Why Surprise Experiences Make Better Gifts

Does the happiness start before the experience?

It does, and more for experiences than for things. In four studies published in Psychological Science, Amit Kumar, Matthew Killingsworth and Thomas Gilovich found that waiting for an experience is more pleasant and exciting than waiting for a material purchase (2014). News reports of real queues showed people waiting for experiences were in better moods and better behaved than those waiting for goods.

A Dutch study of 1,530 adults also found that people about to go on holiday were happier than non-travellers, likely because of anticipation. After returning, most were no happier than those who had not travelled (Nawijn et al., 2010).

Why does a little mystery help?

Some uncertainty after a pleasant event makes the good mood last longer. Timothy Wilson and colleagues ran three experiments and found that a good mood lasted longer when people could not fully explain the pleasant event right away. People predicted they would prefer certainty, but the data showed the opposite (Journal of Personality and Social Psychology, 2005).

This gap helps gift-givers. A fixed date with hidden details gives the recipient time to look forward and something to wonder about.

Do people actually want to be surprised?

Many do. A 2025 YouGov survey of British adults found 44% would rather be surprised by their presents, while 32% would rather be asked what they want. The rest have no strong view, so the safest surprises combine a known date with respect for clear dislikes.

This middle path lets the recipient enjoy the wait without the risk of getting something they would never use.

How do Glad Surprise and Glad Pick for Me use this?

We built two group features, both in preview, that turn these findings into simple gifts.

Glad Surprise is for two to five friends. Everyone offers two dates they are free, then secretly chooses an experience for their person. The place stays hidden until a few hours before, so the week of waiting and the small mystery on the day both happen.

Glad Pick for Me works for one to five people at €30 or €50 per person. You cross out what you do not want and we choose an experience from the rest. The date is known first and the details stay a surprise.

Both rely on the principle the studies found: knowing something good is coming, without knowing every detail, becomes part of the gift.

How do you give a good surprise experience?

Set the date early so the recipient has a couple of weeks to look forward to it. Ask for dislikes rather than wishes; this protects the surprise without removing the mystery. Give one small clue, such as "wear comfortable shoes" or "come hungry". Shared experiences add extra value, so going together often makes a better memory. And keep a safety net: a certificate valid for 12 months that can be swapped for another maker, with a refund or swap if the maker closes.