Step away from the ribbon! Cal Poly study says gift recipients don’t like elaborate wrapping
As the Christmas holiday approaches, it can be tempting to decorate presents with gusto. Everyone wants to see huge, heavily decorated presents under the tree, right?
New research from a Cal Poly professor shows that elaborate packaging doesn’t do gift-givers — or the environment — any favors, however.
“Over 50% of products and gifts on the market are reportedly overpackaged,” said Cal Poly marketing professor Miranda Yin, whose research on the topic was recently published in the Journal of Retailing. “Givers — myself included — often fall into the ‘more is better’ mindset, which heavily fuels this overpackaging trend.”
Yin’s research found that gift recipients prefer simple packaging, while over-the-top packaging can actually reflect negatively on the gift-giver, making it seem like they value presentation over substance.
“During the holidays, givers love to go all out with the wrapping to create that ‘wow’ moment,” she said. “But once the excitement fades, recipients can feel a bit overwhelmed by all the leftover waste. So, no matter the occasion or the closeness between givers and recipients, sticking to regular packaging is usually the safest — and most eco-friendly — route.”
Overpackaging might look like using oversized boxes or bags, multiple layers of wrapping paper and over-the-top ribbons and bows.
Yin’s research also applies to retailers.
“For retailers, our findings suggest it’s time to rethink the excessive packaging trend,” Yin said in a news release. “Offering optional packaging choices and promoting sustainable practices could help meet consumer preferences and reduce waste from the start.”
If a gift-giver is looking to impress a recipient, Yin says a personal touch could be key.
“Adding a heartfelt note, especially on a tiny gift, can make a world of difference,” she said. “It’s the touch that says, ‘Hey, I thought of you,’ ‘only for you,’ ‘customized for you,’ or ‘I remembered you like it,’ can enhance the recipients’ positive evaluation of the gift.”
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