We all know that warm, honest feeling of pure joy when a loved one opens the gift you carefully picked out just for them; but why does that happen? Besides the fact that giving is the morally correct thing to do, scientific evidence shows that gift-giving promotes the brain’s release of feel-good chemicals (endorphins, dopamine, and oxytocin). While both the giver and the receiver experience these sensations, the giver’s feelings are longer lived. It starts when someone is picking out the perfect gift, then wrapping, and finally giving it to someone else. However, the receiver only experiences the happy chemicals when they are unwrapping the gift.
Interestingly enough, the brain actually undergoes different responses when a person is the giver rather than the receiver. This effect is commonly known as the ‘warm glow’, which is the natural delight in doing something for others; but what makes this unique from receiving the gift is the ‘reward’ of doing something good.
When the brain can reward itself internally, instead of being assured from external factors, it reassures those happy feelings. Givers get the neuropeptide, oxytocin, that signals trust, safety, and connection. Oxytocin can be sustained longer than pure dopamine, the chemical is released for the gift receivers. In those quick moments leading up to opening the present, receivers endure excitement and hope; a quick spike in emotions. Nevertheless, the drop in emotions are just as fast, and the receivers are left feeling a mix of emotions; they can feel grateful, but also awkward to react the correct way.
This drop in emotions is most likely the biggest reason for post-holiday blues. The anticipation and excitement leading up to the big event…and then nothing. The same thing happens on Christmas Day; seeing all the wrapped boxes and predicting what they could be, and then the crash of those “feel good” hormones returning to their baseline.
So the next time you think about Christmas, and the excitement of receiving gifts, maybe you will consider giving the gifts.
