圣诞节送礼的低效性(上)

这是一个充满欢乐，还要在收到令人失望的圣诞礼物时假装高兴的节日季。根据一项调查，2021年，英国成年人在礼物上的平均花费约为550英镑（即667美元）。

双语精读

The inefficiencies of Christmas

圣诞节送礼的低效性

'Tis the season to be jolly - and to feign delight at disappointing Christmas presents. The average British adult splurged around ￡550 ($667) on gifts in 2021, according to one survey.

这是一个充满欢乐，还要在收到令人失望的圣诞礼物时假装高兴的节日季。根据一项调查，2021年，英国成年人在礼物上的平均花费约为550英镑（即667美元）。

But a back-of-the-envelope calculation by Ian Stewart of Deloitte, a consultancy, suggests that the volumes of unwanted stuff in effect destroyed around ￡3bn of the ￡25bn value. Though many see Christmas as a time of generosity and cheer, others see waste. A small number study its inefficiencies.

但德勤咨询公司的伊恩·斯图尔特做出的粗略计算表明，250亿英镑的礼物中约30亿英镑都是无用的东西。尽管许多人认为圣诞节是慷慨送礼，营造幸福氛围的日子，但也有人认为圣诞节送礼就是一种浪费。有一小部分人研究了它的低效性。

In 1993 Joel Waldfogel of the University of Minnesota identified a "deadweight loss" when he studied the difference between the cost of seasonal gifts and how much their recipients valued them after they had accounted for exchanges and put sentimental value aside.

1993年，明尼苏达大学的乔·沃德弗格研究了季节性礼物的价格，礼物接受者在考虑交换礼物，并将礼物的情感价值搁置在一旁后对它的重视程度，以及两者之间的差异，并在研究中发现了一种“无谓的损失”。

Today he says that on average cash spent on another person yields around 85% of the benefit of cash they spend on themselves. Although gift-giving may make some people happy, it's "a lousy way to allocate resources," he says.

沃德弗格表示，如今平均而言，人们花在别人身上的现金产生的收益约占他们花在自己身上的现金产生收益的85%。他说，虽然送礼可能会让一些人感到高兴，但这是“一种糟糕的资源配置方式”。

There are ways to reduce Christmas losses. One is the use of gift cards, which give recipients some choice. But Britons don't seem to like them much. A survey of adults from Ipsos, a pollster, found that 43% of Americans, 40% of the French and only 29% of Britons were planning to give them for Christmas 2022.

有一些方法可以减少圣诞节送礼导致的经济损失。一是使用礼品卡，让礼物接受者自己选择礼物。但英国人似乎不太喜欢这种方式。民调机构益普索集团对成年人进行的一项调查发现，43%的美国人、40%的法国人和仅仅29%的英国人计划在2022年圣诞节送礼品卡。

Making it easier to return unwanted gifts should help. Al Gerrie, chief executive officer of ZigZag, a returns platform, says that when a gift message or gift wrap is used in fashion retail (that is, for a present) return rates tend to be considerably higher.

二是简化退货流程，让人们能够轻松退回不想要的礼物。退货服务平台Zigzag的首席执行官阿尔·格里表示，时尚零售（即礼物）中，有礼品赠言或礼品包装的，退货率往往会高很多。

As e-commerce has expanded, so too have ways of sending stuff back. But returns are a headache for retailers. On average it costs between ￡5 and ￡10 to put a product back on the shelves, says Mr. Gerrie, thanks to the shipping, inspecting and repackaging required. (In January, Father Christmas's elves must conduct "sniff tests" to see if a garment has been worn.)

随着电商的发展，退货的方式也在不断变化。但退货问题很让零售商头疼。格里表示，由于需要运输、检验和重新包装，将一款退货产品重新上架的平均成本在5英镑到10英镑之间。（在一月份，圣诞老人的精灵们必须进行“嗅觉测试”，检查衣服是不是全新的。）

Increasingly, retailers are charging shoppers to return goods. ZigZag's data suggest the number of paid-for returns has more than doubled since last year, while the number of free returns has fallen. That, though, may mean more consumers are stuck with unwanted gifts.

