I don’t know why the executive editor of NRF Stores was so surprised to find rude shoppers at the mall, many of them glued to their cell phones while trying on clothes and checking out at the register. You see the same thing at restaurants, sporting events, airports and just about everywhere people congregate. And especially at this time of year.

Maybe these shoppers become more civil when they can personalize the gifts they’re buying, as this USA Today story suggests. I’ve blogged before about how customers like to feel more connected to the buying process. Now retailers are making it easy for them to do things like add photos to gift cards, write messages in chocolate bars and build custom-colored athletic shoes right in the store.

It’s not that expensive to get into the personalization process, especially when weighed against the customer loyalty it builds. A Google search for “make your own retail gift cards” turns up dozens of companies that can help get you started. Everything from MP3 player ear buds to wine bottles can be personalized.

If getting personal with your customers helps cut down the rudeness factor, I say go for it. You might even get them to call their friends on their cell phones to tell them about your great deals.