Deadweight Loss of Gift Giving>

Came across an interesting article that discusses Christmas gift giving from the perspective of economists. Why bother giving a $100 gift to someone who will only appreciate it at $50? There is a loss of half of a Christmas gift, can we not maximize our gift giving by taking care of that deadweight loss?

Turns out an economist has contemplated the best way to maximize gift giving and minimize deadweight loss. Check out some of the articles on the topic from UPenn and Freakonomics, and a link to the actual paper (JSTOR)