Several years ago, Karl Halvor Teigen and his colleagues published an article titled, "Giver-receiver asymmetries in gift preferences." As some of us scramble for last minute gifts this Christmas Eve (not me, I'm done!), we might want to keep in mind a few of their findings. Perhaps retailers too should consider these research conclusions as they think about their marketing and merchandising strategies, though they may apply the lessons quite differently than consumers should. Here is what Teigen and his colleagues found. Gift givers and receivers have starkly different preferences regarding the nature of presents exchanged. For example, receivers tend to enjoy practical and useful gifts, but givers often opt for more exclusive, less practical items. Similarly, givers tend to prefer gift cards, while receivers would rather have cash. Finally, givers often stress about insuring that the gift will arrive on time for an important holiday or event. Receivers are much more forgiving than we think about a late arriving present. In sum, the study shows that givers might want to rethink their strategies and stop worrying quite as much as they do. Don't let stress hamper your celebration of Christmas. After all, it's not really about the gifts anyway.