In today’s “me-centric” marketplace, consumers are demanding customization on virtually everything, from bath towels to welcome mats to barware. Today, hundreds of thousands of U.S. businesses are offering some level of personalization on the products they’re selling, with annual sales well into the billions. And it looks like the trend isn’t fading anytime soon — each year, demand swells even higher for all things monogrammed, with a sharp peak during the holiday season.

So, what’s the appeal? In a word, ego. By adding their name, monogram, or personal message to an item, the buyer ensures that the end product will be truly unique, something the Joneses next door will never have. Personalized items are also popular choices for gifts, demonstrating the extra touch of thought and foresight to make them memorable. In the face of a hot trend, more parents are demanding customization for children’s décor items and toys to add a personal touch to nurseries and playrooms.

The industry has come a long way since the days of the pre-made, inexpensive personalized gifts that became popular in the 1950s. Back then, the options were limited to a few common names, and if you had an unusual moniker, you were out of luck. Today, the cutting-edge technology provided by online customization tools has revolutionized the art of personalization and extended it into the luxury marketplace.