Inside, I found some old folders and papers, but there were other items too. Wrapped in yellowed newspaper was a coffee mug with my name in big bold letters, “Nancy's Mug!” Another crumpled bundle revealed a wooden nameplate from my first real job. And at the bottom of the box was a plaque that displayed a picture of me along with the proclamation, “Best Marketing Program 1988.”



All three items were a little tacky and they really didn't hold that much sentimental value. Then why had I stored them away for all these years?

It was probably because the mug, nameplate and plaque were all personalized. It just didn't feel right to throw them away, or – even worse – donate them to the local thrift store.

Why do we treasure our personalized gifts? First, people, both young and old, love to see their names on just about anything because it makes them feel special. I'm sure that when I received the desk nameplate, I was probably thrilled. I vaguely recall that a girlfriend gave it to me for my birthday, and looking back I can appreciate the sentiment and the extra time that she took to have the gift made. Her gesture was heartfelt and the result was something that set me apart from my colleagues.

Back in the 1980s when I was working at my first real job, there weren't all of the personalized gift selections that we have available today. You could choose to have an item engraved, monogrammed or made-to-order, but it often took time and was costly.

The other personalization option was the mass-marketed, low-cost imports like key chains, pencils, charms and note paper. Those drug-store displays of personalized product featured common names, and were aimed at kids and teens. But if you had an unusual name or an offbeat spelling, you were simply out of luck.

The personalization industry changed as technology became more prevalent and affordable. Suddenly, personalized gifts that once took weeks could be created in a matter of days or even minutes. The internet changed the personalized gift industry even more. Gifts that used to require planning and a great deal of consideration now became impulse purchases. To demonstrate the widespread appeal of personalized products online, Google “personalized gifts” and you will see more than 1.8 million results.

Looking at a sample of the search engine results shows the wide range of personalized products that can be easily ordered. Gifts run the gamut from picture frames to baby blankets and from wine glasses to clothing to wall art. Products range from the very inexpensive to upscale and highly innovative. Searching online, you can find some very sweet personalized baby gifts for around $20. On the flip side, there is a site selling a diamond studded pacifier for $17,000 – taking baby bling to a whole new level!

It's hard to find a product today that can't be personalized in some manner. And our love of these products seems to grow each year as we buy them for our kids, friends, family, teachers, co-workers and, yes, even ourselves.

So the next time you come across those personalized pajamas tucked away in a drawer, remember the good feeling that personalization can evoke. And also know that you will have a very hard time getting rid of any of this stuff.

Nancy Wurtzel is the owner of All About Baby, an online store that specializes in gifts for babies and young children, and personalized baby gifts. Nancy has over 20 years of marketing experience and she also consults with individuals seeking to enter the marketplace or grow their existing ecommerce business.