The Science of Gift-Giving (and How Not to Screw It Up)

Why our gift instincts fail us, what people actually want, and the behavioral science behind holiday giving — over drinks. Ever spent hours searching for the "perfect" gift only to be met with polite enthusiasm and a forced smile? You're not alone — and according to behavioural science, your instincts might actually be working against you. Ideally, holiday gift-giving is a tradition that lets us show love and care for the people in our lives. In reality, it is surprisingly easy to get wrong and notoriously stressful. Join Dr. Holly Howe, Assistant Professor of Marketing and Behavioural Science at the UBC Sauder School of Business, for an evening of drinks, myth-busting, and sharp research. Known to her partner as the “LeBron James of gift-giving,” Dr. Howe unpacks the psychological blind spots that trip up givers, why surprise is overrated, what recipients actually value, and how couples can navigate gift decisions together without holiday tension. Every Sip Smarter talk includes a 45-minute lecture, a fun pub trivia round, and an open audience Q&A — all over drinks. DATE Wednesday, December 9th, 2026 LOCATION The American, 926 Main St, Vancouver, BC TIME Doors 6:00 PM | Talk 7:00 PM SPEAKER Dr. Holly Howe is an Assistant Professor of Marketing and Behavioural Science at the UBC Sauder School of Business. Dr. Howe researches how people can use the marketplace to build and maintain connections with others, focusing on behaviours like gift giving and shopping with others. Perhaps most pertinent to this talk, Dr. Howe’s partner fondly refers to her as the “LeBron James of gift-giving.” “The only thing better than learning is the conversation after.”