越来越多零售商对购物者退货收取费用。Zigzag的数据显示，自去年以来，付费退货的数量增加超过一倍，而免费退货的数量有所下降。然而，这可能意味着有越来越多的消费者无法摆脱无用的礼物。

词汇预习

executive [高考]
美[ɪɡˈzekjətɪv] | 英[ɪɡˈzekjətɪv]
adj. 行政的；决策的；经营的；[计算机]执行指令 n. 行政主管；行政部门；决策者
stuff [高考]
美[stʌf] | 英[stʌf]
n. 东西；原料；材料 n. 素质；本质；废物；无用的想法；废话，蠢话 vt. 塞满；填满
wrap [高考]
美[ræp] | 英[ræp]
v. 包；裹；覆盖；隐藏 n. 围巾；披肩；包装材料
calculation [高考]
美[ˌkælkjuˈleɪʃn] | 英[ˌkælkjuˈleɪʃn]
n. 计算；估计；深思熟虑
generosity [高考]
美[ˌdʒenəˈrɑsəti] | 英[ˌdʒenəˈrɒsəti]
n. 慷慨；大方；宽大
data [高考]
美[ˈdeɪtə] | 英[ˈdeɪtə]
n. 数据；资料
conduct [高考]
美[kənˈdʌkt] | 英[kənˈdʌkt]
n. 行为；举动；品行 v. 引导；指挥；管理 vt. 导电；传热
loss [高考]
美[lɔːs] | 英[lɒs]
n. 遗失；丧失；损失；失败；失落；死亡
delight [高考]
美[dɪˈlaɪt] | 英[dɪˈlaɪt]
n. 高兴；快乐 v. (使)高兴；(使)欣喜
cash [高考]
美[kæʃ] | 英[kæʃ]
n. 现金 vt. 付现款；兑现 adj. 现金的
chief [高考]
美[tʃiːf] | 英[tʃiːf]
adj. 主要的；首要的 n. 首领
platform [高考]
美[ˈplætfɔːrm] | 英[ˈplætfɔːm]
n. 平台，站台，月台，讲台，(政党的)政纲 v. 把…放在台上；起草政纲；站在讲台上演说
sniff [高考]
美[snɪf] | 英[snɪf]
v. （出声地）以鼻吸气，抽鼻子（如因哭泣或感冒）；嗅，闻；嗤之以鼻地说，轻蔑地说；吸入（气体或毒品） n. 闻；嗅；吸气（声）；抽鼻子（声）；嗅到，察觉出
allocate [高考]
美[ˈæləkeɪt] | 英[ˈæləkeɪt]
vt. 分派；分配；分配额
garment [高考]
美[ˈɡɑːrmənt] | 英[ˈɡɑːmənt]
n. 衣服 vt. 给 ... 披上衣服；覆上 ...
commerce [高考]
美[ˈkɑːmɜːrs] | 英[ˈkɒmɜːs]
n. 贸易；商业
seasonal [高考]
美[ˈsiːzənl] | 英[ˈsiːzənl]
adj. 季节的；依照季节的；周期性的
sentimental [高考]
美[ˌsentɪˈmentl] | 英[ˌsentɪˈmentl]
adj. 伤感的；多愁善感的；感情用事的；寓有情感的
worn [高考]
美[wɔːrn] | 英[wɔːn]
adj. 用旧的；穿坏的；精疲力竭的；憔悴的
jolly [四级]
美[ˈdʒɑːli] | 英[ˈdʒɒli]
adj. 愉快的，高兴的；令人愉快的，惬意的；明亮好看的 v. [非正式]鼓励（某人），劝（某人）高兴；开玩笑 n. 聚会，庆祝活动 adv. （用于强调）很，非常【名】（Jolly）（英、印）乔利，（法）若利，（德）约利（人名）
considerably [四级]
美[kənˈsɪdərəblɪ] | 英[kənˈsɪdərəbli]
adv. 非常地；相当地；颇
retail [四级]
美[ˈriːteɪl , rɪˈteɪl] | 英[ˈriːteɪl , rɪˈteɪl]
n. 零售 vt. 零售；传述 adv. 以零售形式
unwanted [四级]
美[ˌʌnˈwɑntɪd] | 英[ˌʌnˈwɒntɪd]
adj. 不需要的；多余的；无用的；讨厌的；不受欢迎的
in effect [四级]
美[ɪn ɪ'fekt] | 英[ɪn ɪ'fekt]
adj. 实际上；正在实行；有效
planning [四级]
美[ˈplænɪŋ] | 英[ˈplænɪŋ]
n. 规划；计划；设计 v. plan的现在分词
shipping [四级]
美[ˈʃɪpɪŋ] | 英[ˈʃɪpɪŋ]
n. 船运；发货；运输；乘船
according [专四]
美[ə'kɔrdɪŋ] | 英[ə'kɔːdɪŋ]
adj. 相符的；相应的；一致的 v. 给予；符合，一致；正式协议（accord的现在分词）
pollster [专八]
美[ˈpoʊlstə(r)] | 英[ˈpəʊlstə(r)]
n. 民意测验者
feign [专八]
美[feɪn] | 英[feɪn]
vt. 假装；捏造 vi. 假装；装作
don [托福]
美[dɑn] | 英[dɒn]
n. 先生（西班牙用语）；(牛津、剑桥大学的)指导教师 v. 穿上

重点讲解

The inefficiencies of Christmas

圣诞节送礼的低效性

splurge v. & n.

