How we pick gifts

The short version

• Our ideas are researched and drafted with AI assistance.
• Every page has to pass automated checks and a separate AI editorial review against our written standards before it’s published.
• Pages are published automatically once they pass. A person doesn’t read every page before it goes live. We set the standards, review the site weekly with automated tools and fix anything you report.
• We don’t test products, and we never claim to have used, tried or tested one.
• Price bands are our own estimates, not shop prices.
• Affiliate links pay us a commission. They never change our picks.

Where ideas come from

We start with a person and a situation: a dad who reads the paper in the bath, a colleague you’ve only ever seen on Teams, a £10 Secret Santa limit. Then we look for things that would genuinely suit them, from shops that deliver in the UK. AI tools research and draft each page from our written standards and our own catalogue of ideas.

What every idea has to include

• What it is, in plain words.
• Why it works for this particular person or occasion.
• Who it’s not for, honestly.
• A price band we estimate ourselves, never a shop’s live price.
• Where it helps, an alternative at a different price.

A list needs at least eight genuinely good ideas. If we can’t find eight, we don’t publish the page.

How pages are checked

Before a page goes live it has to pass two sets of checks:

• Automated checks that block pages with prices over the budget, American spellings, missing reasons, made-up claims, stock phrases or too much overlap with a page we already have.
• A separate AI editorial review that scores the page against our written standards (honesty, safety, fit for the person and the occasion, budget, British English) and sends back anything that falls short.

The GiftPuffin team writes those standards, reviews the site weekly with automated tools and fixes anything readers report. We don’t promise that a person has read every page before it went live.

What we don’t do

• We don’t test products, so we don’t claim to.
• We don’t show star ratings, review counts, sales badges or shop prices.
• We don’t invent statistics, quotes or people.
• We don’t promise stock, delivery dates or the cheapest price. Check those on the shop’s site.

Prices and checks

Price bands like “around £15–£20” are our estimate of what you’ll usually pay. Each idea records when its price band was last estimated or checked against a real listing, and ideas that go 90 days without a check are flagged for one. We don’t pull live prices from shops. Prices still move, so check the price before you buy.

Links to shops

Until someone on our team has checked a specific product listing in a browser, our buttons open a search on the shop’s site instead (“See options”). Once a listing has been checked, the button goes straight to it (“See it”). We earn a commission on qualifying purchases either way, and that never changes which ideas we include or how we rank them. See our affiliate disclosure.

Corrections

If something is wrong or out of date, email [email protected] and we’ll fix it. Reader reports are the quickest way for us to catch a mistake our checks missed. Each list shows the date it was last updated.