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DECEMBER'S DEADWEIGHT LOSS

Urvi Sikri

Christmas has never been just for the Christians – brown families buy Christmas trees from their proximate Just99 shops, someone is inevitably humming Silent Night or Last Christmas (technically not even a carol), special assemblies at schools enact the birth of Christ (this author’s school had its geography teacher dress up as Santa throwing toffees around the school ground on a motorcycle), offices organise Secret Santa style gifting. Christmas is, after all, as Dickens writes, “a good time; a kind, forgiving, charitable, pleasant time; the only time I know of, in the long calendar of the year, when men and women seem by one consent to open their shut-up hearts freely.”
The opening of these shut-up hearts involves ritualistic gift giving – and this is where economics comes in to rain on the Christmas parade.  Joel Waldfogel, Professor of Economics at Yale University, in his 1993 paper published in the American Economic Review, estimates the deadweight loss from Christmas gift giving to be between $4 billion and $13 billion. Compare this to the deadweight loss of taxation as estimated by Browning in 1976: $50 billion. How has Waldfogel arrived at this rather morose and un-Christmas-ey DWL estimate?
When you purchase a gift, you are making a consumption choice for your friend – if this does not map to your friend’s preferences, your holiday gift giving will become a potential source of deadweight loss.

christmas dead weight loss: Feature Story
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Waldfogel presents this idea using indifferent curves – with the gift on the x-axis and all other goods in dollar terms on the y axis. Consider point I: this is the initial position before your friend has received your gift, with utility U0. Now suppose you are planning on spending $x on your friend’s gift – you decide to skip the crowded market and instead hand your friend cash. This shifts your friend’s budget constraint to bb’: he moves to point II on bb’, with utility U1.
Now suppose you decided to do your Christmas shopping before the holiday crowds and you do purchase a gift good, then your friend receives your gift and arrives at Point III. Note that this point is also on the budget constraint bb’: however, the corresponding utility is U2, which is less than U1. Point III is not an efficient outcome – your friend would have reached U2 with a cash gift of less than $x. The deadweight loss in this situation is the distance cb: the cost of the gift (ab) less the minimum expenditure required to reach U2 (ac). 

Based on this simple model, Waldfogel conducted two surveys among his undergraduate microeconomics students. The first survey was aimed at understanding what is the maximum that the respondent would pay for his/her gifts:

  • Estimate the amount paid by the givers to purchase the gifts the students received in the 1992 winter

  • If the students were to buy the gift good themselves, what would be the willingness to pay?

The second survey not only asked the respondent to categorise the relationship with the gift giver (significant other, parent, grandparent, etc), but also to ascertain what is the minimum that the respondent would be happy with instead of receiving the gift. Questions included:

  • Describe each individual gift – cash/ gift certificate/ gift good.

  • Estimate the amount of cash such that you are indifferent between the gift and cash.

  • In case of exchange, assess the value of the good you got in exchange/ write in the cash amount.

Waldfogel uses these two surveys to arrive at an empirical estimate of the valuations and deadweight loss. He reports that the deadweight losses are significant in all price ranges. But the DWL varies inversely with the level of familiarity shared between the recipient and the giver. Among the respondents to this survey, none of the gifts from significant others were exchanged, while more than 20% of the respondents reported exchanging gifts given to them by aunts and uncles.

While noting the social awkwardness that may accompany giving of cash gifts – Waldfogel nonetheless establishes the efficiency and choice maximisation that comes with handing your friend some cash this Christmas. Seasons’ greetings to you!

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