Imagine receiving a gift that suggests self-improvement, such as a gym membership or Botox treatment. How would that make you feel? The self-improvement industry, valued at approximately US$48 billion, is thriving on the notion that many would appreciate such gifts. But is this really the case?
Retailers seem to believe so. From promoting fitness equipment for Mother’s Day to offering beauty teas that claim to enhance complexion in gift sets, the market is flush with self-improvement gifts. Instagram influencers even tout Botox treatments as “the new flowers” for Valentine’s Day.
Reactions to Self-Improvement Gifts
As a researcher in consumer behavior, I joined forces with Farnoush Reshadi to explore if people actually appreciate these gifts. Our initial survey of 97 U.S. adults revealed that two-thirds had received self-improvement gifts. However, not all recipients welcomed these presents.
We conducted an experiment with 209 participants who imagined receiving either a self-improvement calendar or a fun fact calendar. Those who envisioned receiving the self-improvement calendar reported feeling more hurt than those who imagined the fun fact version.
Retailer Challenges
Recipients of self-improvement gifts may hesitate to express their hurt feelings due to social norms that dictate gratitude for gifts. Consequently, they might cope by venting or criticizing the gift online.
Our findings confirmed this tendency. Compared to neutral gifts, self-improvement gifts received lower ratings and negative feedback, impacting retailers who rely on positive reviews to maintain their reputation and revenue.
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Addressing Negative Reviews
To mitigate negative feedback, retailers should reconsider marketing self-improvement products as gifts. Encouraging self-purchase, especially during New Year’s resolution season, could be more effective. Additionally, avoiding promotional campaigns around gifting occasions may reduce unwanted purchases.
Strategies for Retailers
Two effective work-arounds emerged from our research. First, offering financial incentives for reviews can neutralize negative ratings. In one study, participants who received a Visa gift card alongside a weight-loss tea rated it similarly to a regular tea.
Second, personalizing review requests by framing them as coming from an individual can improve ratings. Participants who received personalized requests rated weight-loss teas more favorably.
Ultimately, while self-improvement gifts may be well-intentioned, they are often perceived negatively. Consider choosing a different type of gift to ensure a positive experience for both the recipient and the retailer.
