There’s a dark truth lurking in your TikTok feed: You’ve probably spent more time than you’d like to admit watching someone open a box. Admit it. Whether it’s a hyper-energetic influencer squealing over a new gadget or a toddler losing their mind over yet another toy, you’re mesmerized. Congratulations, you’re human — and probably a little bored.
Unboxing videos and their festive cousin, holiday gift-opening rituals, have us collectively hooked. Why? Because, according to psychologists, we’re all wired to find joy, curiosity, and maybe just a hint of schadenfreude in other people tearing into their treasures. Let’s unwrap this bizarre human fascination one layer at a time.
The Eternal Mystery: What’s in the Box?
First, let’s address the primal itch these videos scratch: curiosity. It’s the same reason we binge crime dramas or insist on shaking every Christmas present under the tree. Karen Dill-Shackleford, a media psychology professor, explains that wrapping gifts isn’t just about presentation — it’s about crafting a mystery. It’s the reason you don’t just toss someone a new pair of socks sans fanfare.
We’re like little dopamine junkies, eagerly awaiting the payoff of the “big reveal.” Watching someone else open a box gives us the same rush — minus the effort of actually having to buy or wrap anything. Think of it as a lazy person’s treasure hunt.
But unlike Indiana Jones, we don’t need snakes or booby traps. All we need is a cardboard box, some bubble wrap, and a surprise inside. Gold artifact? Rare Pokémon card? Meh. Even if it’s just a slightly upgraded iPhone case, we’re still hooked.
The Thrill of Anticipation: Will They Love It or Hate It?
Gift-opening is a game of emotional roulette. Maybe your best friend unwraps the sweater you swore was their style, only for their face to betray a faint grimace of disappointment. Or maybe they actually like it, and you get a rush of validation. That anticipation, dear reader, is the same psychological mechanism that fuels the chaos of game shows like Let’s Make a Deal. Will it be a brand-new car? Or ... a goat?
In unboxing videos, we don’t even know the unboxer — yet we live vicariously through their reactions. Watching someone squeal with delight over a limited-edition sneaker or pout over yet another skincare sampler feels personal, even though we’re just voyeurs on the internet. Why do we care? Because we’re desperate to see if their excitement matches our own expectations for the mystery prize.
Mirror Neurons and the Joy of Secondhand Joy
Here’s where science comes in and makes us sound a little less shallow. Watching someone else open a gift triggers our brain’s mirror neurons. These neurons are like little empathy machines, lighting up when we observe someone experiencing an emotion. If they’re happy, we’re happy. If they’re disappointed ... well, that’s kind of funny too.
Psychologists like Pamela Rutledge suggest that this vicarious joy goes hand-in-hand with a dose of dopamine — the feel-good neurotransmitter. It’s why seeing a stranger on YouTube open a luxury handbag can momentarily soothe your soul, even if your own purse is held together by duct tape and prayers.
Oxytocin: The Secret Sauce of Connection
For those of us who enjoy watching loved ones open gifts (versus just strangers online), there’s another hormone at play: oxytocin, the so-called “love hormone.” This chemical makes us feel warm and fuzzy during social bonding moments, like handing your grandma a photo book of family memories or watching your partner tear into a gift they’ve been hinting at for months.
But here’s the kicker: Thanks to social media, we’ve tricked our brains into thinking influencers are our “friends.” Watching your favorite content creator unbox PR packages can create a parasocial connection, a fancy term for “fake friendship.” Their excitement feels real to you, even though they wouldn’t know you from a random follower bot.
The Stress-Free Appeal of Watching Strangers Unwrap Stuff
Holiday gift-giving can be a minefield. Did you spend enough? Too much? Is it the right size? The right color? Will they secretly hate it and re-gift it next year?
Watching unboxing videos, on the other hand, comes with zero stress. You’re not the one buying or giving the gift, so you’re free to bask in the moment without any of the social anxiety. Clinical psychiatrist Dr. Kayla Jimenez points out that unboxing eliminates the fear of disappointment. You’re just an observer, detached from the drama of “Does Grandma secretly hate this scented candle?”
The Dark Side of the Box: Consumerism and Comparisons
Of course, not everything about unboxing videos is sunshine and serotonin. Let’s be honest: Watching someone open a $2,000 gadget while you’re sitting in your IKEA-furnished living room can trigger some unhealthy feelings. Pamela Rutledge warns that unboxing content often glorifies materialism, leading viewers to measure their self-worth against their ability to buy shiny new things.
It’s the dark underbelly of our fascination with unboxing: envy, dissatisfaction, and a gnawing sense that your life would be better if only you owned whatever that influencer just pulled out of the box. Spoiler alert: It probably wouldn’t.
But Wait, There’s Hope: The Good Side of Watching People Tear Into Stuff
Not all is lost, though. For many of us, unboxing content is pure, unadulterated fun. It’s a low-stakes escape from the grind of daily life. And while it’s easy to roll your eyes at the ridiculousness of someone “unboxing” a $15 mystery bag, there’s something undeniably wholesome about watching someone experience joy — even if it’s over a tube of lip gloss.
Psychologists agree: Anything that reduces stress and boosts happiness, even temporarily, can have real benefits for your mental and physical health. So if watching a stranger unwrap a toaster oven makes you smile, who’s to judge?
Final Thoughts: Unbox Your Own Joy
At the end of the day, our collective obsession with unboxing videos — and gift-opening in general — boils down to some very human tendencies: curiosity, empathy, and a little bit of escapism. Whether you’re watching your niece rip open her new Barbie Dreamhouse or a YouTuber unveil the latest iPhone, the act of witnessing someone else’s surprise and delight taps into something universal.
So the next time you find yourself 45 minutes deep into a TikTok unboxing spiral, just remember: You’re not weird. You’re just human. And maybe a little addicted to dopamine. But hey, who isn’t these days?