"Fancy" spices if any of them is into cooking (penzeys is an example shop). Or a nice cookbook.
Tea or coffee if they're into it
Gift subscription to like an online publication they're interested in
Embroidery kit
Hot sauce
Flashlight/headlamp, first aid kit, weather radio


I think it's down to they kept or replaced enough subreddit mods that actually make reddit work. That and crucially lemmy or any alternative barrier to entry is/was still too difficult. Less users less content.
It's a long difficult road to break people's social media inertia and habits. Also reddit is obviously trying to become more addictive like TikTok, another barrier for alternatives that rightfully refuse to so that, but in some way they're fighting biology as well.