… for tinsel and trapping, parcels and wrapping, jingle bells and mice napping. And regifting. A piece in the WSJ on the economic case for regifting snared me. Regifting has a bad reputation. I’m going to do my part to scrub that reputation clean. Consider economic utility. What is the usefulness or value the consumer derives from the product- in this case- the gift? The concept of utility is part economics and part psychology. This blending birthed behavioral economics, which in my opinion is the least dismal part of the dismal science.
Here’s how it works. In a perfect world, gift giving gives pleasure to both the giver and receiver. But the world isn’t perfect. Sometimes givers miss the mark. Sometimes receivers are just about impossible to please. When a gift misses the mark, economic utility is compromised. Even if you don’t care a wit about utility, you probably don’t want to seem like an ingrate. The social taboos around regifting are enough to make even a curmudgeon reluctant. Guilty, thoughtless, lazy and disrespectful are words associated with regifting. 1 in 7 people surveyed said they were unhappy with their gift but half of the disappointed people kept the gift anyway. Wasted dollars and a lot of unloved and unused clutter seemed a small price to pay to avoid guilty, thoughtless, lazy and disrespectful.
Isn’t it better to put the unwanted or unneeded gift into the hand of someone who wants it than letting it gather dust on a shelf or be tossed in the trash? Surely it is. And most givers agree. They don’t give in hopes of disappointing or burdening. Givers aren’t nearly as troubled by their gift being passed along as the recipient imagines. And even the most careful and creative giver sometimes lays an egg. With regifting, one man’s rotten egg becomes another man’s delicious omelette.
The greenery in the picture is regifting on steroids. Someone bought way too much garland. She gave it to a friend. The friend said thanks. That friend didn’t need it after all so she gave it to me. It came at just the right time. I was on my way to the Christmas tree purveyor to buy a bundle. I said thanks. The garland was hung and had a pleasing swag. A friend who knew I was going away for Christmas asked ( a little sheepishly) if she might take it off my hands before I left. No need for sheepishness! I was delighted she wanted it and grateful to take it down before it became dry and lifeless. She said thank you and is giving this garland its fourth life. That’s something to celebrate.
Maybe the greenery is “a perfect world” microcosm. Economic utility was maximized. The giver/receiver chain was long and satisfied. Everyone came out on top, although the greenery purveyor would take exception to that.
This gift-giving season, acknowledge that regifting isn’t taboo. Giving someone something that didn’t speak to you but you know will speak to them is thoughtful and generous. Maybe substitute sharing. That’s a reputation enhancer that might just put the Joyeux in Noël.