Words Laura Potter. Photograph Stocksy
New research has revealed a common gift-buying blunder: chasing a reaction. US researchers discovered that gift givers focus on the ‘big reveal’, so we choose presents that will elicit surprise and delight as loved ones rip them open, rather than genuine satisfaction afterwards. Receivers of gifts, though, derived the most pleasure from items (like books) that givers often avoid, anticipating that they won’t produce a ‘wow moment’. Maybe save the fun reaction for a hilarious card, and pick a present with a little more longevity, so your gift won’t be cast asunder by New Year’s Eve. Now that’s a savvy Santa move.