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While many gift givers think elaborate packaging is thoughtful, a personal note makes a bigger statement, according to recently published research

SAN LUIS OBISPO, Calif. — The expression “Good things come in small packages” suggests that we shouldn’t judge a gift by its size. Yet, according to new research from a Cal Poly marketing professor, as the Christmas holiday approaches, gift givers can be expected to overpackage gifts, falsely thinking that elaborate or supersized wrapping is a symbol of their thoughtfulness.

“Over 50 percent of products and gifts on the market are reportedly overpackaged,” said Miranda Yin, whose research on the topic was recently published in the Journal of Retailing. “Givers — myself included — often fall into the ‘more is better’ mindset, which heavily fuels this overpackaging trend."

Overpackaged gifts include the use of overly large boxes, multiple layers of paper and excessive ribbons.

“This research is definitely useful for both gift-givers and retailers,” Yin said. “Gift-givers can benefit by considering that while they might love elaborate packaging, recipients typically prefer simpler, regular packaging. For retailers, our findings suggest it’s time to rethink the excessive packaging trend. Offering optional packaging choices and promoting sustainable practices could help meet consumer preferences and reduce waste from the start.”

The paper Yin co-authored, “Thoughtful or Thoughtless? Asymmetric Attitudes of Gift-givers and Gift-recipients toward Overpackaged Gifts,” found that gift recipients actually prefer simplicity, interpreting excessive packaging as less thoughtful and viewing the giver as prioritizing presentation over substance.

So, while “it’s all in the packaging” might be a staple of marketing, moderation during the gift-giving season is the key.

“Packaging plays a big role in catching consumer attention, but piling on materials isn’t always the best move,” Yin said. “Overpackaging — defined as ‘packaging that doesn’t directly contain the product or serve a grouping purpose’ — can actually backfire.”

Christmas, the most popular time for gift giving, is rife with over-wrapped presents, Yin said.

“During the holidays, givers love to go all out with the wrapping to create that ‘wow’ moment,” she said. “But once the excitement fades, recipients can feel a bit overwhelmed by all the leftover waste. So, no matter the occasion or the closeness between givers and recipients, sticking to regular packaging is usually the safest — and most eco-friendly — route.”

Recipients might think a gift is more thoughtful, she said, if the present includes a personal missive.

“Adding a heartfelt note, especially on a tiny gift, can make a world of difference,” she said. “It’s the touch that says, ‘Hey, I thought of you,’ ‘only for you,’ ‘customized for you.’ or ‘I remembered you like it,’ can enhance the recipients’ positive evaluation of the gift.”

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Photo: Research conducted by Miranda Yin, assistant professor of economics at Cal Poly, concluded that gift givers are increasingly overpackaging their presents even though recipients would prefer they keep it simple.

Photo by Jahan Ramezani