Wish list helps gift selection from central department store

The struggle is made worse by worrying whether the receivers will appreciate them as you do.

That is because you have received undesired gifts before. Often, you have to say you are delighted with a gift and will treasure it regardless of your true feelings.

Central Department Store has a plan to help shoppers overcome this dilemma with its "The Central Gift Registry" programme.

You simply list products of your choice and it would be shown to concerned parties when the occasion arrives for them to buy something for you.

Yingnit Kamolkittinon, Central's marketing manager, said the chain is the only major outlet providing the service.

It covers weddings, birthdays, new-born celebrations, graduations and retirement parties.

The idea was originally used by Western stores, he said.

Suttinee Yuvejwattana, a working woman in her early thirties, used the service after hearing about it from a friend who tied the knot recently.

Her friend found it convenient when she signed up before getting married last December.

"I like the service because you can obtain presents you really want," she said.

Central has recorded strong interest among young shoppers after introducing the campaign five years ago.

But it found that some people consider the ploy improper as it openly pressures friends to buy specific items.

Most of its members sign up for birthdays before adding on wedding anniversaries later on, Yingnit added.

The downside of the service is it robs the receiver of surprises.

The gifts are predictable being those cited on the wish list.

Suttinee said an element of surprise remains in finding out who actually bought the presents.

"It is better than getting presents you will never use and have to store away," she said.

Yingnit said Central had revived the campaign to get more customers, saying that it offers a number of advantages.

The programme offers various gift items, which range from pottery to bedding goods.

Not all locals are sold on the idea, especially those who value discretion.

People who do not want to be seen as being overly materialistic are unlikely to sign up.

Suttinee said the list was only available to close friends who are usually of the same age group and people who are not offended by the idea.

The move may be unacceptable to relatives who find it undignified, she said.

"I think the service will be popular only among young people. I would apply for the service again if I have a baby," she said.

Yingnit said the campaign will probably see a slight growth this year because of rising inflation and the higher cost of living.

Stacey International recently launched a similar programme called "Spay Gifts".

Stacey International, which specialises in gifts and flower delivery, provides a spying service for customers by compiling data about the spending behaviour of individual consumers.