Where did you do most of your Christmas shopping? Online? In a department store? Out-of-town shopping centre? Whilst doing your weekly supermarket shop? . . . . You haven’t started? Well you’d better get to it!
The fact is there are many consumption avenues for buying your Christmas presents but how do you feel about buying second-hand presents? My PhD research is about second-hand things; second-hand baby and children’s clothes, toys and equipment to be precise. I am currently immersed in the data collection phase, carrying out interviews, and have spoken to a number of parents who happily buy second-hand toys for their kids for Christmas. The feeling is that you don’t need to spend a lot to keep children happy and furthermore, many children get plenty of expensive gifts from extended family and friends. I myself have bought second-hand things as gifts before. It got me thinking then, what is the etiquette of second-hand gift giving?
Virtually any resource can be turned into a gift, as we have seen with the rise of gift day experiences, gift subscriptions and give a child the gift of reading with a camel library (check it out). When I talk about second-hand gifts I don’t mean recycling gifts, that’s something your own conscience will have to wrestle with. I’m talking about finding something in a charity shop, a church bric-a-brac stall, or on eBay and gifting it to a recipient. The interesting thing is, doing this no doubt says much more about the giver than the receiver.
There is a body of academic work on gift giving in the social sciences, indeed gift giving is a fundamental social system. Every single gift is tied up with expectations; we are expected to give, to receive and to reciprocate. Gifts can reflect social roles, reinforce or weaken social bonds, and be heavily inscribed with a signifier. As suggested by Sherry et al. (1983:159) ‘We give, receive and reject gifts strategically, thereby symbolically predicating identity’.
We often hear that it is better to give than to receive and we can all relate to the warm fuzzy feeling you get inside from making others happy, but gift giving can equally generate feelings of anxiety for the giver. This sense of anxiety comes not just from the thought of traipsing around the shopping mall on a Saturday in December, but from the worry that the recipient won’t like our gift or that it won’t elicit the desired reaction (Wooten 2000). In a sense, giving something that you have sourced second-hand can heighten this risk and anxiety, and is probably something we would only do if we knew the recipient well (or planned to palm off the present as bought new).
So why might I give or not give someone a second-hand present? You could say that giving a second-hand gift requires more of a time commitment and more thought. Half the fun of second-hand shopping is that you never know exactly what you’ll find where, and you have to search to find the treasure. Some people will never appreciate being given something second-hand, however much thought that goes into it, and there’s the risk of being considered ‘cheap’ although, of course, vintage and antique things can easily be particularly expensive but that it not really what I’m describing here. I could give a second-hand gift as a political, moral statement, and thinking about it maybe, just maybe, that is what I have done before. “I will force you to accept this second-hand present because it is morally right and see how ethical I am to not buy you something from a mass-marketed corporate store”.
Interesting don’t you think? In a consumer era when it is increasingly common to worry what to get the person who has everything, a second-hand book, jewellery or ornament could really be the most thoughtful gift of all.
Sherry, J. F., Jr. (1983). “Gift Giving in Anthropological Perspective.” Journal of Consumer Research 10(2): 157-168.
Wooten, D. B. (2000). “Qualitative Steps toward an Expanded Model of Anxiety in Gift‐Giving.” Journal of Consumer Research 27(1): 84-95.