It's the sort of question only an economist would ask. Economist Joel Waldfogel, from Yale University, asked it first 13 years ago in a seminal paper entitled The Deadweight Loss of Christmas.

He asked university students to estimate both the amounts paid for the gifts they had received and the amounts that those gifts were actually worth to them. He found that at least 10 per cent of the value of the gifts was destroyed in the giving.

In a later, more sophisticated study, he put the figure at between 10 and 18 per cent of value lost as much as $9billion throughout the United States each Christmas. If you doubt Professor Waldfogel about the inefficiency of present giving, consider present recycling.

A survey conducted by American Express found that 28 per cent of us rebirth some of the presents we receive as gifts for other people. And then there are returns. The US Journal of Consumer Research has concluded that 16 per cent of all gifts bought by men are returned to shops by the recipients; 10 per cent of all gifts bought by women. (Women are better at choosing the right gifts than men). [Too much more]