Giving Memorable Gifts
December 2025
article by Stephanie Hobby
This time of year, the gift lists can get overwhelming. It’s not that they’re too long; often it’s that it’s hard to pin down what to bestow. Gift-giving is an expression of love or friendship, and no one wants to invest their time and money on a gift that will just end up as clutter or in the donation pile. Thankfully, there are people who research how to give the just-right gift.
In 2022, Julian Givi, West Virginia University assistant professor of marketing, published research in the Journal of Consumer Psychology showing that gift-giving is something that both the giver and the receiver enjoy, but for different (and sometimes conflicting) reasons, leading to unnecessary stress and overspending. Here are some pro tips to put the best gifts under the tree:
Sentimentality and practicality over the “wow” factor: Givers find joy in the moment when the paper is torn away and they see the recipient’s face light up in delight. Those doing the opening typically appreciate sentimentality or the practicality of something they can use. Researchers also found that receivers often prefer sentimental gifts or handwritten cards, but many givers feel that such gifts are too risky or might not be welcome.
Don’t overthink it: In a true testament to the idea that “it’s the thought that counts,” studies showed that givers greatly overestimate how offended a recipient would be with a “bad” gift, something older or inferior to something they might already own. Such gift-givers would keep shopping, overspend, or give something more bland that they knew was “safe” - not great or terrible - to avoid offending their recipient. Meanwhile, the receivers were mostly just happy to be getting a present!
Remember who you’re doing it for: When shopping, don’t be afraid to break out of your comfort zone to give something that might be unpalatable to you. In another study, Givi looked at the unwillingness to purchase a gift that conflicts with givers’ attitudes and beliefs, and found that givers rarely compromise their ideals to purchase something that would be appreciated by their recipient. For example, if your loved one fanatically follows a team that you detest, you’ll be less likely to give merchandise from that team - even though you know it would be adored by the recipient - and more likely purchase something less desirable that aligns with your own values.
Pay attention to the wish list: Another finding showed that people are hesitant to purchase something they know the recipient wants because they might come across as boring or predictable. But unsurprisingly, researchers discovered that there’s a reason a specific item is on their list. When giving, it’s temping to think about that initial moment of surprise and delight, but that benefits the giver. To really hit it out of the park, it’s more important to focus on the weeks and months after Christmas - will they be using it and appreciating it? Chances are good, if it’s on their list, they will.
And above all, don’t stress too much about missing the mark. The whole point of exchanging gifts is joy and happiness, and research shows that most people are just happy to be thought of by their loved ones.
Originally printed in the December 2025 issue of Simply Local Magazine
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