Gaby
As Christmas approaches, are you wondering how to avoid the elaborate boxes and bows for your gifts? Recent research from Chinese scientists suggests you’re on the right track. From now on, you can skip the extravagant boxes, intricate ribbons, and bows.
This brings to mind a scene from the movie “Love Actually,” where Rowan Atkinson’s character painstakingly perfects a gift’s wrapping, even adding dried lavender for a pleasant scent.
According to the new study, most people prefer gifts in simple packaging, finding the extravagant options to be unnecessary.
What Did the Researchers Discover?
A team of scientists from Beijing University of Technology and Business examined people’s attitudes toward gift wrapping. The study involved over 2,600 participants.
Volunteers were asked to evaluate their feelings about giving and receiving gifts wrapped in three types of packaging: overly extravagant, plain, and not wrapped at all.
The analysis revealed that gift givers generally favor excessive packaging, believing it demonstrates their care. However, recipients typically prefer simple wrapping. They view extravagant boxes and bows as excessive and feel they draw too much attention, as reported by the Daily Mail.
When participants perceived gift-giving as a gesture of obligation, especially in situations where the relationship between the giver and receiver was not close (like exchanging gifts in an office), their negative feelings toward extravagant packaging intensified.
Conversely, when the gift was seen as a gesture of goodwill or the relationship was closer (such as a birthday gift for a good friend), people were less irritated by the excessive wrapping.
Lead author Haijiao Shi noted, “Givers see wrapping as a thoughtful gesture, while recipients view it as wasteful.” “Our study highlights the importance of understanding this differing reaction, suggesting that simpler packaging may enhance recipient satisfaction,” the researchers wrote in their report. “Recipients often have to navigate through multiple layers to reach the actual gift, which can lead to disappointment,” they added.
According to the scientists, recipients also have to find a way to dispose of the extra packaging materials, which adds to their inconvenience.
The findings of the study were published in the Journal of Retailing.
