When it comes to wrapping presents, it’s easy to feel under pressure to be extravagant.
Some people place gifts in boxes, use fancy bows or even – in the case of Rowan Atkinson playing a shopkeeper in Love Actually – add some dried lavender to make the present smell nice.
But now, in news that will be welcome to many, experts have discovered that most people prefer receiving gifts in simple packages.
And they are likely to view over-wrapped presents as ‘thoughtless’, the researchers found.
A team from Beijing Technology and Business University examined how people felt about overpackaged gifts through a series of studies involving more than 2,600 participants.
One study involved people being asked to rate their feelings towards a gift after being shown it in three types of packaging – overpackaging, regular packaging and no packaging.
Another asked participants to imagine giving or receiving a gift – either packaged excessively or normally – from a close or distant friend.
Analysis revealed that people giving a gift tend to prefer overpackaging, believing it shows they are being thoughtful.
Some people place gifts in boxes, use fancy bows or even – in the case of Rowan Atkinson playing a shopkeeper in Love Actually – add some dried lavender to make the present smell nice
In news that will be welcome to many, experts have discovered that most people prefer receiving gifts in simple packages
However, recipients tended to favour simple packaging, viewing extravagance as thoughtless with too much of a focus on the wrapping.
When the occasion was obligatory or the relationship was distant – for example, an office gift exchange – negative views on overpacking were stronger.
When the occasion was voluntary or the relationship was close – such as a good friend’s birthday – overpackaging didn’t affect opinions as much.
Lead author Haijiao Shi said: ‘Gift-givers see overpacking as a thoughtful gesture, while recipients often view it as wasteful.
‘Our study highlights the importance of understanding these differing perspectives, suggesting that simpler packaging could improve recipient satisfaction.’
The study, published in the Journal of Retailing, reads: ‘Have you ever received and unwrapped a gift that seemed excessively packaged?
‘It might come with an exclusive carrying bag, multiple layers of wrapping paper, nested boxes, an abundance of bows or ribbons, unnecessary decorative fillers and various other decorative elements that contribute to a lavish yet often wasteful gift presentation.
‘When receiving gifts with excessive packaging, recipients have to dig through numerous layers to reach the actual gift, resulting in a frustrating experience.
‘Additionally, recipients must find a way to dispose of the extra wrapping materials, which causes further inconvenience.’
