It is much easier to buy gifts for someone who is celebrating than it is for someone who is grieving.  Birthdays, a new baby, anniversaries.  Those occasions are pretty easy to shop for because those are fun gifts to buy.  It's super awkward and hard to comfort someone who has lost a loved one. Besides the stores at local funeral homes,  there aren't many venues that carry a variety of thoughtful pinches to give to someone who is grieving.