Why sending a belated gift is not as bad as you probably think − and late is better than never
<p><em><a href="https://theconversation.com/profiles/rebecca-walker-reczek-232584">Rebecca Walker Reczek</a>, <a href="https://theconversation.com/institutions/the-ohio-state-university-759">The Ohio State University</a>; <a href="https://theconversation.com/profiles/cory-haltman-2240693">Cory Haltman</a>, <a href="https://theconversation.com/institutions/the-ohio-state-university-759">The Ohio State University</a>, and <a href="https://theconversation.com/profiles/grant-donnelly-1250966">Grant Donnelly</a>, <a href="https://theconversation.com/institutions/the-ohio-state-university-759">The Ohio State University</a></em></p>
<p>If finding the right present and making sure the recipient gets it on time leaves you feeling anxious, you’re not alone. More than half of Americans say <a href="https://www.lendingtree.com/credit-cards/study/holiday-gift-stressors/">that gift-giving stresses them out</a>.</p>
<p>Concerns about on-time delivery are so common that people share holiday <a href="https://www.goodmorningamerica.com/living/story/christmas-shipping-deadlines-2024-74159960">deadlines for each shipping service</a>. And in the event that you can’t meet these deadlines, there are now handy <a href="https://www.washingtonpost.com/lifestyle/home/package-delays-christmas-gifts-etiquette/2020/12/23/578a369e-43a5-11eb-b0e4-0f182923a025_story.html">etiquette guides</a> offering advice for how to inform the recipient.</p>
<p>If you’ve sent late gifts thanks to <a href="https://www.washingtonpost.com/business/2020/12/15/postal-service-holiday-packages-delays/">shipping delays</a>, <a href="https://nymag.com/strategist/article/top-gifts-to-buy-before-they-sell-out-2022.html">depleted stocks</a> or even good old-fashioned <a href="https://wwd.com/feature/last-minute-holiday-shopping-survey-reveal-curious-consumer-trends-1234684998/">procrastination</a>, our new research may offer some welcome news.</p>
<p>In a series of studies that will soon be published in the Journal of Consumer Psychology, we found that people overestimate the negative consequences of sending a late gift.</p>
<h2>Trying to follow norms</h2>
<p>Why do people tend to overestimate these consequences? Our findings indicate that when people give presents, they pay more attention <a href="https://doi.org/10.1002/jcpy.1318">to norms about gifting</a> than the recipients do.</p>
<p>For example, other researchers have found that people tend to be reluctant to give <a href="https://doi.org/10.1348/014466604X23428">used products as presents</a> because there’s a norm that gifts should be new. In reality, though, many people are often open to receiving used stuff.</p>
<p>We found that this mismatch also applies to beliefs about the importance of timing. Many people worry that a late gift will signal that they don’t care about the recipient. They then fear their relationship will suffer.</p>
<p>In reality, though, these fears are largely unfounded. Gift recipients are much less worried about when the gift arrives.</p>
<p>Unfortunately, aside from causing unnecessary worry, being overly sensitive about giving a late present can also influence the gift you choose to buy.</p>
<h2>Compensating for lateness</h2>
<p>To test how lateness concerns affect gift choice, we conducted an online study before Mother’s Day in 2021. We had 201 adults participate in a raffle. They could choose to send their mother either a cheaper gift basket that would arrive in time for the occasion or a more expensive one that would arrive late.</p>
<p>Concerns about lateness led nearly 70% of the participants to choose the less expensive and more prompt option.</p>
<p>In another study, we conducted the same kind of raffle for Father’s Day and got similar results.</p>
<p>Aside from finding that people will choose inferior items to ensure speedier delivery, we also found that givers may feel that they can compensate for lateness with effort.</p>
<p>In another online study of 805 adults, we discovered that participants were less likely to expect a late delivery to damage a relationship if they signaled their care for the recipient in a different way. For example, they believed that putting an item together by hand, versus purchasing it preassembled, could compensate for a present being belated.</p>
<h2>Better late than never?</h2>
<p>If sending something late isn’t as bad as expected, you may wonder whether it’s OK to simply not send anything at all.</p>
<p>We’d caution against going that route.</p>
<p>In another online study of 903 participants, we found that recipients believed that not receiving anything at all was more likely to harm a relationship than receiving something as much as two months late.</p>
<p>That is, late is better than never as far as those receiving gifts are concerned.</p>
<p>You may want to keep that in mind, even if that new <a href="https://www.theguardian.com/lifeandstyle/2021/dec/19/game-over-why-santa-may-struggle-to-bring-you-that-ps5-xbox-or-ipad">gaming console</a>, <a href="https://variety.com/2020/biz/news/baby-yoda-animatronic-toy-sold-out-hasbro-1203510368/">action figure</a> or <a href="https://www.usatoday.com/story/tech/2019/12/24/oculus-quest-headsets-sold-out-into-february/2742443001/">virtual reality headset</a> is sold out this holiday season. It could still be a welcome surprise if it arrives in January or February.<img style="border: none !important; box-shadow: none !important; margin: 0 !important; max-height: 1px !important; max-width: 1px !important; min-height: 1px !important; min-width: 1px !important; opacity: 0 !important; outline: none !important; padding: 0 !important;" src="https://counter.theconversation.com/content/244012/count.gif?distributor=republish-lightbox-basic" alt="The Conversation" width="1" height="1" /></p>
<p><a href="https://theconversation.com/profiles/rebecca-walker-reczek-232584"><em>Rebecca Walker Reczek</em></a><em>, Professor of Marketing, <a href="https://theconversation.com/institutions/the-ohio-state-university-759">The Ohio State University</a>; <a href="https://theconversation.com/profiles/cory-haltman-2240693">Cory Haltman</a>, Ph.D. Candidate in Marketing, <a href="https://theconversation.com/institutions/the-ohio-state-university-759">The Ohio State University</a>, and <a href="https://theconversation.com/profiles/grant-donnelly-1250966">Grant Donnelly</a>, Assistant Professor of Marketing, <a href="https://theconversation.com/institutions/the-ohio-state-university-759">The Ohio State University</a></em></p>
<p><em>Image credits: Shutterstock </em></p>
<p><em>This article is republished from <a href="https://theconversation.com">The Conversation</a> under a Creative Commons license. Read the <a href="https://theconversation.com/why-sending-a-belated-gift-is-not-as-bad-as-you-probably-think-and-late-is-better-than-never-244012">original article</a>.</em></p>
