It might be done with good intentions – but buying someone a weight-loss tea or gym membership for Christmas is a really bad idea, according to a new study.
Experts have found that self-improvement gifts often make recipients feel judged rather than appreciated.
In five experiments involving a total of 1,340 participants, researchers from Florida International University compared reactions to self-improvement products versus neutral versions of the products.
In one test, participants were gifted a ‘Get Lean’ weight-loss tea instead of Moroccan tea, while in another, the gift was a ‘Communications Skills’ calendar rather than a trivia-based ‘Did You Know?’ calendar.
Across every scenario, people who received the self-improvement gift rated it lower, spoke less positively about it, or were more likely to endorse negative online reviews.
When they purchased those same products for themselves, however, the effect vanished.
‘Gifts are supposed to signal love and generosity,’ study author Dr Linnéa Chapman said.’
‘But a self-improvement gift can threaten someone’s view of themselves as lovable and acceptable as they are. It challenges a very basic social need—to be valued without conditions.’
In one test, participants were gifted a ‘Get Lean’ weight-loss tea (left) instead of Moroccan tea (right)
The study identified a range of ‘self-improvement’ gifts that are commonly marketed as holiday presents, including Botox and gym memberships (file image)
The study, published in the Journal of Retailing, identified a range of ‘self-improvement’ gifts that are commonly marketed as a holiday present.
This includes gift cards for Peloton, who produce home exercise equipment, FitBit watches, gym memberships, weight loss products such as tea, pre-packed healthy meals, gift cards for Botox or skin treatments and self-help books.
One marketing message reads: ‘Men, have you heard? Botox is the new flowers. Please gift accordingly.’
Meanwhile, in the days leading up to Mother’s Day, FitBit have previously stated on their website: ‘Up to $30 off gifts for mom. Celebrate who she is today and help her reach her goals tomorrow.’
Analysis revealed that two-thirds of participants had received a self-improvement product as a present with self-help books, subscriptions to meditation apps and gym memberships or equipment the most frequently received gifts.
‘Self-improvement gifts might miss the mark by suggesting that recipients are not good enough as they are,’ the team wrote.
‘By gifting self-improvement products, givers implicitly communicate that they think the recipient could benefit from this type of improvement.’
‘A yoga mat in January says, ‘I’m motivated’, Dr Chapman said. ‘A yoga mat under the Christmas tree might say ‘You need to lose weight’.
In another experiment, some participants received an ‘Elevate Communication Skills’ calendar which encouraged them to ‘practice empathy’ or ‘express appreciation’
Those who received the ‘Did You Know’ calendar rated it more highly and were more likely to leave positive online reviews, the researchers found
‘When it comes to self-improvement products, it’s better to stick to buying them for yourself.’
The team said that subsequent negative reviews of the gift are likely driven by the emotional trigger of hurt feelings.
‘The intention may be positive, but these gifts can imply that you’re not good enough as you are,’ Dr Chapman said.
‘This can sting, and people take out their hurt feelings on the products, for example by giving them low star ratings.’
The researchers said their findings carry a clear warning for retailers ahead of the upcoming festive season, as pushing improvement products as holiday gifts could backfire.
Shifting promotions for self-help items like fitness equipment or books could be shifted from November and December to January, they said, when consumers are focused on their own New Year’s resolutions.
When it comes to wrapping your Christmas presents, a separate study has previously revealed that most people prefer receiving gifts in simple packages.
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 of the most famous examples of terrible gift-giving is in the film Love Actually, when Emma Thompson’s character receives a Joni Mitchell CD after expecting a necklace
Analysis revealed that people giving a gift tend to prefer overpackaging, believing it shows they are being thoughtful.
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.
The study, published in the Journal of Retailing, reads: ‘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.’
