The Psychology of Surprises: Why We Just Can’t Get Enough Surprises

We’ve all felt it, that rush of excitement when we receive or experience something we weren’t expecting. Whether it’s a wrapped gift, surprise visit, or mystery bag, the excitement is real. But have you ever wondered why a surprise can feel so good?

Why Do Surprises Feel So Good?

When something unexpected happens, like opening a present or being surprised, your brain releases dopamine - a ‘feel good’ chemical or neurotransmitter that is linked to reward and pleasure and can influence your mood.

We’re wired to love the unknown, especially when it makes us happy or brings us pleasure. The thrill isn’t just about what’s inside or what awaits us, it’s about curiosity and the ‘what if’ or ‘what’s happening’.

Surprise, Memory & Emotion: A Powerful Mix

Would you believe us if we told you that surprises can make experiences more memorable because it’s true! Research in the field of cognitive psychology show that emotionally surprising moments stand out and stay in our minds longer than everyday ones.

That means when someone receives something unexpected, they’re more likely to remember that moment and feeling - especially if it made them smile!

A surprise can also make feelings of happiness stronger and turn a regular experience, like opening a gift or meeting someone unexpectedly, into something joyful and more meaningful.

Surprise... They're Back

Who doesn’t love surprises? They remind us that joy can come from the unexpected, make us feel happy, and help us make others feel good to.

And on that note, we have our own surprise just for you! As you loved them so much, our iconic Surprise Bags are back.

Filled with 3 mystery pieces you're bound to love for just £26, our Surprise Bags will launch on 30.10.25 for 24 hours only but if you're a broadcast girlie you can shop them early on 28.10.25! 

Everyone's favourite deal is back, think of it as a Halloween treat from us to you!