As the holiday season approaches, many people ponder the same question: how can you give a gift that truly stands out? For some, gift-giving is a genuine joy, while for others, it feels more like a chore. In the rush to find something suitable, many of us have resorted to the last-minute gift card, whether for a spa day at one of 253 partner wellness centers or a couple of laps around a race track in a luxury sports car.
No matter the choice, the holiday season often involves a significant financial commitment. According to a CSA survey for Cofidis (Christmas 2024), French consumers plan to spend an average of €497 on holiday expenses, including €323 for gifts and €132 for food. While the monetary value of a gift undoubtedly plays a role in its appreciation, it’s not the only factor. Our research highlights a less obvious yet impactful aspect of gift-giving: vicarious pride.
