Regifting: Taboo or To Do?

“‘Tis the day after Christmas, and all through the land,

Folks are regifting the gifts they can’t stand…”

tabby cat lying under christmas tree with gifts

Photo by Jenna Hamra on Pexels.com

An article in the Wall Street Journal argues that regifting is a perfectly acceptable practice and preferable to throwing away something the giftee doesn’t want or need.

(Reprinted here because the link forces you to subscribe in order to read the whole piece. I hate that.)

From the Wall Street Journal

A recipient wants items A and B (say, a hat and gloves) yet receives items C and D (say, a scarf and mittens). Another recipient wants C and D, yet receives A and B. The solution seems simple: The two recipients can simply pass along the gifts they received to each other.

The psychology, however, is more complex. People in a study published in the Journal of Consumer Behaviour, for instance, used such words as guilty, lazy, thoughtless and disrespectful in describing their feelings about regifting. Popular culture casts it as taboo, as well. An entire episode of “Seinfeld” highlights the stigma attached to giving away presents meant for ourselves.

Getting stuck with gifts we do not want is no small problem. Consider that the National Retail Federation calculated that the average holiday-season shopper in the U.S. last year spent more than $1,000 on gifts. In a survey across 14 countries in Europe, meanwhile, 1 in 7 said they were unhappy with what they received for Christmas, yet more than half simply kept the gifts.

Why can’t more gifts be passed along to people who appreciate them?

Our research with Francis J. Flynn, a professor of organizational behavior at Stanford University’s Graduate School of Business, suggests the shame associated with regifting is largely unwarranted. Indeed, our research consistently tells us that people overestimate the negative consequences.

Next, we tried to shed light on just how serious the perceived offense is. We asked two groups—again, givers and regifters—to compare regifting a hypothetical wristwatch with throwing it in the trash. For the original givers, regifting the watch was a much less offensive act than trashing it. The regifters, however, wrongly assumed that the givers would find both equally offensive. The results were the same when regifting presents that the recipients didn’t like much.

Finally, given that the feared offense looks more imagined than real, we turned our attention to how people might be encouraged to break this taboo.

For this part of our research, we invited to our lab at Stanford people who had recently received presents, and divided the people into two groups. When we gave the first group an opportunity to regift that present, 9% did so.

When we gave the second group the same opportunity, we added that it was “National Regifting Day,” a real event that happens each year on the Thursday before Christmas. It wasn’t really National Regifting Day, but the group didn’t know that: 30% of them agreed to regift.

Everyone has received bad gifts in their lives, and we generally accept that we will receive more in the future. Yet for some (mathematically impossible) reason, we believe that we give only good gifts.

Our research offers a simple solution to the problem of unwanted gifts. This holiday season, consider regifting, and encourage recipients of your gifts to do the same if what you gave them isn’t quite what they hoped for.

Dr. Adams is an assistant professor at the University of Virginia. Dr. Norton is a professor at Harvard Business School. Email them at reports@wsj.com.

 

4 thoughts on “Regifting: Taboo or To Do?

  1. Pret a porter p

    in my experience people also give gifts to people they have no reason to be giving gifts to. Is someone’s sister’s neighbor’s cousin’s dog’s ex-boyfriend’s babysitter reallllly that relevant to require buying a wedding gift? baby gift? holiday gift? Dont get me wrong I enjoy buying gifts but have so few people that are really relevant to my life to justify it. Because they are so few I give genuinely good gifts and i include a gift receipt just in case or they get a gift card to usu a target or walmart–because atleast everyone needs food and toilet paper if nothing else. I will either regift ( wine when i dont drink, the person is a senior manager otherwise id tell her i dont drink for personal/religious reasons), give back (if its family/close friend, i dont want people to waste money), or it will eventually disappear.

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  2. adguru101 Post author

    Thanks so much for commenting; I appreciate your thoughtful reply! Wine is a perfect thing to regift; in fact I don’t think it really counts as regifting. Otherwise, if I were to pass along something I didn’t want or need, I’d tell the giftee that’s what I was doing and ask if it’s something they’d like so they wouldn’t feel obligated. What I wouldn’t do is pass it off as if I’d chosen it especially for them 🙂

    Love the idea that it will “eventually disappear”… some items I’ve received have definitely made their way to Goodwill over the years.

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  3. msw blog

    Oy! This is why I practice the gift of experiences over material items, and for the very few I decided to purchase a gift for I know them very well and they know me well enough if they regifted it I would not be offended.

    Liked by 1 person

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