Science says: Gifting is good for you

It’s common knowledge that receiving and giving gifts makes us feel good. But did you know that gifting can go deeper and affect your health? Neurological and Psychological research demonstrates the benefits of gifts, not only for the recipient but also for the giver. New studies show that a great gift experience can elicit long-term positive emotions, promote cooperation and social connection, improve physical health, and reduce stress. But does it really? This week, the gifting experts review the research and the impact of employee appreciation gifts.

The Emotional Benefits of Gifting

Elizabeth Dunn, a professor of Psychology at the University of British Columbia, conducted a study that found people tend to feel happier when giving a gift to someone else than when buying something for themselves. Generous behavior produces pleasurable feelings, including stimulating the neurocircuits involved in reward, the same circuits activated by eating, receiving money, and sex.  Happiness expert and psychology professor at the University of California, Sonja Lyubomirsky, saw similar results when she asked people to perform five acts of kindness each week for six weeks.

Lyubomirsky’s study found that giving gifts activates brain regions associated with pleasure, social connection, and trust, creating a “warm glow” effect. This process can also extend beyond the giver and recipient: when we do something nice for another person, they may be more likely to pay it forward.

The Social Benefits of Gifting

Several studies have suggested that when you give to others, you will likely be rewarded by others down the line—sometimes by the person you gave to, sometimes by someone else. What’s more, when we give to others, we don’t only make them feel closer to us; we also feel closer to them. “Being kind leads you to perceive others more positively,” writes Lyubomirsky in her book The How of Happiness, and this “fosters a heightened sense of interdependence and cooperation in your social community.”

The research also found that gifts can elicit feelings of gratitude, and gratitude is integral to happiness, health, and social bonds. A recent study led by Nathaniel Lambert at Florida State University found that expressing gratitude to a close friend or colleague strengthens our sense of connection to that person. These exchanges promote trust and cooperation, strengthening our ties to others—and research shows that positive social interactions are central to good mental and physical health.

The Health Benefits of Gifting

Extensive research has linked various forms of giving to better health. Researchers suggest that prosocial behavior (thinking about others rather than oneself), such as gift-giving, can improve immune function, lower blood pressure, and reduce stress. In a study by Rachel Piferi of Johns Hopkins University and Kathleen Lawler of the University of Tennessee, people who valued giving [gifts] to others had a greater direct physiological benefit than participants who didn’t.

Neurologists suggest that our brains are wired to derive pleasure from giving. Studies have found quantitative evidence that we feel greater happiness when spending money on others than when we spend it on ourselves. One study from the University of Zurich found that even planning to give a gift activates brain regions associated with altruism and happiness. 

People benefit simply from the recipient’s reaction when they open their gift, providing a psychological boost for the giver and triggering the release of endorphins in the brain, similar to a workout or falling in love. With a 2022 Gallup poll finding that Americans spend $932 on gifts per year, it’s safe to say that gifting is an investment in your health. But don’t forget, there’s more to gifting than how much is spent. The research found that it’s more important to ensure your gift is something the recipient wants. Receiving a gift we like can trigger pleasurable brain responses, including dopamine, oxytocin, and serotonin.

Given all of the research conducted, it’s safe to say that introducing gifting year-round is the best thing you can do for your health in 2024. 😉 It can help you build stronger social connections, live a longer, healthier life, and even jumpstart a cascade of gratitude through your workplace or community. So don’t be surprised if you find yourself benefiting from a great gift experience with Cultivate in more ways than one. As the Gifting Experts, we’ve tapped into the science of on-site gifting experiences that leave everyone feeling better than when they started.

To explore gifting programs that improve your network's health and morale, look no further than Cultivate!  Connect with one of our Gifting Experts to find the Online or On-site Gifting solution that best fits your company’s goals and needs.