1. 作动词：挥霍，乱花（钱）

【例】He splurged his whole week’s wages on a champagne dinner.

整整一周的工资，他一顿香槟晚餐就挥霍得一干二净。

2. 作名词：乱花钱；糟蹋钱；挥霍

【例】But when you want a splurge, give it a try!

但是当你想要奢侈一下的时候，就试试吧!

'Tis the season to be jolly - and to feign delight at disappointing Christmas presents. The average British adult splurged around ￡550 ($667) on gifts in 2021, according to one survey.

splurge v. & n.

1. 作动词：挥霍，乱花（钱）

【例】He splurged his whole week’s wages on a champagne dinner.

整整一周的工资，他一顿香槟晚餐就挥霍得一干二净。

2. 作名词：乱花钱；糟蹋钱；挥霍

【例】But when you want a splurge, give it a try!

但是当你想要奢侈一下的时候，就试试吧!

But a back-of-the-envelope calculation by Ian Stewart of Deloitte, a consultancy, suggests that the volumes of unwanted stuff in effect destroyed around ￡3bn of the ￡25bn value. Though many see Christmas as a time of generosity and cheer, others see waste. A small number study its inefficiencies.

但德勤咨询公司的伊恩·斯图尔特做出的粗略计算表明，250亿英镑的礼物中约30亿英镑都是无用的东西。尽管许多人认为圣诞节是慷慨送礼，营造幸福氛围的日子，但也有人认为圣诞节送礼就是一种浪费。有一小部分人研究了它的低效性。

volume n.

1. 音量，响度

【例】Can you turn the volume up?

请你把音量调大好吗？

2. 量，总量

【例】the volume of trade 贸易量

3. 体积，容量

【例】an instrument for measuring the volume of a gas

测量气体体积的仪器

4. （书的）卷，册

【例】The period from 1940–45 is in volume 9.

1940年至1945年这段时间在第9卷。

in effect

1. 实际上；事实上

【例】In effect, the two systems are identical.

实际上，这两种系统完全一样。

2. 在实施中；有效

【例】These laws are in effect in twenty states.

这些法律在二十个州有效。

In 1993 Joel Waldfogel of the University of Minnesota identified a "deadweight loss" when he studied the difference between the cost of seasonal gifts and how much their recipients valued them after they had accounted for exchanges and put sentimental value aside.

1993年，明尼苏达大学的乔·沃德弗格研究了季节性礼物的价格，礼物接受者在考虑交换礼物，并将礼物的情感价值搁置在一旁后对它的重视程度，以及两者之间的差异，并在研究中发现了一种“无谓的损失”。

account for

1. 说明，解释

【例】How do you account for the show’s success?

你认为这次演出为何成功？

2. 占（一定比例或数量）

【例】The Japanese market accounts for 35 percent of the company’s revenue.

日本市场占公司收入的35％。

3. 考虑到

【例】The researchers failed to account for the fact that most of the students were poor.

研究者没能考虑到大多数学生都比较贫穷这个事实。

sentimental a.

1. 感情的，非理性的

【例】He has a strong sentimental attachment to the place.

他对该地方有强烈的感情依恋。

2. 多愁善感的

【例】You must be getting sentimental in your old age.

你一定在晚年变得多愁善感。

【拓展】unsentimental a. 没有感情的

【例】an unsentimental approach to life 对生活无感情的方法

Today he says that on average cash spent on another person yields around 85% of the benefit of cash they spend on themselves. Although gift-giving may make some people happy, it's "a lousy way to allocate resources," he says.

沃德弗格表示，如今平均而言，人们花在别人身上的现金产生的收益约占他们花在自己身上的现金产生收益的85%。他说，虽然送礼可能会让一些人感到高兴，但这是“一种糟糕的资源配置方式”。

yield v. & n.

1. 作动词

（1）产生（收益、效益）

【例】The project is expected to yield good returns in future.

该项目有望在未来产生丰厚的回报。

（2）屈服，让步

【例】He reluctantly yielded to their demands.

