Quality beats quantity every time, and that’s what you should keep in mind when shopping for gifts this holiday season.

You know the old saying, “Men buy, women shop?”

Well, there’s actually psychological research to back that up.

You maybe don’t like shopping, which makes this time of year pretty difficult, but we’ve got your back.

This guide will help you shop for her, your buds, your kids (if you’ve got any), and the rest of your family and make sure what you’re buying is something they’re going to love.

Shop Online if You Hate Crowds

Wharton’s Jay H Baker Retail Initiative and the Verde Group published the study (aptly titled “Men Buy, Women Shop”), and they determined that “For men, shopping is a mission.

They are out to buy a targeted item and flee the store as quickly as possible…” For men a shopping experience can be ruined if there’s no parking or an item they want is out of stock.

Good thing the Internet has hundreds of thousands of retail establishments, so you don’t even have to leave your house to do your shopping.

Make a List, Check it Twice

To take the guesswork out of shopping (and to avoid hastily choosing a gift), make a list of who you have to buy for. Quickly jot down things they like; this will help you focus on quality.

If you’re on a budget, no worries. Everyone gets a lot of stuff around the holidays, but it’s the quality gifts they remember (even if they didn’t cost a lot).

When you’re seeking quality, think about upgrading the traditional.

For example, if you’ve got a friend who vapes, but he always gets his juice at a corner store, you could upgrade his vaping experience by buying him some Small Batch vape juice flavors, which are of superior quality.

Another example of quality beats quantity is craft beer. If someone on your list is a beer drinker, you can look to local breweries to find the perfect gift.

Or, if there’s no brewery nearby, there are plenty online to choose from.

As far as kids are concerned, just ask them. Ask the kid to make a list. If he’s not your kid, ask the parent what to buy.

They’ll tell you exactly what their kid is into, and you can shop online or in-store, and just do your thing; in and out.

What to Buy when You’re Out of Your Element

Shopping for her (your wife, girlfriend, no-label-fwb), is a bit harder. You maybe feel like a fish out of water walking into jewelry stores, boutiques, department stores, or wherever else they have stuff your lady would like.

You can save yourself a lot of trouble if you just ask her what she wants.

If she has her heart set on being surprised, The Huffington Post has some decent advice on how to choose a gift she won’t hate.

First, they advise you to think about stuff she’s mentioned she wants but avoid buying stuff that isn’t just for her (kid’s stuff, household products, appliances, etc.).

Also, they advise you to stay away from sex gifts, which may come across as more a gift for you than a gift for her – and remember less is more.

Quality Beats Quantity

Imagine two bags. Inside one is a precious stone, a diamond worth thousands of dollars.

In the other bag, there are sparkly, shiny shards of glass and rock that were picked up on a beach.

Which do you choose?

You choose the diamond because it has quality. Sure, the glass and rocks are pretty to look at, but they don’t have a cash value.

Certainly, there is sentimental value, but that still proves quality over quantity because if you choose the second bag because you hand-picked those stones, then you’re still choosing for quality (sentimental value, but value nonetheless).