Behavioural Scientists Help Transform How We Gift Our Loved Ones This Christmas

Share Article

After an eventful year, TK Maxx believes everyone deserves to feel special this Christmas. The off-price retailer has partnered with a team of behavioural scientists to offer a new way to gift those who mean the most to us this season, using psychology to find out what gifts they really want – not just what we think they want.

With many people likely to be spending Christmas apart from family and friends this year, the desire to make sure our loved ones – our Greatest Of All Time (GOAT) – feel extra special and appreciated, is more important than ever. That’s why TK Maxx has developed a series of prompts based on the psychology of reward and recognition to decipher what to gift your GOAT (Greatest of All Time) this year. The process is simple and takes only minutes of your time – simply follow a series of hints that first reveal if your loved one is a Curious Spirit, Big Achiever, Social Connector or Simplicity Seeker and then use the corresponding prompts to trigger an idea for the perfect, thoughtful and unexpected gift this year. Mike Hughes, one of the behavioural scientists who lead the study said: “After the year we’ve all had, meaningful gifting has taken on renewed importance and people are looking to give thoughtful gifts to their loved ones this Christmas. Armed with our psychologically informed prompts, shoppers will be able to find extra special gifts for the people that mean the most. With everything under one roof, all at amazing value, TK Maxx can help deliver that big love at small prices.” How do we find out what our Greatest Of All Time (G.O.A.T) really needs? The behavioural scientists have taken the premise of Maslow’s Hierarchy of Needs and our five physiological needs of – reaching our potential, self-esteem, feeling loved, feeling safe and basic survival – and applied this to helping us identify the characteristics of our loved ones and what they might need this Christmas. From this, behavioural strategies have been used to create hints to help people decide on a gift that will make their loved one feel truly special. Firstly, people can ask themselves whether their Greatest of All Time (G.O.A.T) is one of the following:

  • The Curious Spirit

Happiest when losing themselves in their passions and interests.

  • The Social Connector

Happiest when surrounded by their loved-ones.

  • The Big Achiever

Happiest when reaching a personal goal.

  • The Simplicity Seeker

Happiest when enjoying home comforts and the simple things in life.

TK Maxx is offering big love at small prices this Christmas, with ridiculous possibilities in every category – from fashion to beauty to homeware to kids – all under one roof and all at up to 60% less than the RRP. With fresh deliveries in store every day until Christmas Eve, you can find something extra special to gift your Greatest Of All Time (G.O.A.T) at TK Maxx (no matter how last-minute!) How will you gift your Greatest of All Time this year? #GiftYourGoat For more information, visit Maslow, A. H. (1954). Motivation and personality. New York: Harper and Row.​ Maslow’s Hierarchy of Needs is a motivational theory in psychology. It suggests that there are 5 universal human needs (represented as hierarchical levels within a pyramid) that we are constantly striving to meet. They include: physiological needs (e.g. food, water, rest), safety needs (resources, shelter), love and belonging (friendship, trust and intimacy), esteem needs (reputation, accomplishment) and self-actualization (achieving full potential and being the best you can be).