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I wouldn't focus on the products to build the theme, I would focus on 'gifts, presents, birthdays' and the whole set of 'gift' related keywords. The products are very hard to build a theme around because they work against each others keyword pool. If the products themselves are all close related keywords, it isn't too bad, but I am finding general merchandise is difficult.
I would be interested to hear your theories. I have recently purchased 200 domain names with the intention of programatically addressing the theming algorithm.
On a related note, I have just had a bizarre referal to one of my sites. A surfer entered the search phrase "Henry Cooper" (a famous British boxer) and hit my site www.boxer-breeders.co.uk. Is this a case of theming being too clever for its own good ?