The Three Rules of Giving the Perfect Gift, According to Science

Change the way you think about shopping this year.

Roaring into the holiday season.

Matthew Kronsberg

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Hi, I’m Matthew Kronsberg, and I write about gear, gadgets, and occasionally food around here. Allow me to welcome you all to Shopping Season 2022. May the odds be ever in your favor.

This time of year, I spend way too much time thinking about the odds. I can't help but try to take an empirical approach to the subjective, slippery, maddening world of gracious gift giving. Which present is more likely to make the recipient happy—a total surprise, or the thing they actually asked for? What are the chances that spending 50% more on a gift will deliver 50% more happiness?