Thoughtful or Thoughtless? Settling The Overpackaging Debate

Despite the debate over the price of groceries – with eggs emerging as a specific sticking point – the consumers spent like sailors on shore leave to start the 2024 holiday shopping season. The numbers are revealing as they are impressive:

• Shoppers rang up more than $77.4 billion in online sales between Nov. 1 and Nov. 24 – a 9.6 percent jump over the year before.
• Black Friday notched a record $10.8 billion in online sales, up 10 percent over 2023.
• Before the season even started Gallup reported that Americans planned to spend much more than they did last year.

All of that shopping shows up under the tree in every color, shape, and size. Whether its a gift bag overflowing with tissue paper or a hefty box draped in bows and ribbons, our approach to gift wrapping has become as American as our suburban houses, travel cups, and fast food servings: big.

This new aesthetic runs headlong into the younger generations’ embrace of sustainability, which prompted a group of researchers to look into the psychology behind it.

A Big Disconnect

According to The Sydney Morning Herald, more than half of gifts are overpackaged — a practice that annoys most recipients, who find it careless and wasteful. Oddly enough, the gift givers love it, seeing it as a genuine declaration of affection.

For the sake of this study, the researchers defined overpackaging as decorative wrapping that exceeds what’s practical, which serves no purpose aside from aesthetics. The study’s authors delineate this from “primary” or “secondary” packaging, which serve to either protect or group items together. Overpackaging is particularly prevalent in North America, where shoppers are eager to spend more just for a better presentation.

Early on in their research – in a preliminary classroom study – the authors discovered that nearly 69 percent of giversopted for the overpackaged gifts, convinced the extra effort would appear impressive.

But the recipients tended to see that same packaging as an attempt to cover up for poor gift selection, leading to less favorable attitudes. This disconnect highlights the need for a more balanced approach to packaging.

Perception is Reality?

Givers typically associate elaborate packaging with effort, relying on the belief that “more is better.” They’re convinced that lavish wrapping shows extra care and an attention to detail, making the gift appear more valuable.

But most recipients don’t see it that way, inferring instead that an over-the-top emphasis on packaging takes away from any effort invested in the actual gift selection.

Context can make things worse. On “obligatory” occasions – such as Christmas – where social norms demand an exchange of gifts, the gap between givers and receivers grows wider. The givers, operating under pressure (whether its real or imagined) might rely on packaging to make up for what they see as a lack of inspiration. Recipients, on the other hand, might look at that extravagance and question the sincerity of the gift.

But during voluntary occasions – giving something “just because” – both parties aren’t as cynical, and the sentiment behind the gift takes priority over the packaging.

The researchers also found that social closeness also moderates the perception of gift exchanges. Givers and recipients in close relationships react less to overpackaging, since both are most interested in the emotional intent behind the gift. But, for more distant relationships, elaborate wrapping can backfire. Recipients might see it as an effort to impress rather than a genuine gesture.

Making Sense Of It All

“During the holidays, givers love to go all out with the wrapping to create that ‘wow’ moment,” Cal Poly marketing professor and lead author Miranda Yin said in a press release. “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.”

For givers, the moral of the story is simple. Simplicity means more with recipients. While recipients appreciate thoughtful presentation, excessive layers can detract from the gift’s value – and appear wasteful.

As the holiday creep closer and the shopping days fae away, striking a balance between appearance and sustainability in packaging could the psychology behind gift giving. The best gifts, the authors suggest, are those that prioritize the recipient’s preferences and what’s best for the environment.

“Adding a heartfelt note, especially on a tiny gift, can make a world of difference,” Yin added. “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.”