As the holiday season barrels toward us, shopping carts buckle under the weight of wrapping paper, glitter, and good intentions. But while millions rush to find the “perfect” gift, a multi-university team of marketing researchers is urging us to shift – from materialism to meaning.

That’s the message in a research paper coauthored by Cele Otnes, professor emerita at Gies College of Business at the University of Illinois Urbana-Champaign. The researchers’ conclusion is simple but profound: giving shouldn’t just feel good — it should do good.

The paper, “Defining and Delineating Mindful Gifting: A Review and Research Agenda” is coauthored with Ines Branco-Illodo (University of Stirling), Teresa Heath (University of Minho), and Julian Givi (West Virginia University), and it was published in the journal Psychology & Marketing.

Notably, the paper introduces a concept that could reshape how we give and receive presents: mindful gifting.

“Mindful gifting isn’t about buying cheap or recyclable goods for everybody; it’s about engagement between the giver, the recipient, and any others who may be involved,” Otnes said. “Mindful gifting happens when everyone in that network is thinking about ‘What’s the impact of the gift on self, society, and environment? How can we use gift-giving as an instrument of care?’"

The research lands at a time when global gift spending is soaring — expected to hit $43.3 billion by 2027 — even as concerns about waste, sustainability, and emotional burnout rise. The authors argue that while gift exchange is one of humanity’s most universal rituals, it has become entangled with excess and expectation.

“Cultural norms often encourage extravagant and wasteful gifting,” Otnes said. “But exchanging gifts can also foster personal and communal well-being when approached with care and temperance.”

In other words, the problem isn’t giving; it’s how we give.

Three Dimensions of Care

Mindful gifting, according to the paper, means considering the effects of our gifts on the self, society, and the environment before, during, and after the exchange. It’s not about scrimping or ditching holiday cheer, but about cultivating awareness — buying and sharing gifts in ways that reflect empathy, ethics, and sustainability.

The research identifies three dimensions of care:

1. Caring for the Self: Research on gift giving supports the norm of buying yourself a gift. And you don’t need to feel guilty about it. Thoughtful self-gifts can be restorative, nurture well-being, and boost self-esteem, but they can also spiral into overindulgence. It’s ok to splurge on that coffee or cozy sweater if it genuinely uplifts you.

“If I had a bad day, and I decide I need a new car, it may cheer me up in the moment, but I’m definitely going to regret that later,” Otnes said. “But if I go buy myself some new clothes, I’m much less likely to regret that. So, I think that's the line. Make sure you’re thinking about your wellness – not just right now, but also when the bill comes due.”

2. Caring for Others: The study shows that many gift givers overspend, overthink, and overdo it — often with consequences that contradict their intended effect. Lavish gifts can make recipients uncomfortable or indebted; “improving” gifts, like diet cookbooks or gym memberships, can hurt feelings more than they help. Instead, mindful gifting calls for understanding a recipient’s true needs, communicating openly, and giving from a place of authenticity rather than obligation.

“The hardest gift to give is the first gift you ever give someone,” Otnes said. “That’s because norms aren’t set yet – budgets, expectations, or even whether to exchange gifts at all. It’s important that you spell those out together.”

3. Caring for Community and Planet: This dimension involves asking what happens to the planet and our community when we give? From overpackaged trinkets to excessive stocking stuffers, holiday giving is notoriously wasteful. The authors argue that sustainable choices — like re-gifting, donating pre-loved items, or buying from ethical brands — can express love for both people and the planet.

“Another way to promote mindful gifting is to give experiences rather than things; by doing so, you’re also promoting economic and community sustainability,” Otnes said. “This is also a great way to support local restaurants, cultural venues, and parks that depend on neighborhood support.”

The Gift of Temperance

At the heart of mindful gifting lies the concept of temperance — the ability to balance generosity with restraint. The authors suggest that by practicing moderation and awareness, givers can deepen the meaning of the exchange.

That might mean buying fewer, but more thoughtful, gifts, opting for handmade or secondhand items, or simply writing a heartfelt note. It also means embracing imperfection: not every gift has to dazzle to delight.

“Make sure gift-giving rules are explicit and adhered to — set limits to avoid the January debt hangover,” Otnes advises. “And some taboos deserve retiring. Cash isn’t unacceptable anymore — it’s often the most wanted gift. Likewise, consider ‘pre-giving’ family heirlooms while you’re still alive to tell their stories.”

Mindful gifting is bigger than a personal resolution — it’s a social nudge. It can reduce waste, support local economies, and restore emotional depth to a tradition often mired in stress. Marketers have a role to play, too, by championing durable offerings, community experiences, and transparent norms over hype and excess.

“The trick is to maintain attentiveness to care — primarily to the relationship — while creating sustainable practices that support people, communities, and, yes, the environment,” Otnes said.