The Geeky Mind

The holiday season is upon us, and with it comes the tradition of gift-giving—and the inevitable returns. According to the National Retail Federation, Americans are expected to spend about $960 billion this holiday season. Unfortunately, retailers also anticipate that nearly 20% of those purchases will be returned.

So, why do we struggle so much with picking the perfect present? Julian Givi, a marketing expert and psychologist, has spent a decade studying the ins and outs of gift-giving and its frequent missteps. Initially, Givi thought that gift-givers were primarily motivated by a desire to please the recipient. However, he soon discovered that many people choose gifts based on their own desires for uniqueness, societal approval, or humor, rather than focusing on what the recipient actually wants.

Key Findings from Gift-Giving Research

• Avoid Letting Your Ego Drive Your Gift Choices
  People often choose gifts that reflect their own tastes or the desire to stand out, rather than considering what the recipient truly wants. Givi’s research, published in the Journal of Consumer Psychology, highlights the importance of prioritizing the recipient’s preferences over your own.
• The Environmental Impact
  Better gift-giving practices can also benefit the environment. In 2020, an estimated 2.6 million tons of returned products ended up in landfills. Choosing more thoughtful, desired gifts can help reduce this waste.
  

Tips for Better Gift-Giving

Understand Social Norms—but Don’t Overemphasize Them
Social norms often dictate our gift-giving behaviors, sometimes to our detriment. Here are a few examples:

• Used Items: While givers shy away from gifting used items, recipients might appreciate them if they fit their needs.
• Gift Wrapping: Spending money on elaborate wrapping might seem important, but recipients generally prefer that money to go towards the gift itself.
• Partial Gifts: Givers often avoid giving incomplete sets (like half a set of plates), but recipients don’t mind as much as we think.

Consider Experiential Gifts
Research shows that experiential gifts (like concert tickets or a weekend getaway) are often more appreciated and bring more happiness than material gifts. Experiences also strengthen the bond between the giver and the recipient.

Avoid the “Aha” Moment Trap
Givers often focus on the moment of surprise when the gift is opened. However, recipients tend to value long-term utility over the initial shock factor. A practical gift like a coffee maker might be more appreciated in the long run than a novelty item like a chocolate fondue fountain.

Cultural and Personal Preferences Matter
Gift preferences can vary widely across cultures and individuals. While research provides general guidelines, it’s important to consider the specific tastes and norms of the recipient. For example, while sentimental gifts might be highly valued in some contexts, they could be seen as awkward or inappropriate in others.

Handling Picky Recipients
Dealing with difficult recipients can be challenging. One strategy is to spread out gift-giving throughout the year. A small, thoughtful gift on a random day can often be as appreciated as a more expensive gift given during a major holiday.

Conclusion
Giving a great gift involves more than just picking something off the shelf. By focusing on the recipient’s preferences, considering the long-term utility of the gift, and being mindful of social norms and cultural contexts, you can make your gifts more meaningful and appreciated. Plus, better gift-giving can help reduce waste and support the environment. So this holiday season, think twice before buying that flashy novelty item and consider what will truly make your loved ones happy.