Most of the shirts I've received as gifts I haven't actually worn, because they don't portray the image I'd like to (they're durable signals). A candle, as a private consumable, is something that I might burn even if it's incongruent, because burning it doesn't represent a commitment. (This is a strong, potentially non-obvious reason to prefer consumables over durables when getting gifts for others.)

Beyond that, memorable isn't just "amount of time it's used" but "remarkability." I rarely think about my underwear; I just grab the top one out of the drawer, and I buy the cheapest variety above some quality threshold. I own one pair that's bright green that I bought for the lulz; even though I wear it about a twentieth of the time as the first variety, it's much more memorable because it stands out.