Author: Isabella Soscia, Professeur de marketing, SKEMA Business School

As the holiday season approaches, many people ponder the same question: how can you give a gift that truly stands out? For some, gift-giving is a genuine joy, while for others, it feels more like a chore. In the rush to find something suitable, many of us have resorted to the last-minute gift card, whether for a spa day at one of 253 partner wellness centers or a couple of laps around a race track in a luxury sports car. No matter the choice, the holiday season often involves a significant financial commitment. According to a CSA survey for Cofidis…