How do you spice up a gift exchange?

So, how exactly does one go about spicing up a gift exchange? Is it all about the presentation, or is there more to it? Do you have to go all out with elaborate wrapping paper and ribbons, or can a simple twist on the traditional rules make all the difference? And what about personalization - does adding a touch of the recipient's interests make the gift even more special? Or is it more about the element of surprise, keeping the recipient guessing until the very end? I'm curious to hear your thoughts on how to take a gift exchange to the next level!