Men's gift-guides are just knives and whiskey, says Ian Karmel

In a light-hearted commentary on holiday gift-giving, comedian Ian Karmel took to the social media platform X, previously known as Twitter, to critique the standardization of Christmas presents targeted at men. Karmel humorously pointed out that most men's gift guides are filled with stereotypical items such as whiskey, knives, and flannel shirts. His tweet, 'Every gift guide for men is like "A flannel flask to hold your knife flavoured whiskey,"' resonated with many users who chimed in with their own tongue-in-cheek suggestions for what gifts could be marketed to men. The reactions included jokes about various absurdities, such as a wooden box for a leather coaster meant for 'knife-flavored whiskey.' The commentary reflects a growing trend of humor surrounding gendered marketing, particularly for the holiday season. This online discourse has also drawn attention to the broader culture of gift shopping around Christmas, where certain themes and items often repeat across various sources including popular men's magazines like GQ and large retail stores like John Lewis. Gift guides promoted by these outlets typically suggest items like whisky cocktail boxes, warm clothing, and various leather accessories, maintaining the same narrow themes that Karmel critiqued. In contrast to Karmel's humorous observations, some individuals, like Catherine Lofthouse from Leicestershire, shared their more practical and frugal approaches to Christmas shopping, preferring discounts and charity shop finds over the traditional retail offerings which typically target masculine tastes. Lofthouse has openly embraced a DIY and budget-friendly method to holiday preparation, focusing on thoughtful gifts rather than expensive ones. This reflects a shift in perspective among consumers who increasingly value unique and personal touches in gift-giving over conventional choices. Such commentary and practices aim to challenge the established notions of what Christmas shopping entails for men, drawing attention to how marketing influences consumer behavior and perceptions during the festive season.