Is it possible to get gifts down to a science? With gift giving season upon us, there has been a flood of advice for consumers on how to navigate their purchases scientifically. I even got in on the action myself, writing a piece for the Chicago Booth website on some new research by Yan Zhang and Nick Epley about when people appreciate a gift’s thoughtfulness. Reviewing the research – and the journalism – got me thinking about the strengths and the limitations of bringing a scientific approach to exchanging presents. There is a lot to be said for studying gift giving, as long as we remain mindful of its limitations.