For every dollar spent on gifts, around 30 per cent is wasted. Sebastian Gollnow  /  AP Images
For every dollar spent on gifts, around 30 per cent is wasted. Sebastian Gollnow / AP Images

Science has discovered the rules of Christmas giving – and we break every one of them



By this time tomorrow, all the stress, decision-making and expenditure will finally be over. Well, until it’s time to go Christmas shopping again.

It might be called the festive season, but the gift-buying part is often anything but joyful. And even when it’s over, there’s that odd sense of a job done… but not done well.

There’s a reason for that. Researchers have identified the unwritten rules of gift-giving and it’s clear many of us break every single one. Get to know these rules, however, and not only will you be better at choosing gifts, but it will make the often painful process simpler and potentially far less expensive.

Just how bad we are at gifting has been quantified by Yale University economist Joel Waldfogel, who coined the term “deadweight loss of Christmas” to describe the personal wealth destroyed by buying unwanted gifts each year. According to him, for every dollar spent on gifts, around 30 per cent is actually wasted and with winter holiday gift expenditure in the US alone exceeding half a trillion dollars, that’s a staggering amount of waste. For example, according to advisory company CEB TowerGroup, roughly US$1 billion-worth (Dh3.7b) of gift cards go unspent annually.

So what are we doing wrong? Research by psychologists reveals that we’re just shockingly bad at predicting what the recipient will think of our gift.

There’s an obvious, if unexciting, remedy, though – find out what each person really wants, and give it to them. A 2011 study by Francesca Gino and Francis Flynn of Harvard and Stanford business schools respectively showed that people really are happier receiving gifts they have explicitly requested than they are with surprises.

It may seem cold or unimaginative, but in a classic demonstration of the pitfalls of gift-buying, the researchers found that people actually resented having their explicit request ignored in favour of something else. Why? Because it was seen to be the giver attempting to prove how imaginative they are as more important than meeting the recipient’s request.

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So what about showing what a tin ear you have for gift-buying by ignoring the recipient’s request and giving them something linked to a worthy cause. With its promise of being a “gift that gives twice”, charitable donations have become increasingly popular with gift-buyers. These gifts would appear especially suited for those we don’t know very well. After all, who could resent having their name on a certificate showing they were helping a good cause?

According to a study by Professor Lisa Cavanaugh, now at the University of British Columbia, and colleagues, however, this is a bad gift choice. Such gifts are rife with mismatched perceptions. While they might make donors feel good about themselves, recipients can feel they’ve been used as an excuse to indulge in some virtue-signalling. The researchers found that while close friends might be okay with this, more distant friends are very likely to resent it.

Back in the 1970s, researchers thought the perfect gift should aim to make the recipient feel one-of-a-kind, extraordinary and special. But it’s now clear that any definition of the perfect gift must take into account the closeness of the relationship between the giver and receiver, as well as how it might look from the recipient’s perspective, which is far from easy.

There’s one widely-held belief that research does support, however: price alone has no bearing on whether a gift is appreciated or not.

Working with fellow Stanford researcher Gabrielle Adams, Prof Flynn compared the beliefs of those buying an expensive gift with the actual level of appreciation from the recipients. The researchers found that while those giving the gift expected price to correlate with appreciation, there was actually no link at all.

But the most startling proof of the mismatch between perception and reality centres on perhaps the most unimaginative gift of all – cash.

Gino and Flynn found that while people believe this apparently lazy choice will be treated with contempt, it’s typically much appreciated. In fact, more so than a similarly-priced gift on a person’s wish-list.

Quite why isn’t clear. But the lesson is as stark as the title of Gino and Flynn’s paper – when it comes to giving gifts, “Give them what they want”.

The secret to successful gift-buying, it seems, is to keep it simple and stick to wish-lists or explicit requests and badger recipients for specific guidance. And if that fails, then give them money.

If, despite all the evidence, you still think you know what you’re doing and opt to give a surprise gift, then follow the advice of the US National Retail Federation and include the receipt, just in case you’ve somehow failed to hit the spot.

Of course, all this presumes that the gift has been chosen with the best of intentions, but that’s not always the case. A 2016 study by Dr Deborah Cohn of New York Institute of Technology identified gift choices where the giver really doesn’t care what the recipient thinks, or wants to send a message.

These include so-called “to you – for me” gifts, where it’s blatantly clear that the gift is going to benefit the giver at least as much as the recipient, and “aggressive” gifts. Dr Cohn cites a real-life case of the latter as a mother who had a blazing row with her daughter just before Christmas. On the big day, she gave her daughter a gift of a pocket knife, a bar of chocolate and a card saying “Good luck in the wild”.

