You see them in every lingerie department in town at this time of year and don't they look embarrassed!

Men love buying undies for the women in their lives, and no wonder lingerie is a romantic and personal gift.

But exactly how do you blokes go about getting it right? Mistakes can be costly, and being faced with a department packed with slinky undies can be daunting.

Let's face it, most men don't even buy their own underwear, so how do they have a hope of getting it right for the woman in their life. Take the experiences of dad-of-three John Aymer. Shopping for a special present last year, he found himself goggling at garters and baffled by bras.

"I felt like a criminal," he says. "I took a quick look round, but honestly, I felt too embarrassed to buy anything.

"The trouble is, I find it hard enough to buy my own pants, never mind some for my wife!"

John's not alone, but he was probably reading a lot more into the situation. For starters, shop assistants are well-trained and unlikely to giggle at your plight!

But you can be well-prepared for the ordeal; and we don't just mean taking your cheque book with you.

The secret is a little research before you shop. Take a peek in your partner's underwear drawer and note down the sizes on both bras and briefs (make sure she's out while you do this, or you may have some explaining to do...) Take a look at the styles she prefers, too. Does she really share your taste in leopard-print g-strings?

Remember, too, that underwear can be surprisingly expensive. If you go for designer skimpies, you can expect to pay hundreds, and even less exclusive lacies can cost you tens of pounds. Set a budget before you go. Your partner may love her costly gift, but not if you've had to remortgage the house!

Of course, the best way to buy undies for your beloved is to take her with you. Bra specialist Sadie Ayton has inquiries from customers from all over the country in her lingerie shop.

She says: "If men are looking for something their wives will really wear, they need to go with them to a proper bra fitter, and that's because 80 per cent of women are wearing the wrong bra size.

"So if the aim of the gift is comfort, it's not enough to look at what she usually wears. On the other hand, if it's something designed to be removed 10 minutes after she puts it on, that's quite all right!

"Male shoppers don't buy the same as women," Sadie says. "Men like to buy their wives red or purple something exotic."

But women always go for white. Remember that, chaps, when you make that gift-shopping trip. You might be thinking about a little red devilment for the festive season, but your partner is likely to be hoping for a white one!