I used to be annoyed by it, but I don't really care anymore. I don't know if it's because I can shop online more now and I don't have to deal with the malls, etc. if I don't want to, or because I don't have that many people to buy for anyway. I kinda like making stockings, picking out a bunch of little things for someone instead of trying to find the one perfect gift. I just have fun with it and don't take it that seriously.