’Tis the season to… not give presents? Don’t buy these gifts, according to researchers
It’s holiday shopping time, an activity some find enjoyable, others stressful. You’re looking to buy Christmas presents that reflect the tastes, needs or personality of your family, friends and colleagues. Do you go for the thoughtful touch, something useful and practical, a balance of style and comfort, or even throw in a bit of indulgence? Whatever the case may be, you mean well, and usually can’t go wrong with safe yet meaningful gifts. But sometimes, that well-intended gift might send the wrong message.
The gift of (not) giving
A study led by Florida International University (FIU) in the United States claims that self-improvement gifts such as a gym membership and weight loss tea are a very bad idea. Published in the ‘Journal of Retailing’(opens in new window), the findings showed that self-help gifts make the recipient feel judged instead of appreciated. People often interpret these types of gifts as symbols. Do these responses sound painfully familiar? “Do you think I need this?” “Are you trying to change me?” During the festive season, it’s no secret that businesses push improvement products as holiday gifts. But it just might be time to steer clear of the gift cards for Botox or skin treatments. “Gifts are supposed to signal love and generosity,” commented study co-author Linnéa Chapman, assistant professor of marketing and logistics at FIU, in a news release(opens in new window). “But a self-improvement gift can threaten someone’s view of themselves as lovable and acceptable as they are. It challenges a very basic social need – to be valued without conditions.” The research team carried out five experiments involving over 1 300 participants to compare reactions to self-improvement products against neutral varieties of the products. For example, in one experiment, the volunteers were gifted a ‘Get Lean’ weight loss tea rather than Moroccan tea. In another, the gift was a ‘Communications Skills’ calendar instead of a trivia-based ‘Did You Know?’ calendar. In every situation, the recipients rated the self-improvement gift lower, criticised it more or were more inclined to favour bad online reviews. However, these negative consequences disappeared when the participants bought those same products for themselves. An analysis by the researchers indicated that 67 % of respondents had received a self-improvement gift at some point. The most common ones were self-help books, subscriptions to meditation apps and gym memberships.
Businesses beware!
The study also revealed that many recipients used their hurt feelings as a trigger to give negative online product reviews and down ratings that damage brands. They redirected their frustration toward the products and the brands. “The intention may be positive, but these gifts can imply that you’re not good enough as you are,” explained Chapman. “That can sting, and people take out their hurt feelings on the products.” The researchers recommended that retailers shift promotions for self-improvement products from November and December to January. “A yoga mat in January says, ‘I’m motivated,’” Chapman concluded. “A yoga mat under the Christmas tree might say, ‘You need to lose weight.’ When it comes to self-improvement products, it’s better to stick to buying them for yourself.”