他不情愿地同意了他们的要求。

2. 作名词

（1）产量

【例】a high crop yield作物丰收

（2）利润，收益

【例】This will give a yield of 10% on your investment.

这会给你的投资带来 10% 的利润。

There are ways**** to**** reduce**** Christmas losses****.**** One is**** the use of**** gift**** cards,**** which give**** recipients**** some**** choice****.**** But Britons don't seem**** to**** like**** them**** much****.**** A survey**** of**** adults**** from**** Ipsos,**** a pollster****,**** found that**** 43****%**** of**** Americans,**** 40****%**** of**** the French**** and only**** 29****%**** of**** Britons were**** planning**** to**** give**** them**** for Christmas 2022****.****

有一些方法可以减少圣诞节送礼导致的经济损失。一是使用礼品卡，让礼物接受者自己选择礼物。但英国人似乎不太喜欢这种方式。民调机构益普索集团对成年人进行的一项调查发现，43%的美国人、40%的法国人和仅仅29%的英国人计划在2022年圣诞节送礼品卡。

Making**** it**** easier**** to**** return**** unwanted**** gifts should**** help****.**** Al**** Gerrie****,**** chief executive officer of**** ZigZag****,**** a returns platform****,**** says**** that**** when**** a gift**** message or**** gift**** wrap**** is**** used**** in**** fashion retail**** (that is****,**** for a present)**** return**** rates tend**** to**** be**** considerably**** higher****.****

二是简化退货流程，让人们能够轻松退回不想要的礼物。退货服务平台Zigzag的首席执行官阿尔·格里表示，时尚零售（即礼物）中，有礼品赠言或礼品包装的，退货率往往会高很多。

As e-commerce has expanded, so too have ways of sending stuff back. But returns are a headache for retailers. On average it costs between ￡5 and ￡10 to put a product back on the shelves, says Mr. Gerrie, thanks to the shipping, inspecting and repackaging required. (In January, Father Christmas's elves must conduct "sniff tests" to see if a garment has been worn.)

随着电商的发展，退货的方式也在不断变化。但退货问题很让零售商头疼。格里表示，由于需要运输、检验和重新包装，将一款退货产品重新上架的平均成本在5英镑到10英镑之间。（在一月份，圣诞老人的精灵们必须进行“嗅觉测试”，检查衣服是不是全新的。）

thanks to

1. 幸亏，多亏

【例】Everyone knows about it now, thanks to you!

多亏了你，现在大家都知道了！

2. 由于，因为

【例】It was all a great success—thanks to a lot of hard work.

由于尽心竭力，这才大获成功

Increasingly, retailers are charging shoppers to return goods. ZigZag's data suggest the number of paid-for returns has more than doubled since last year, while the number of free returns has fallen. That, though, may mean more consumers are stuck with unwanted gifts.

越来越多零售商对购物者退货收取费用。Zigzag的数据显示，自去年以来，付费退货的数量增加超过一倍，而免费退货的数量有所下降。然而，这可能意味着有越来越多的消费者无法摆脱无用的礼物。

charge v.&n.

1. 作动词

（1）要价，收费

【例】What did they charge for the repairs?

他们收了多少修理费？

（2）充电

【例】I need to charge my phone.

我需要给我的手机充电。

（3）控告，起诉

【例】He was charged with murder.

他被指控犯有谋杀罪。

2. 作名词：主管，掌管

【例】He took charge of the farm after his father's death.

他在父亲去世后掌管了农场。

be stuck with 摆脱不了，甩不掉

【例】I was stuck with him for the whole journey.

一路上我一直没能摆脱他。

课后练习

Ian Stewart’s calculation shows that ____.
A. buying gifts causes a heavy financial burden
B. expensive gifts aren’t necessarily satisfying
C. many gifts are in fact a waste of money
D. businesses are losing money by selling gifts
What does Joel Waldfogel think about gift-giving?
A. The value of gifts reduces after the holiday season.
B. The sentimental value matters more than the cost.
C. Gifts bring more satisfaction now than in 1993.
D. Buying gifts is less efficient than giving cash.
One of the solutions to Christmas losses is ____.
A. sending gifts of symbolic rather than material value
B. asking recipients to choose their gifts in advance
C. facilitating the process of returning purchased items
D. creating special services for gift-purchasing customers
What can be learned about returning gifts?
A. Retailers are investing more to make returning easier.
B. A majority of returned items will not be sold again.
C. People prefer paid-returns to keeping unwanted gifts.
D. Returning fees may be unhelpful in reducing Christmas losses.