Giving experiences as gifts: why it beats stuff every time
No socks, no perfume — give something that stays. Here's the science and the practical options.
Sanne Timmer
Co-founder Toudou
The gift dilemma, solved
December brings the annual search for the perfect gift. Clothing sizes unknown, taste uncertain, and shops full of things that end up in a drawer after three weeks. There's an alternative psychologists have been pointing to for decades: the experience.
Based on 800+ Toudou outings, the pattern is clear: a surprise outing given as a gift gets retold months later. A sweater of the same price doesn't.
Five reasons why experiences beat gifts
1. Experiences make people happier than things
Psychologist Thomas Gilovich at Cornell University documented this extensively. People who spend money on experiences are structurally happier than those who spend it on material goods — and the effect strengthens over time. Memories of experiences become more valuable with age, while the appeal of a new product fades quickly.
2. The surprise effect doubles the impact
Unwrapping a gift produces pleasure. Not knowing what you're about to experience produces something stronger: anticipation. Dopamine rises with unexpected positive experiences. A surprise outing as a gift delivers two waves: the tension of not-knowing, and the experience itself.
3. Shared experiences strengthen relationships
A sweater you wear alone. An experience you share together. Whether it's a cooking workshop, a wine tasting or an adventurous outing — it becomes a shared memory. Neuroscientist Uri Hasson showed that shared experiences literally synchronise brain patterns between people. Doing something together strengthens connection in a fundamental way.
4. No clutter stress in January
How many Christmas gifts from last year do you still use daily? Experiences don't take up space in your closet — only in your memory. And memories get more valuable as time passes.
5. It always fits
No hassle with sizes, colours or taste. An experience gift works for anyone — as long as you know something about what they enjoy. With Toudou you choose a theme (culinary, adventure, creative, relaxation) and budget, and the matching is done for you.
How to give an experience as a gift
Three formats that work:
- Gift card: the recipient uses it via the Toudou Surprise Guide when the time is right
- Booked surprise: you choose the date and theme, the recipient only knows when — the what stays secret
- Going together: give the outing as a shared experience — you organise it, you both go
Frequently asked questions
What's a good experience gift for someone who "has everything"?
Choose something they'd never buy themselves. Not a cookbook but a cooking class. Not a bottle of wine but a wine tasting. The difference: the experience is active, social and personal rather than passive and consumable.
What does a surprise outing as a gift cost with Toudou?
Toudou outings start at €25 p.p. For a full surprise outing for two people, typical costs range €50–120 total depending on theme and duration. Gift cards are available in fixed amounts.
How far in advance do I need to book for the holiday period?
For outings around Christmas and New Year: at least 3–4 weeks ahead. Popular December dates (14–22) book up fastest. Use the Surprise Guide to check availability.
What determines the price of an experience gift?
Mainly four things: the theme (culinary and creative experiences typically cost more than an active outdoor outing), whether it's for one person or a couple, the city (Amsterdam runs above Utrecht and Rotterdam for comparable formats), and how far ahead you book. Gift cards sidestep this entirely — the recipient chooses the specific experience later via the Surprise Guide.
Should I give a gift card or book the full surprise myself?
A gift card works best when you're unsure of timing or want the recipient to choose the date. A fully booked surprise works better when you know their taste well and want to include the anticipation and hints as part of the gift. Around half of Toudou's December gift bookings are gift cards; the rest are pre-booked surprises.
How Toudou helps you give the perfect experience gift
Giving an experience only works if it's genuinely well matched to the recipient — a mismatched activity is as forgettable as a bad sweater. Toudou is built to get that match right.
- A personal gift proposal, with 24-hour customer service response, based on the recipient's actual interests, not a generic gift-card amount
- A genuine surprise if you choose to pre-book, so the recipient experiences the same anticipation effect as any Toudou surprise
- Direct human follow-up via WhatsApp or email if the automatic Guide doesn't find the right match
- Gift cards and curated local partners across Amsterdam, Utrecht and Rotterdam, so the gift works regardless of when it's redeemed
Give something that actually gets used. See the Toudou gift card or start the Surprise Guide.