Whether it’s a birthday, Christmas or another special occasion, the timing of giving a gift is seen as a gesture of respect. According to a study conducted by Cory Haltmana doctoral candidate in marketing at The Ohio State University, this concern is not shared by the recipient of the gift:
Our research shows that recipients are not as upset by a delay as donors fear.
The work, published on Journal of Consumer Psychologyanalyzed the differences between how donors perceive the importance of punctuality versus the recipient of the gift. And the results are enlightening: punctuality is overrated, and a late gift is still appreciated.
Because we do too much problems?
The reason for so much anxiety lies in our desire to communicate affection and attention. Second Rebecca Reczekco-author of the study, we fear that a late gift could be interpreted as a lack of interest. Yet, the person receiving the gift doesn’t think about this at all.
In one of the experiments, researchers asked a group of students to imagine receiving a belated gift, such as ice cream delivered two weeks after a birthday. The results? Those who received the gift were not bothered at all, while those who gave it believed that the delay could compromise the relationship, as Reczek comments:
This shows how hard we are on ourselves when it comes to gifts.
An interesting aspect that emerged from the study concerns the type of gift. Those who give a personalized gift feel less guilty about the delay than those who choose a standard gift, as Reczek points out:
Personalizing a gift, even with small details, can transform a delay into a gesture that communicates attention and care.
Delay yes, but not too much
There is, however, a time limit. A late gift of a few days or two weeks is generally welcome, but if the delay extends up to two months, even the recipients begin to perceive it negatively. However, the study points out that not delivering a gift at all is much more damaging to the relationship, as Haltman explains:
When it comes to gifts, better late than never. The real disappointment is not receiving anything.
