New research from Florida International University (FIU) Business indicates that well-meaning holiday gifts such as weight-loss teas or gym memberships can sometimes have unintended negative effects, leading to hurt feelings and unfavorable online reviews that may damage brands.
The study, published in the Journal of Retailing, was conducted by Linnéa Chapman, assistant professor of marketing and logistics at FIU, and Farnoush Reshadi of Worcester Polytechnic Institute. Their findings show that self-improvement gifts often make recipients feel judged rather than appreciated, which can influence their behavior as consumers.
“The intention may be positive, but these gifts can imply that you’re not good enough as you are,” Chapman said. “That can sting, and people take out their hurt feelings on the products, for example by giving them low star ratings.”
The researchers carried out five experiments with a total of 1,340 participants. They compared reactions to self-improvement products versus neutral alternatives. For instance, one group received a “Get Lean” weight-loss tea instead of Moroccan tea; another received a “Communications Skills” calendar instead of a trivia-based “Did You Know?” calendar.
In every scenario tested, those who received self-improvement gifts rated them lower and were more likely to endorse negative online reviews compared to those who received neutral items. When participants bought the same products for themselves rather than receiving them as gifts, this effect did not occur.
The study identified hurt feelings as the main reason behind negative word-of-mouth about these products.
“Gifts are supposed to signal love and generosity,” Chapman said. “But a self-improvement gift can threaten someone’s view of themselves as lovable and acceptable as they are. It challenges a very basic social need – to be valued without conditions.”
According to the research, many recipients channel their disappointment toward the product and brand through online reviews.
The study also notes that self-improvement goods make up a $43 million global market expected to grow to $67 billion by 2030. However, promoting these items as holiday gifts could backfire for retailers during the gift-giving season.
“A yoga mat in January says, ‘I’m motivated,’” Chapman said. “A yoga mat under the Christmas tree might say, ‘You need to lose weight.’ When it comes to self-improvement products, it’s better to stick to buying them for yourself.”
Researchers warn that negative online reviews can discourage many potential customers. They suggest retailers should consider shifting promotions for self-improvement items like fitness equipment or self-help books from November and December to January when consumers are focused on New Year’s resolutions. During holiday seasons, they recommend highlighting leisure products over self-improvement ones if both categories are discounted.
Other suggestions include personalizing review requests with messages signed by real employees—such as “Thanks for your review! – Alex, Founder”—to reduce negativity in feedback. Offering small incentives like modest gift cards may also help increase positive reviews and decrease low ratings.
