Surprise vs Expected Gift, What the Research Says

Gifting plays an increasingly strategic role in how businesses strengthen connections, whether with valued clients or their own employees. Yet one question often goes unasked. Is it better to give a gift that is expected, or one that comes as a surprise?

Psychology offers a clear answer. While both have value, the element of surprise can significantly increase the emotional impact of a gift, which in turn deepens loyalty and memorability.

The Science Behind the Unexpected

Research in behavioural psychology shows that unexpected rewards trigger stronger emotional reactions than predictable ones. Studies on reward processing, including insights from research on compensation and motivation, suggest that people quickly adapt to predictable rewards. For example, salary bonuses lose motivational power when they become routine and expected each year. This is known as hedonic adaptation.

However, when a reward comes as a surprise, it activates a deeper response. A landmark study published in Neuron found that the brain’s reward system, especially dopamine pathways, lights up more strongly for unexpected positive events than for expected ones.

The lesson for gifting is simple. When a client or employee does not expect something, the gesture feels more genuine, personal and meaningful.

How This Works in Business

Expected gifts have their place. An onboarding kit for a new hire, a traditional holiday hamper or a standard thank-you after closing a deal all play a role in reinforcing professionalism and trust. They show consistency and thoughtfulness.

Yet it is the unexpected gift that creates an emotional anchor. A spontaneous thank-you gift for an employee who handled a tough project, or a surprise package for a client after an off-site meeting, taps into the power of the unexpected. It tells the recipient that they are seen as an individual, not just part of a standard process.

Scaling Compensation, Rethinking Gifting

In conversations about employee motivation, the research behind scaling compensation shows that money alone is rarely enough to keep people engaged. Over time, financial rewards become baseline expectations rather than true motivators. It is the unplanned, personal recognition that often sticks in people’s minds.

This is why many high-performing businesses pair structured rewards, like annual bonuses, with small, unexpected moments of appreciation throughout the year. When an unexpected gift appears, it cuts through the routine and refreshes motivation.

Practical Example

Imagine you host a client for an annual review dinner. A thank-you card at the end of the night is expected. Now imagine sending a surprise follow-up gift to their office a few days later, referencing a personal detail from your conversation. The unexpected timing and personal touch turn a polite gesture into a memorable one.

The same principle works internally. A scheduled anniversary gift is always appreciated. Yet a surprise treat for a team who met a tight deadline, or an unplanned note and gift recognising quiet contributions, will have far more emotional impact.

The Takeaway

Both expected and surprise gifts have a place in client and employee relationships. But science is clear. The unexpected gesture sparks a stronger emotional response, cuts through routine and builds genuine goodwill.

Businesses that balance the predictable with the unexpected will always stand out. When it comes to loyalty and retention, the small surprise is often the gift that keeps working long after it is given.