However, most of these personalized items were considered cheap imported gifts aimed at kids and teenagers. And, if you had an unusual name, you were out of luck because all these novelty products were pre-made at factory with most common names of day.

While there are still many of these low-ticket items available today, personalized products industry has grown and evolved over past forty odd years. Probably biggest change that has moved industry forward has been advances in technology.

Lower costs for machinery means that it’s now possible to have personalization equipment in decentralized locations rather than one central processing plant. Additionally, personalized gifts that once would take weeks to obtain can now be created in a matter of days or even minutes. Consequently, gifts that once had a long ordering lead time, are now almost impulse buys for today’s busy consumer.

Computer-driven technology also has made literally thousands of personalized gift choices in a variety of price ranges available to consumer.

BUYING AND SELLING What type of companies sell personalized gifts? Major catalogs, countless ecommerce sites, upscale department stores, specialty boutiques, general dry-goods retail storefronts, drug store chains and thousands of small entrepreneurs.

What types of personalized items are consumers buying? Almost anything can be personalized, so choices are many.

Just pick up a catalog and you will find robes for adults and kids, fine crystal, quilts, keepsake gifts for newborn babies, expensive gifts to mark a graduation, wedding or anniversary, a variety of clothing and even furniture. Visit a local retail store and you will find stationery, jewelry, wall art, T-shirts, mugs and dinnerware, glasses, picture frames and much more.

Why are these gifts so attractive for so many sellers? Any retailer will agree that a personalized gift means a little more effort up-front, but in long run fewer returns. Plus, these products often carry a higher price point -- and therefore profits -- making these gifts very attractive.

AMERICANS LOVE PERSONALIZED GIFTS While you may find some personalized gift items in other countries, you will not see same wide range of products that are found in U.S. Why has personalized gift market thrived here at home?

It’s really pretty simple according to those who study consumers. Americans -- young and old alike -- love to see their names on a product because it makes them feel special and unique.

And, American consumers are always looking for products with a slightly different spin, and this, too, is accomplished by purchasing a personalized product.

Faith Popcorn, who studies and reports on nationwide trends, has coined word "egonomics" to describe personalized product phenomenon. Other trend forecasters agree that personalized gift industry is here to stay and will continue steady growth as more products are brought to market in response to consumer demand.