Ah, that shopping cliche of the awkward man in the lingerie shop. Although it did make an entertaining episode of Father Ted, don't let the close proximity of frilly things, dissuade you from your lingerie-purchasing mission. Buying online obviously removes the lingerie-department panic, but to get lingerie shopping spot-on, you need to think a little more like a woman. Bad lingerie can be decidedly uncomfortable as well as less deserving of the adjective sexy and more of the name tacky. Forget the red lace and satin set, peekaboo bra or novelty set; instead choose pretty over flimsy while appreciating quality. A lingerie top drawer is a defender of a woman's most intimate sartorial choices, so buying lingerie is inherently a very personal gift. Do keep her individual tastes in mind so that she recognises you thought of her and not yourself.

Don’t bother with complicated; the importance of comfort and sophistication when it comes to lingerie cannot be underestimated. Corsets bring the wow factor but can be rather annoying, suspenders are sexy but fiddly and thongs are considered retro.

Lashings of lace

The bikini and tanga briefs are instantly more gratifying instead. Most women prefer pretty and feminine to anything overtly sexy – lashings of lace, sumptuous silk, sheer and soft colours tick all the right boxes. Hence, it’s really important to consider your girlfriend’s aesthetic preferences. Look to lingerie brands such as Chantelle, Heidi Klum and Elle McPherson Intimates for this.

Pay attention to her personal style and don’t stray too far from that. Does she prefer lighter colours or bright shades? Try Mimi Holiday or Calvin Klein. Are her bras pretty and lacy or does she prefer a more modern take on femininity, with graphic lace and interesting prints? Try Stella McCartney or Love Stories. If she’s more of a minimalist when it comes to her style and lingerie then head to Swedish retailers Cos or & Other Stories for chic sets with pleasing price points. Bear in mind that no woman likes synthetic, cheap, scratchy lingerie, but you don’t have to spend ridiculous amounts on good quality – look to Rosie Huntington-Whitley at Marks & Spencer, Ted Baker and Bluebella on Asos. To really up the luxe factor, put it in a beautiful box.

Larger sizes

While the high-street might hit the mark when it comes to price, pretty, sexy, flattering bras in larger sizes can be a bit tricker to find. If your girlfriend falls into this category, look to brands such as Fantasie, Simone Perele and Freya that represent fuller busts well. Nailing her size is crucial in succeeding in lingerie purchasing. No one wants to unwrap an unflattering large pair of Bridget Jones style underwear.

Buying the wrong size is a serious lingerie-purchasing offence and woman will take if personal. In a survey carried out for Debenhams, it revealed that underwear that was too small topped the table of lingerie-buying faux pas, with sets that were considered too risqué, coming a close second. If you don’t know her size ask, or check the labels on the underwear she regularly wears.

Don’t panic if you can’t get access. If you don’t know the right size, consider lounge lingerie, really justa fancy term for fancy PJs. Think silk kimonos, sensuous slips or a chic chemise, which will all invoke the feeling of glamour and luxury. According to Soozie Jenikinson, head of design for lingerie at Marks & Spencer: “Elegant PJ dressing has made a fashion revival with catwalks championing this luxe trend. A slinky satin PJ combines elegance with luxury and would make a beautiful gift.”