give me an ideea, please....

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my best friend in in love with me... he told me so... i 'm single but i can'l see him more but just a friend. he's decided to make me love him, he's given me expensive presents. i've told him i'm not in love with him... but he won't give up. i don't want to hurt him, and a don't want to loose him as a friend. i thought this will pass soon... but it didn't... what shall i do?