Social Experiment Shows The True Spirit Of Christmas Is In Giving

Better to give than to receive.

NBCUniversal's Christmas24 channel, which airs Christmas-themed programming 24 hours a day, came up with a brilliant way to get people into the holiday spirit: a social experiment aimed at connecting people with the ethos of generosity. 

Curious consumers who answered a phone call from a kindly voice in a gift-shaped kiosk at Birmingham, England's Grand Central shopping center were given a present, but with one important catch — they were instructed to give the present to a complete stranger.

The shoppers were filmed as they gave out the presents to surprised recipients.

The reactions are a reminder of what the holidays are all about.