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You can buy a discount gift for anyone - but if you're feeling weird about it, save your discount gifts for friends and acquaintances to whom you plan on giving the same gift! Wine is a great example of a perfect discount gift. First you need to learn the tastes of your giftees - but a sampling of wines is always appropriate.
Wherever you are shopping, have them ship to your home - and try to shop *early*. Once the wine is in your home, go out and get packs of wine bottle gift bags, or pair it with wine and cheeses in your own discount gift baskets. Shopping in advance and for discount gifts will allow you to wow your friends with the selection and value of your gifts and you won't break your bank account.