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The holidays are just around the corner, and many people are thinking about gifts: what to buy, who to give them to, and how much to spend. Gift-giving is often seen as a source of stress and obligation, but growing research suggests: the act of giving itself can benefit well-being.
Does science really support the idea that it’s better to give than to receive? Yes, but with caveats. Research in psychology, neuroscience, and public health shows that prosocial behaviors, such as giving time, money, or support to others, are linked to benefits for well-being. But that doesn’t mean that giving is always beneficial or that you should neglect your own needs. Taken together, the studies indicate that generosity can be beneficial for both emotional and physical health.
I turned to CNN health expert Dr. Leana Wen for advice. She is an emergency physician and an adjunct professor at Georgetown University, and she previously led Baltimore’s Department of Health. She has already finished her holiday shopping.
“Science really supports this idea, with some key caveats. Research from psychology, neuroscience, and public health shows that socially beneficial behavior, such as giving time, money, or support to others, is associated with benefits for well-being.”
The Effects of Giving on the Brain and Body
Beyond that, giving affects the brain: it activates reward pathways tied to pleasure, motivation, and social connection. Such actions lead to the release of chemicals that amplify positive feelings and encourage repeating kind deeds.
Effects on Hormones and Stress
Another important mechanism is oxytocin, a hormone that helps regulate the stress response. It can lower blood pressure, reduce stress responses, and strengthen feelings of social connectedness. Repeated acts of generosity may explain why generosity is linked to better health in people living under chronic stress.
“Giving activates reward pathways in the brain associated with pleasure, motivation, and social connection.”
At the same time, it’s important to understand the context: voluntariness, the meaningfulness of the act, and personal values matter. Giving time and effort often brings greater benefits than purely financial donations, especially if it allows you to support someone directly or strengthen relationships. It’s also important to set boundaries: there should be no pressure or obligation, especially during holiday expectations.
In the pre-New Year and holiday period, it’s worth thinking not only about the cost of gifts but also about how they can foster communication and shared experiences. Thoughtful gifting is a combination of attention, time, and significance that can be beneficial for health without exceeding one’s means.
