Don’t Overpackage that Christmas Gift, Says Cal Poly Marketing Professor

The expression “Good things come in small packages” suggests that we shouldn’t judge a gift by its size. Yet, according to new research from a Cal Poly marketing professor, as we approach the Christmas holiday, we can expect gift givers to overpackage gifts, seeing the elaborate wrapping as a symbol of their thoughtfulness.

“Over 50 percent of products and gifts on the market are reportedly overpackaged,” said 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.”

The paper she co-authored, “Thoughtful or Thoughtless? Asymmetric Attitudes of Gift-givers and Gift-recipients toward Overpackaged Gifts,” found that gift recipients actually prefer simplicity, interpreting excessive packaging as less thoughtful and viewing the gift giver as prioritizing presentation over substance.

We recently asked Yin about her research – and the art of proper packaging.

Who would find this research helpful?

This research is definitely useful for both gift-givers and retailers. Gift-givers can benefit by considering that while they might love elaborate packaging, recipients typically prefer simpler, regular packaging. For retailers, our findings suggest it’s time to rethink the excessive packaging trend. Offering optional packaging choices and promoting sustainable practices could help meet consumer preferences and reduce waste from the start.

Don’t you love getting a big, wrapped gift?

It depends. If a big, wrapped gift is from someone close or it’s a surprise, I’d think, “Wow, that’s so thoughtful!” It’s the thought that counts, after all—even if the packaging might be a bit over the top. But if it’s from someone I’m not that close to, or it’s for an obligatory occasion, the over-the-top packaging feels a bit excessive, like too much focus was put on appearances rather than the actual gift.

“It’s all in the packaging” is a staple of marketing. But really?

Sure, packaging plays a big role in catching consumer attention, but piling on materials isn’t always the best move. Overpackaging—defined as ‘packaging that doesn’t directly contain the product or serve a grouping purpose’—can actually backfire.

Are the same people who prepare oversized packages also the same people who don’t like receiving them?

Ironically, yes. Givers love making a grand gesture with oversized packages, but when they’re on the receiving end, they might just be the first to roll their eyes at all the extra layers.

Is an oversized package an effort to offset a potentially disappointing gift?

Sometimes, yes. Givers might think, ‘If I add a giant ribbon and ten layers, it’ll make the gift feel more exciting!’ But spoiler alert: Recipients usually notice and often interpret the overpackaging as a sign the gift itself might be underwhelming.

According to Miranda Yin, over 50 percent of products and gifts are overpackaged. Her research concluded that recipients prefer a personal note to elaborate packaging. (Photo/Jahan Ramezani)

Won’t the recipient feel tricked?

The answers is, it depends: Under obligatory gift-giving occasions and when the givers and recipients are socially distant, then the overpackaging (for example, multiple layers, extra gift wrapping papers and ribbon, and padding material) contribute to recipients lay belief that gift-giver allocated more resources and efforts to its presentation than to choosing the actual gift and, thus, evaluate the gift less positively.

Christmas is around the corner. How does that holiday impact perceptions about packaging more?

During the holidays, givers love to go all out with the wrapping to create that ‘wow’ moment! 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.

Okay, what about the office gift exchange? It might be funny to put that tiny snow globe in a big ol’ box, right? I might not even know the recipient that well.

Definitely hilarious. But keep in mind, the recipient might not find it as amusing, especially if they’re the type to get ‘wrapping fatigue.’ If you want to come across as thoughtful and make sure they appreciate the gift, it’s best to skip the overpackaging.

Would it help to include a personal note on the snow globe?

Absolutely! Adding a heartfelt note, especially on a tiny gift, can make a world of difference. 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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