Solving the Packaging Problem for Unique Gifts

christmas-presents

Could 2015 be a second-hand Christmas? There’s certainly been a flurry of activity around second-hand shopping this year. TRAID ran their #Secondhandfirst Week in November inspiring people to buy, swap and wear second-hand clothing. I joined in on Twitter and Instagram, posting pictures of my favourite second-hand pieces including a vintage Chelsea Girl tea dress, Florida thrift shop frock and bargain charity shop Christmas top. As well as lots of Instagram activity, events were held across London and the UK, and we were all encouraged to pledge to source more of our wardrobe second-hand.

There’s also the second-hand Christmas campaign by Truly Gifting’s founder and MD Tiia Sammallahti. I had a chat with Tiia last week to find out more about her new venture into sustainable gifting. ‘Truly Gifting’ are, quite literally, selling the second-hand ethos. What started as an MBA business plan has quickly been put into action by Tiia and her passionate team as they produce packaging and labelling to make second-hand gifting a viable gift giving option. I’ve written about the etiquette of giving second-hand/used/vintage gifts before. For my PhD research I interviewed mothers about their habits for buying second-hand childrens’ clothes, toys and equipment and it came up that some would give second-hand items as gifts to other people’s children but only if they looked nearly-new (or new) and/or they knew the parents well. There was an etiquette of gifting second-hand.

trulygifting selectionboxes
necklacebox

For many adults gifting second-hand items is a no-go. This is different of course to regifting presents, which three-quarters of people find acceptable. Yet there is a rise in environmentally conscious consumers and voluntary simplifiers who don’t want to buy into the commercialisation of Christmas. For them, a carefully selected second-hand book, necklace or retro wall clock is a thoughtful gift and a way of asserting their beliefs. As a long-standing study on gifting suggests, ‘We give, receive and reject gifts strategically, thereby symbolically predicating identity’ Sherry et al. (1983:159).

The team at Truly Gifting recognised the need to make second-hand gifts more socially acceptable if we are to move towards a more sustainable future. They have created a range of packaging items that make it easier for us to gift second-hand pieces that would normally be devoid of labels and bubble wrap. A range of boxes, made themselves from recycled and responsibly sourced paper, offer a neat way for us second-hand shoppers to gift something unique. They are also great if you make your own gifts and need a way to present your handmade creations. Furthermore, the boxes come with little message cards describing the Truly Gifting ethos – ‘we extend the lifespan of products and reduce the burden on the planet’.

Take a look at trulygifting.co.uk

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A Second-Hand Christmas? The Etiquette of Giving Second-Hand Gifts

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.

References
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.

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