"It's the thought that counts."
Exactly! When it comes to wish lists, it's time to 86 them, because it is the thought of the gift giver that counts.
Most people can tick off dozens of items they want and the "ability" to do so has only increased with the increasing materialistic outlook of our societies. When someone hands us a list of things, of items, of products, let's throw it away and start from scratch.
And let's be honest, gift-giving should not be something we can just "check" off our list of things to do either. Put some effort in.
Start with your own thoughts: walk around towns and shops or browse websites that might interest the person you're buying for - chances are, if that store or site would interest them, you'll probably find something there they will like.
Go for the gift that hits you - the one that instantly brings you to think of them. If there's some emotional attachment you have between that special something and the special someone you're shopping for, there's a good enough connection between you and the person that your judgement is spot on. Or that they will love anything you pick out for them.
Don't just ignore the lists people make of things they like; throw out any lists of gift ideas you made for other people. The watch you think you'd like to get your brother could end up being a rare edition of a book that you didn't even know existed. Gift shopping without a plan is less stressful, and you'll be more likely to connect the person with the gift when your mind's free to peruse all of those great memories you have of that person.
I find that browsing around is best when I'm shopping for Christmas presents or ideas... because I'm not "going in with a mission", but shopping with people in mind. And who knows, the earrings that you know your mom will love might just be sitting next to a classy bracelet for your little sister.