Why Women Are Carrying the Gifting Load
And How We’d Love a Little Help
The Hidden MVPs of the Holiday Season
As the holiday season approaches, it's the familiar, cozy sights of pine garlands, festive lights, and long gift lists that flood our minds. For many women, these are the signs of the busiest time of the year - a time when we don’t just celebrate, we coordinate, research, and plan. We’re the ones figuring out what every person needs, searching for the perfect items, and, ultimately, adding those extra touches of love that make each gift special. The ‘Love, Mom and Dad’ tag may be a dual credit, but if we’re being honest… who really thought that one through?
Let me be clear: this isn’t a callout to men or a criticism of the dads, husbands, and partners in our lives. I love my husband; he's incredible in many ways. But when it comes to holidays, gifts, and coordinating family life, many of us women step into a level of project management that could rival any corporate title.
The Invisible Load of Gift-Giving
If you've ever been the person with a mental (or written) inventory of everyone’s likes and wants, then you get it. We’re the ones keeping track of who loves candles, who needs socks, who’d love a quirky board game, and who’s been wanting a certain book for ages. And that’s just the easy part. Throw in nieces, nephews, in-laws, teachers, friends, and coworkers, and you’re suddenly curating a museum of gifts for every relationship in your life. The world knows you as the expert gift-giver, but few people understand the hours of brainstorming, browsing, and overthinking that go into the simplest 'from Mom and Dad' present.
Why do we do it? Because we care. We want each gift to mean something, to be thoughtful and memorable. But wouldn’t it be nice if there was an easier way? A little holiday miracle where someone else took on some of the searching, comparing, and deciding?
The Go-To for Life’s Moments
There’s a reason we’re usually the ones on speed dial for advice and recommendations. We’re often the first call when the kid scrapes a knee, when someone needs a dinner spot, or when friends are stumped on what to buy their own family members. That mental catalogue of what’s good, what’s trending, and what’s worth buying isn’t accidental; it’s honed through years of searching, organizing, and remembering all the things.
When it comes down to it, shopping is another extension of this. It’s not just about buying something, it’s about knowing what’s out there, what’s useful, and most importantly what’s just right for what you need.
Yet the truth is, I selfishly created Lutely as place that gives something back to me - a resource that recognizes this invisible load, helping me simplify these searches and find great options quickly so that I can focus on what matters most - living my life.
Making Shopping About the Shopper, Too
I was craving an authentic platform designed to streamline our process, so I can spend less time scrolling through sponsored and affiliate link led 'Best of Gift Lists' and more time celebrating the holiday itself. Imagine a place that doesn’t just offer endless options, but one that truly understands the holiday pressures we face and helps us make decisions with confidence and ease. Because as much as I love the art of gift-giving, I’d also love to reclaim some of my time this season.
So here’s to finding joy not just in the perfect gift, but in the simplicity of giving it. And here’s to a season where we find moments to put ourselves first - even if just a little - while making everyone else feel special.
With Lutely, don’t worry about being perfect about curating the perfect profile. The beauty of your profile on Lutely is that it’s going to continue to evolve and your profile can evolve with it. Your goal should be to make it work for you, however that is.
Ready to start organizing all your shopping finds in one place? Get started with Lutely now.
- Loren Mount-O’Brien, Founder & CEO of Lutely
