don’t have to re-invent the wheel to give a great gift!