Here’s hoping for something more congenial from Santa tomorrow. But failing that, at least some cash.

RESULT

Manchester United 2 Burnley 2
Man United:
 Lingard (53', 90' 1)
Burnley: Barnes (3'), Defour (36')

Man of the Match: Jesse Lingard (Manchester United)

COMPANY%20PROFILE
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The more serious side of specialty coffee

While the taste of beans and freshness of roast is paramount to the specialty coffee scene, so is sustainability and workers’ rights.

The bulk of genuine specialty coffee companies aim to improve on these elements in every stage of production via direct relationships with farmers. For instance, Mokha 1450 on Al Wasl Road strives to work predominantly with women-owned and -operated coffee organisations, including female farmers in the Sabree mountains of Yemen.

Because, as the boutique’s owner, Garfield Kerr, points out: “women represent over 90 per cent of the coffee value chain, but are woefully underrepresented in less than 10 per cent of ownership and management throughout the global coffee industry.”

One of the UAE’s largest suppliers of green (meaning not-yet-roasted) beans, Raw Coffee, is a founding member of the Partnership of Gender Equity, which aims to empower female coffee farmers and harvesters.

Also, globally, many companies have found the perfect way to recycle old coffee grounds: they create the perfect fertile soil in which to grow mushrooms. 

COMPANY PROFILE
Name: Kumulus Water
 
Started: 2021
 
Founders: Iheb Triki and Mohamed Ali Abid
 
Based: Tunisia 
 
Sector: Water technology 
 
Number of staff: 22 
 
Investment raised: $4 million 
At a glance

Global events: Much of the UK’s economic woes were blamed on “increased global uncertainty”, which can be interpreted as the economic impact of the Ukraine war and the uncertainty over Donald Trump’s tariffs.

 

Growth forecasts: Cut for 2025 from 2 per cent to 1 per cent. The OBR watchdog also estimated inflation will average 3.2 per cent this year

 

Welfare: Universal credit health element cut by 50 per cent and frozen for new claimants, building on cuts to the disability and incapacity bill set out earlier this month

 

Spending cuts: Overall day-to day-spending across government cut by £6.1bn in 2029-30 

 

Tax evasion: Steps to crack down on tax evasion to raise “£6.5bn per year” for the public purse

 

Defence: New high-tech weaponry, upgrading HM Naval Base in Portsmouth

 

Housing: Housebuilding to reach its highest in 40 years, with planning reforms helping generate an extra £3.4bn for public finances

Switching%20sides
%3Cp%3EMahika%20Gaur%20is%20the%20latest%20Dubai-raised%20athlete%20to%20attain%20top%20honours%20with%20another%20country.%0D%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EVelimir%20Stjepanovic%20(Serbia%2C%20swimming)%20%3C%2Fstrong%3E%0D%3Cbr%3EBorn%20in%20Abu%20Dhabi%20and%20raised%20in%20Dubai%2C%20he%20finished%20sixth%20in%20the%20final%20of%20the%202012%20Olympic%20Games%20in%20London%20in%20the%20200m%20butterfly%20final.%20%0D%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EJonny%20Macdonald%20(Scotland%2C%20rugby%20union)%20%3C%2Fstrong%3E%0D%3Cbr%3EBrought%20up%20in%20Abu%20Dhabi%20and%20represented%20the%20region%20in%20international%20rugby.%20When%20the%20Arabian%20Gulf%20team%20was%20broken%20up%20into%20its%20constituent%20nations%2C%20he%20opted%20to%20play%20for%20Scotland%20instead%2C%20and%20went%20to%20the%20Hong%20Kong%20Sevens.%20%0D%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ESophie%20Shams%20(England%2C%20rugby%20union)%20%3C%2Fstrong%3E%0D%3Cbr%3EThe%20daughter%20of%20an%20English%20mother%20and%20Emirati%20father%2C%20Shams%20excelled%20at%20rugby%20in%20Dubai%2C%20then%20after%20attending%20university%20in%20the%20UK%20played%20for%20England%20at%20sevens.%20%0D%3C%2Fp%3E%0A
NO OTHER LAND

