Gift-Giving and Valentine’s Day: Why the pressure?

Written by Aubrey-Dawn Palmer

Though Valentine’s Day is a day to share and express love to significant others, it also carries the obligation for romance and gift-giving which can be stressful, particularly to men (Otnes, et al., 1994). Gift-giving is symbolic. Gifts are representations of the emotions and meanings we attach to our relationships and the people we share them with (Ward & Broniarczyk, 2011). The awareness of this symbolism (even if subconscious) combined with the obligation surrounding Valentine’s Day, can increase the pressure.

Why the anxiety?

Questions of whether gifts are sufficient, significant and meaningful enough actually call into question our sense of identity. Believe it or not, when we give gifts, we are outwardly expressing our identities. In fact, studies have shown that people buy gifts that are congruent with their identity, and when they buy gifts contrary to that representation, even mildly (like a gift on someone’s registry), they experience anxiety and question their sense of identity security. This is why we experience stress around gift-giving (Ward & Broniarczyk, 2011).

Naturally, the gift-receiver experiences anxiety when a gift from someone doesn’t match their identity. Receivers of gifts are expected to be polite and accepting. Gifts are generally a representation of what someone thinks of us. When we receive a gift that is an identity mismatch, we question why the giver gave us that particular gift, usually subconsciously (Ward & Broniarcyzk, 2011, Ruffle, 1999). Receiving gifts is emotional: while surprise and joy are examples of the ideal, pride, embarrassment or disappointment are also emotions receivers may have to navigate (Ruffle, 1999).

But gifts are still important, so…

Having said all of this, gifts are also a lot of fun and can be incredibly meaningful. Gifts are a manifestation of intimacy, and receiving gifts that depict that furthers a sense of connection and intimacy with partners (Ward & Broniarcyzk, 2011 & Otnes, et al., 1994). Here are a few simple ways to lessen the pressure around Valentine’s Day gifts.

1. Simple is often better. Don’t worry about making things extravagant. The thought behind a gift is often more important than the gift itself.

2. Stick to a budget but balance that with sacrifice. People report that gifts a person sacrificed for (not in money necessarily but through time or in the form of service) can be particularly meaningful (Otnes, et al., 1994, Ruffle, 1999). It’s okay to be low-cost, but don’t be cheap. I don’t just mean cheap in terms of dollar signs, but in terms of time and thought. It’s always obvious when someone didn’t put thought into what is supposed to be a meaningful gift.

3. Valentine’s Day is the day to be sentimental and representational, so think about favorite memories or qualities you love about your significant other. Symbols of your relationship are particularly meaningful, dare I even say romantic. Like I said, these things can be simple. If my husband bought me a sleeve of Maria’s cookies and a 2 liter of grape soda and took me to a park to look at the stars or watch fireworks, that wouldn’t mean anything to you, but it would be very special to me.

4. Include self-gifts in your plans (Otnes, 1994). This doesn’t mean be selfish. Planning activities and food you both enjoy can take the pressure off of activities. This principle, not just romance, is part of why couples enjoy sex as a common part of Valentine’s Day festivities (Otnes et al., 1994).

5. If you know that Valentine’s Day or gift-giving creates stress for your partner, give them ideas. Be specific about what you do and don’t want.

Happy Valentine’s Day! Enjoy connecting!

Enjoy this Valentine’s Day by making gift-giving meaningful and practicing letting go of the pressure.

References

Otnes, C., Ruth J.A., & Milbourne, C.C. (1994). “The Pleasure and Pain of Being Close: Men’s Mixed Feelings About Participation in Valentine’s Day Gift Exchange”, in NA – Advances in Consumer Research Volume 21, eds. Chris T. Allen and Deborah Roedder John, Provo, UT: Association for Consumer Research, Pages: 159-164.

Ruffle, B. J. (1999). Gift giving with emotions. Journal of Economic Behavior & Organization, 39(4), 399–420. https://doi-10.1016/s0167-2681(99)00048-7

Ward, M. K., & Broniarczyk, S. M. (2011). It’s Not Me, It’s You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness. Journal of Consumer Research, 38(1), 164–181. https://doi-10.1086/658166

Aubrey-Dawn Palmer was born and raised in Farmington, New Mexico, and she has a bachelor’s degree in family studies from Brigham Young University. She has two younger brothers and is married to her best friend, Richard. In addition to her research on relationships, human attachment, and healthy sexuality, Aubrey-Dawn volunteers with her husband as a teacher for the Strengthening Families Program, is a research director for a counseling center, and works as a home counselor at a residential treatment center.