This holiday season, the power of a personal touch can make the difference, explains Dr Diletta Acuti from the Bath Retail Lab. Whether it’s a customised chocolate bar or a handcrafted personalised scarf, gifts crafted with care are the ones that leave a lasting impact.
As the holiday season approaches, many of us face the same question: what makes a truly memorable gift? While thoughtfulness and effort are key ingredients, there’s also a less obvious factor – vicarious pride.
Gift-giving is an age-old tradition, but in today’s world, personalisation has become a powerful way to make gifts stand out. Our recent research explored why customised gifts are so appreciated by recipients.
Across four experiments – two involving real‐life pairs of friends – we found that a personalised gift invokes a unique emotional response: vicarious pride. This may explain why such gifts resonate so deeply.
So, what is vicarious pride? It is a sense of satisfaction that mirrors what the giver feels after having put thought and effort into creating something unique. Imagine your friend personalising a chocolate bar with your favourite flavours on the wrapper or writing your name on a leather journal. You don’t just appreciate the care and intention they put into crafting that gift; you feel them.
That connection transforms the gift from a mere object into a meaningful experience. This emotional boost also affects recipients’ self-esteem, making them feel more valued and cherished.
Assessing the effects
To demonstrate the effects of personalised gifts, we conducted four experimental studies. In the first, 74 participants gifted clothes to a friend – either personalised or not. We assessed gift appreciation by asking recipients to change any items of the gift they did not like. Recipients of personalised gifts changed fewer outfit items, reflecting greater appreciation.
In the second study, we showed 134 participants videos of T-shirt selection processes – one showing gift customisation, the other a gift selection made by surfing different websites. We also manipulated the time and effort of the process.
We found that appreciation was higher in the case of the customised gift, regardless time and effort the giver put into the process. Studies 3 and 4, conducted online with a mug and wristwatch as gifts, confirmed that customisation increased appreciation and enhanced recipients’ self-esteem.
So, how does this matter when it comes to holiday shopping? When choosing a gift this festive season, personalisation can be a game-changer. But it’s not just about selecting a customisable option: you also need to communicate that effort to your recipient.
Sharing why you chose elements of the gift or the thought that went into it will make the recipient appreciate it even more. Indeed, this additional effort helps them to connect with the pride you felt in your choices, making the gift even more meaningful.
Additionally, because people value personalised gifts more, they are more likely to take care of them over time. This makes gift-giving not just an emotional exchange but also a (potentially) sustainable one. A carefully preserved gift avoids waste and fosters long-term satisfaction. For instance, a personalised leather wallet that is well cared-for can last years, reducing the need for replacements.
Making it count
For brands, personalisation represents an incredible opportunity – but only if it’s done thoughtfully. Personalised gifts are valued regardless of the time and effort spent on them, so brands should aim to streamline the customisation process for shoppers. Simplicity matters, especially during such a busy season.
Moreover, brands can enhance the experience by helping buyers to highlight their personal touch. Using ‘made by’ signals – such as including the giver’s name, a short message about the process or a visual representation of the customisation – can make things even more impactful. These small additions reinforce the emotional connection between the giver and the recipient.
Many brands already excel at making customisation simple and meaningful. Tony’s Chocolonely, a Dutch brand that produces and sells ethically sourced chocolate, enables consumers to create custom wrappers, perfect for adding a heartfelt message or festive design. A personalised chocolate bar isn’t just a (delicious) chocolate bar - it is a thoughtful, meaningful gesture.
Etsy, a marketplace for handcrafted gifts, features a wide range of customisable items, from engraved cutting boards to tailor-made jewellery. The platform enables gift-givers to collaborate with artisans, ensuring that each piece is unique.
Personalised gifts go beyond the material: they create a deeper emotional connection by fostering vicarious pride. By taking a little extra time to customise a gift and communicate that effort, we can create an experience the recipient will appreciate and value long after the holidays are over.
Thoughtful, personalised gifts aren’t just more appreciated; they are also more likely to be cherished, making the act of giving both memorable and sustainable.
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