Director: Basel Adra, Yuval Abraham, Rachel Szor, Hamdan Ballal

Stars: Basel Adra, Yuval Abraham

Rating: 3.5/5

The National's picks

4.35pm: Tilal Al Khalediah
5.10pm: Continous
5.45pm: Raging Torrent
6.20pm: West Acre
7pm: Flood Zone
7.40pm: Straight No Chaser
8.15pm: Romantic Warrior
8.50pm: Calandogan
9.30pm: Forever Young

Director: Shady Ali
Cast: Boumi Fouad , Mohamed Tharout and Hisham Ismael
Rating: 3/5

A MINECRAFT MOVIE

Director: Jared Hess

Starring: Jack Black, Jennifer Coolidge, Jason Momoa

Rating: 3/5

Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
THE BIO

Family: I have three siblings, one older brother (age 25) and two younger sisters, 20 and 13 

Favourite book: Asking for my favourite book has to be one of the hardest questions. However a current favourite would be Sidewalk by Mitchell Duneier

Favourite place to travel to: Any walkable city. I also love nature and wildlife 

What do you love eating or cooking: I’m constantly in the kitchen. Ever since I changed the way I eat I enjoy choosing and creating what goes into my body. However, nothing can top home cooked food from my parents. 

Favorite place to go in the UAE: A quiet beach.

Favourite book: ‘The Art of Learning’ by Josh Waitzkin

Favourite film: Marvel movies

Favourite parkour spot in Dubai: Residence towers in Jumeirah Beach Residence

KEY HIGHLIGHTS

Healthcare spending to double to $2.2 trillion rupees

Launched a 641billion-rupee federal health scheme

Allotted 200 billion rupees for the recapitalisation of state-run banks

Around 1.75 trillion rupees allotted for privatisation and stake sales in state-owned assets

COMPANY%20PROFILE
%3Cp%3E%3Cstrong%3ECompany%20name%3A%3C%2Fstrong%3E%20Revibe%20%0D%3Cbr%3E%3Cstrong%3EStarted%3A%3C%2Fstrong%3E%202022%0D%3Cbr%3E%3Cstrong%3EFounders%3A%3C%2Fstrong%3E%20Hamza%20Iraqui%20and%20Abdessamad%20Ben%20Zakour%20%0D%3Cbr%3E%3Cstrong%3EBased%3A%3C%2Fstrong%3E%20UAE%20%0D%3Cbr%3E%3Cstrong%3EIndustry%3A%3C%2Fstrong%3E%20Refurbished%20electronics%20%0D%3Cbr%3E%3Cstrong%3EFunds%20raised%20so%20far%3A%3C%2Fstrong%3E%20%2410m%20%0D%3Cbr%3E%3Cstrong%3EInvestors%3A%20%3C%2Fstrong%3EFlat6Labs%2C%20Resonance%20and%20various%20others%0D%3C%2Fp%3E%0A
In numbers: PKK’s money network in Europe

Germany: PKK collectors typically bring in $18 million in cash a year – amount has trebled since 2010

Revolutionary tax: Investigators say about $2 million a year raised from ‘tax collection’ around Marseille

Extortion: Gunman convicted in 2023 of demanding $10,000 from Kurdish businessman in Stockholm

Drug trade: PKK income claimed by Turkish anti-drugs force in 2024 to be as high as $500 million a year

Denmark: PKK one of two terrorist groups along with Iranian separatists ASMLA to raise “two-digit million amounts”

Contributions: Hundreds of euros expected from typical Kurdish families and thousands from business owners

TV channel: Kurdish Roj TV accounts frozen and went bankrupt after Denmark fined it more than $1 million over PKK links in 2013 

Our family matters legal consultant

Name: Hassan Mohsen Elhais

Position: legal consultant with Al Rowaad Advocates and Legal Consultants.

The rules on fostering in the UAE

A foster couple or family must:

  • be Muslim, Emirati and be residing in the UAE
  • not be younger than 25 years old
  • not have been convicted of offences or crimes involving moral turpitude
  • be free of infectious diseases or psychological and mental disorders
  • have the ability to support its members and the foster child financially
  • undertake to treat and raise the child in a proper manner and take care of his or her health and well-being
  • A single, divorced or widowed Muslim Emirati female, residing in the UAE may apply to foster a child if she is at least 30 years old and able to support the child financially
Match info

Manchester United 1 (Van de Beek 80') Crystal Palace 3 (Townsend 7', Zaha pen 74' & 85')

Man of the match Wilfried Zaha (Crystal Palace)

Qosty Byogaani

Starring: Hani Razmzi, Maya Nasir and Hassan Hosny

Four stars