Re-thinking the Economics of Christmas Gifts
Ah, Christmas Eve! Tis the season for lights, music, laughter, joy, and economists’ grinchy discussions of the inefficiency of gift giving. In 1993, Joel Waldfogel published an article called “The Deadweight Loss of Christmas.” In it, he argues that gift-giving is inefficient because gift givers often pay more for the gift than it is worth to its recipient. The better the giver knows the receiver, the more likely they are to give something of higher value to the recipient, and the more efficient gift giving becomes. But, Waldfogel uses survey data to show that Christmas gift-giving “destroys between 10 percent and a third of the value of gifts.”
By Waldfogel’s logic, my parents’ early Christmas surprise to me this year was so close to perfectly efficient that it was, in fact, perfectly inefficient.
Here’s the story:
This year, I took advantage of Black Friday sales to buy myself a large tool I have been wanting for several months. To my surprise, when the shipping company called to arrange delivery, they announced they had TWO of this same item to deliver to my address. It turns out, my parents had purchased the same tool for me as an early Christmas gift!
Perfectly efficient—I was obviously willing to pay exactly what my parents paid for the gift. Perfectly inefficient—I didn’t need two. But, after a very inefficient hour on the phone with the original shipper and the shipping company, the problem was solved. One shipment was returned, and the other was delivered to my house, a very thoughtful and almost perfectly efficient Christmas gift.
Waldfogel argues my parents would have eliminated all inefficiency by giving me the cash they spent on the tool rather than the tool itself. Cash is always worth to the recipient exactly what it costs the giver.
Waldfogel’s work makes great sense theoretically, but it was not without controversy. In fact, it sparked over a decade of debate in Economics journals about how to measure the efficiency of gift giving and whether Waldfogel’s estimates were too pessimistic. My favorite articles from among the critiques of Waldfogel are those that find the value of the gift to the receiver may sometimes be higher than the price paid by the giver. There is a good, theoretical explanation for this, in the case where the receiver just hasn’t yet bought for themselves an item they value greater than the market price.
But, my experience this Christmas has brought up for me another explanation, one that is not well-explored in the economics literature.
I believe simply receiving something as a gift has the potential to increase the value of that item to the receiver. Most of us probably own things we would never have bought for ourselves but that we wouldn’t dream of giving away simply because of who gave it to us. I call this the warm glow of receiving.
Economist James Andreoni coined the term “warm glow” in reference to the satisfaction a gift giver gets from their act of altruism. His life’s work was to show there is economic rationality in altruistic preferences.
I believe a similar warm glow is felt by the receiver of an altruistic act. Some might call it sentimentality. Others might view it as confirmation of a social status. I believe it is the value we place on being thought about, appreciated, loved, seen. Economists have spent decades measuring the warm glow of giving. We have paid far less attention to the quiet but real satisfaction of receiving a gift that says: I see you.
That warm glow adds value back into a transaction that otherwise may seem inefficient. The hour I spent on the phone correcting our blunder is nothing compared to the joy of knowing my parents saw and so perfectly met my need for that tool.
I pray that you and your family will be surrounded by the warmest of glows as you give and receive this holiday season. Merry Christmas!
———–
Dr. Melissa Trussell is a professor in the School of Business and Public Management at College of Coastal Georgia who works with the college’s Reg Murphy Center for Economic and Policy Studies. Contact her at mtrussell@ccga.edu. The views expressed in this article are those of the author and do not necessarily represent those of the College of Coastal Georgia.