The Psychology of Gifting
Just what type of holiday gifter are you and what exactly does it say about your personality?
According to a new national survey of American women on the psychology of gifting by Kelton Research, the majority of women identify with one of four gifter profiles: emotional gifter, convenience gifter, practical gifter and last-minute gifter. And, regardless of the gifter profile -- and despite popular belief -- 60 percent of women say holiday shopping brings more joy than stress.
"That number surprised me, especially because so many women do the lion's share of holiday shopping," says Lisa Cavanaugh, USC professor and expert in consumer psychology. "More than 80 percent of married women said that they were responsible for 75 to 100 percent of their household's holiday shopping. The prevalence of happy holiday shoppers may be due, at least in part, to the increased number of possible gift options."
Cavanaugh offers insights on how to embrace your inner gifter by finding the best shopping resources and how to keep stress levels in check during the holiday shopping season.
The emotional gifter: This profile resonates with more women than any other profile. Forty-two percent of women consider themselves emotional gifters. They put a tremendous amount of effort into the gifting experience, buying unique, thoughtful gifts for each person on their list to show they really understand that person. They plan ahead, take time to wrap their own presents and hand-write a card to accompany each gift.
"The emotional gifter loves to give. A lot of time and energy goes into choosing one-of-a-kind gifts for everyone on your list," says Cavanaugh.
The convenience gifter: Sixteen percent of women identified with this one-stop shopper profile. …