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With Valentine’s Day coming nearer and nearer, many shoppers are scrambling to search out items for his or her dates or romantic companions. Though retail shops and florists attempt to make shoppers consider of their adverts that the answer is really easy (“Nothing says ‘I really like you’ like a field of chocolate/flowers/jewellery”), shoppers may really feel that heart-shaped goodies or bouquets of roses are too generic to essentially categorical their romantic emotions, or they could have given very comparable items on earlier Valentine’s Days. However what’s the different?
Researchers Julian Givi and colleagues argue of their latest work (revealed in 2023 within the Journal of Client Psychology) that buyers usually overthink gift-giving and concentrate on particular facets of the present whereas pondering too little in regards to the precise wants and desires of the recipient. Valentine’s Day may supercharge this habits, because the strain to point out one’s emotions by way of deciding on an excellent present may be even higher than on different holidays.
As a client researcher myself, right here’s my recommendation on tips on how to choose items that put the recipient entrance and middle, and (hopefully) make them really feel particular:
Neglect in regards to the price ticket. We’d consider that the extra we spend, the extra the recipient will respect our present. Nevertheless, that’s not the case. The constructive impact of costly present is just small and might even flip right into a damaging impact when individuals understand the items as so costly that they appear patronizing.
Assume longer-term. We are going to doubtless solely be with the recipient once they open the current and far much less prone to be there once they really eat it. Thus, it may be tempting to concentrate on enjoyable or shocking items that elicit stronger feelings within the second. However the recipient will respect a present that they use greater than a present that appears nice within the second when it’s opened.
Don’t fear about novelty. Particularly for long-term companions and spouses, it may be difficult to give you items as a result of we’ve seemingly given them the whole lot attainable already. We really feel like we’d like novel concepts. But, recipients usually don’t thoughts repetition. In the event that they had been comfortable to obtain an excellent guide final 12 months, chances are high they might be simply as comfortable this 12 months. Don’t be afraid of repetition for those who really feel like a selected present made the recipient really comfortable.
Most significantly, remember what you wish to categorical with the Valentine’s Day present. When you’d prefer to really feel nearer to your romantic accomplice, the perfect present may really be creating recollections collectively. Analysis by Leif Van Boven and Tom Gilovich (2003) exhibits that purchasing experiences makes shoppers happier than shopping for materials items, so why not give high quality time collectively?
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