Is it Really the Thought That Counts? The Psychology of Gift Wrapping

Every family or friend group has one. Maybe it’s you. The gift-wrapping overachiever. They’ve mastered double-diagonal folds and pleated spiral stars. Like an origami Jedi, they can twist a ribbon into a Christmas tree-shape in less time than it takes you to tear off a piece of tape. They could probably wrap a gift blindfolded, and it would still outshine the others under the Christmas tree.

Of course, not everyone shares these superstars’ enthusiasm for gift wrapping. Most of us mere mortals just feel relieved when we cut enough paper to cover the entire box. But whether you love it or hate it, wrapping is an expected part of holiday gift-giving. And how we prettify our packages sends messages (sometimes unintended ones) about our thoughtfulness and effort. We may know better than to judge a book by its cover, but we all judge a gift — and its giver — by the way it’s wrapped.

But if you can’t cut a straight line, if your corner folds are always crooked, if your edges never quite meet, and you need a roll of tape to hold it all together, don’t despair. Research suggests the prettiest gifts aren’t always the most appreciated. Even rudimentary wrapping is better than none, and sloppy isn’t always bad. In fact, it’s sometimes superior.

Wrap It Up

The only holiday chore more stressful than last-minute shopping is last-minute wrapping. So, if you’re feeling a bit grinchy after fighting fellow shoppers for the last monogrammed mugs (too bad you don’t know anyone whose name starts with X), you might be tempted to skip wrapping altogether. But before you slide a bare gift under the tree, consider covering it in something — even a brown paper bag will do. According to research, a wrapped gift makes recipients happy, and happy recipients are more pleased with their presents.  

In a pioneering 1992 research study, Daniel J. Howard found that participants who received wrapped gifts expressed significantly more favorable attitudes toward the gifts than those who received unwrapped gifts. These participants also reported greater feelings of happiness. 

According to Howard, gift wrap acts as a retrieval cue because it reminds us of the joy we experienced when opening gifts in the past. The sight of wrapping paper prompts pleasant memories, putting us in a happy mood. And when we feel happy, we engage in behaviors or activities that prolong our happiness, a process known as mood biasing. Disappointment with a gift quickly quashes our mood, so we view these gifts more favorably. 

But all wrapping paper isn’t created equal. Howard found gifts covered in traditional wrap were the most effective retrieval cues because they most resembled previous gift-receiving experiences. However, even gifts covered in plain brown paper prompted happier moods and more favorable attitudes than unwrapped gifts. So, running out of gift wrap is no excuse — even paper grocery bags will work in a pinch. 

Neatness (Sometimes) Counts

That recipients value wrapped gifts more than unwrapped ones wouldn’t surprise the overachieving wrappers amongst us. With their handmade bows and perfectly pleated paper, they strive to impress their recipients and elevate the unwrapping experience. However, these pretty packages often influence recipients’ fondness for their gifts in ways these givers never intended. 

In a 2019 study, a team of researchers examined potential discrepancies between gift-givers’ and gift recipients’ perceptions of wrapping aesthetics. While gift-givers believe nicely wrapped gifts are better received, the participants in the study reported lower satisfaction with gifts that came neatly wrapped. When these same gifts were wrapped sloppily, participants rated them higher even when the gift was something they didn’t want. 

According to the researchers, recipients use the neatness of the wrapping to form expectations about the gift inside. The neater the wrapping, the higher the recipients’ expectations of the gift. Unfortunately, reality rarely meets these elevated expectations. Sure, the gift inside that fancy package might be an official Red Ryder BB gun, but it also might be a pink bunny suit from Aunt Clara. 

This mismatch between the recipients’ expectations and the actual unwrapped gifts results in a phenomenon known as expectation disconfirmation. Positive disconfirmation occurs when the gifts exceed the recipient’s expectations (as with the sloppily wrapped gifts), leading to higher satisfaction. When gifts don’t meet the recipient’s expectations, negative disconfirmation occurs, prompting dissatisfaction. 

But apathetic and inept wrappers shouldn’t celebrate their vindication just yet. In some situations, neatness still counts. While the participants in the study preferred sloppy wrapping when gifts came from friends, they reported more satisfaction with neatly wrapped gifts if the gift-giver was an acquaintance. 

In these more ambiguous relationships, recipients don’t use the wrapping to set expectations for the gift inside. Instead, the neatness or sloppiness of the packaging provides cues about how the gift-giver views their relationship with the recipient. Neatness conveys a valued relationship. So, counterintuitive as it seems, you might want to spend more time packaging the presents for the office Secret Santa exchange and worry less about the ones for your BFF. 

All That Glitters Isn’t Gold

Whether you’re shopping for Alice in accounting, the new neighbor across the street, or your sister’s latest boyfriend-of-the month, choosing gifts for people you don’t know very well is stressful. When faced with pressure to find the right gift, many shoppers opt for extravagant packaging. They incorrectly assume glitter-gilded boxes or ribbon-wrapped baskets stuffed with festive fillers convey conscientiousness and effort even if the gift itself is simple. But by focusing on style over substance, gift-givers come across as more thoughtless than thoughtful.

In a 2024 study, researchers from the United States and China examined people’s perceptions of overpackaged gifts, which they defined as those that come with multiple layers of wrapping paper, nested boxes, superfluous bows or ribbons, decorative fillers, and other wasteful embellishments. While gift-givers expect to impress recipients with elaborate packaging, the study revealed that bigger and bolder isn’t always better.

When presented with overpackaged gifts, study participants interpreted the excess ornamentation as the gift-giver’s attempt to compensate for their lack of effort in choosing the gift. This perception stems from zero-sum thinking, the mistaken assumption that prioritizing one attribute of a product (in this case the packaging) necessitates deprioritizing another attribute (the effort allotted to choosing the gift). Recipients regard the gift-giver as less thoughtful, which leads to lower satisfaction with the gift.

The researchers also investigated how the relationship between the gift-giver and the recipient influences perceptions of overpackaged gifts. Acquaintances view these ostentatious gifts more negatively, while friends and family are less bothered by the additional adornments.

Tying It All Together 

Whether you’ve nearly wrapped up your holiday gift wrapping or you’re waiting for procrastination panic to kick in, take a moment to imagine yourself as the recipient and consider the kinds of packages you like to receive. But don’t overthink it. Remember, any wrapping is better than none.

If geometric gift bows and fancy fan folds make you merry, may the origami forces be with you. Everyone loves pretty packages. Just brace yourself for some disappointment if you wrap your sister’s socks like an expensive Hermès scarf. On the other hand, if your presents look like you wrapped them wearing oven mitts, don’t get your tinsel in a tangle. Your packages might not garner oohs and aahs, but your gifts may be more liked. And if you’re hoping to impress your third cousin twice removed who invited himself to the Christmas gathering, forgo the frilly fillers and opt for simple over showy. Much like a book cover, the packaging matters less than what’s inside.

You can discover more holiday-related science in Can I Eat My Christmas Tree: The Savory Science of Conifers.