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Then there are the larger thank yous, a promotion helped along by a mentor, or a significant favour, where a fuller collection is appropriate. Match the size of the gift to the size of the gesture and you rarely misjudge it.

For the mid-range milestones, a tenth or a twentieth, the occasion earns a fuller collection. These are the anniversaries people tend to mark with a dinner or a small gathering, and a larger box suits both the moment and the room. Personalisation with the year or a couple's names lifts it from a nice box to a keepsake of a specific date.

A last practical point. Recipients occasionally ask about ingredients or dietary suitability, so direct those questions to the published product information rather than answering on the brand's behalf. It is accurate and it protects you.

One honest note that applies everywhere. If the recipient asks about ingredients or dietary detail, point them to the published product information rather than answering yourself.

Quantity is the next decision, and it is where couples tend to overspend or come up short. Work per table rather than per head at first. A round of ten guests usually wants ten individual favours, plus a couple spare for the top table and any late additions. Order roughly five to ten per cent over your final count. Lily O'Brien's Chocolates keep, so a small surplus is never wasted, whereas a shortfall on the morning is a genuine headache.

Give yourself time. Personalised print adds a step to the order, so build in a buffer rather than ordering the night before you need it, and allow longer in the busy run-up to Christmas.