5 reasons DNA testing kits may not be great gifts—and 5 better gift ideas for this holiday season

The holiday season is here, and we know the hunt for the perfect gift can be tricky—especially when it’s for that one friend or relative who seems impossible to shop for. If you’ve thought about gifting a DNA testing kit this year, you’re not alone. These kits have been a popular holiday gift for a few years now, promising a fun way to explore your roots and uncover family connections.

Before you hit “add to cart,” though, you may want to consider some of the downsides. And there are a few. 

DNA testing kits may seem like a fun and thoughtful idea, but according to our recent research into these types of services, they’re not without risks, especially when it comes to privacy. For example, many companies store genetic data indefinitely and may share it with third parties, including law enforcement or research organizations, often without explicit consent. Add to that questions regarding accuracy and the emotional impact of unexpected results, and this gift might not be the stress-free surprise you were hoping for.

In this article, we’ll walk you through everything you should consider before buying a DNA testing kit and share some alternative gift ideas for this holiday season. These options can help you celebrate family connections and history while keeping things personal, meaningful, and safe.

Mariam Volobueva

5 things to consider before buying an at-home DNA testing kit

1. Genetic information is unique, unchanging, and highly sensitive

Commercial DNA testing services don’t just handle data like your email address or credit card details—things you can change or replace (though, if exposed, they can still pose significant risks). They deal with your genetic information, a unique and permanent blueprint of who you are. Once this data is collected and shared, the impact on your privacy and security can be both significant and irreversible.

Genetic information can reveal deeply sensitive details about you and your relatives, exposing health risks and even predispositions to certain conditions across generations. This makes it highly valuable to third parties like researchers, marketers, insurance companies, and even law enforcement agencies.

Types of information DNA testing companies may hold includes:

• Genetic profiles. Detailed breakdowns of your DNA, including markers for ancestry, health conditions, and inherited traits.
• Health insights. Information about potential medical conditions and predispositions.
• Physical DNA samples. Biological samples stored for extended periods, sometimes indefinitely.
• Behavioral or lifestyle data. Collected through surveys or questionnaires, linking genetic information to lifestyle factors like diet and exercise habits.
• Familial connections. Data about relatives, identified through DNA matches.
• Anonymized-yet-traceable data. Aggregated datasets used in research or shared with third parties that could still be re-identified.

You also may not know where your genetic information is stored. None of the services our researchers analyzed clearly disclosed where or how they store physical samples, giving, if any information at all, only vague answers such as a “secure facility.”

Not to mention that having your samples destroyed, while possible, turns out to be “brutally difficult”, according to an investigative journalist who tried it. 

2. Anonymity is often a myth

Many DNA testing companies claim to anonymize genetic data for things like research and marketing. At first glance, this might sound reassuring—but dig a little deeper, and you’ll find this may be misleading. 

Anonymized data doesn’t mean untraceable data. A study found that re-identifying anonymized genetic data is often possible, particularly as more data points become available. According to our research, all the services we analyzed collect technical data, like IP addresses, browser details, and user interactions. This information, combined with genetic data, can be used to de-anonymize individuals, especially when cross-referenced with publicly available information from sources like data brokers. 

When assessing DNA testing services to gift your family and friends, it’s important to remember that promises of anonymity are only as strong as the safeguards that are put in place. In reality, true anonymity is all but unattainable, and the consequences of re-identification are far-reaching.

3. Genetic information can be misused (accidentally or intentionally)

Commercial DNA testing can put your loved ones at risk of their genetic data being misused. One of the biggest concerns is data breaches, which has already been an issue for several commercial DNA testing companies like Ancestry, 23andMe, and MyHeritage. In the case of 23andMe, hackers specifically targeted Chinese and Ashkenazi Jewish users, illustrating how genetic data can be weaponized to discriminate against or otherwise harm particular groups.

This is, unfortunately, a common fear. To such an extent that a quarter of Americans don’t want to participate in the census because they believe that information they provide could be used against them, with racial and ethnic minorities expressing the most concern.  

Data breaches aren’t the only risk, though. DNA testing companies themselves may share user information with third parties, including law enforcement. Over half of the companies we analyzed in our research either don’t explicitly state they’ll resist disclosure to law enforcement or reserve the right to share data without a subpoena or court order, relying instead on vague terms like a  “good faith belief” that disclosure is necessary. 

Many commercial DNA testing services also use genetics for research and marketing. According to our research:

• 5 out of 10 companies use genetic data for internal or external research
• 4 out of 10 companies use anonymized data for marketing purposes.

The broad and sometimes ambiguous ways in which genetic data is used raise significant ethical and privacy concerns. For instance, while research may yield scientific advancements, the lack of transparency about the specifics—who conducts the research, how the data is shared, and for what purposes—leaves users vulnerable to unintended consequences. Similarly, using genetic data in marketing could lead to deeply personal targeting, creating opportunities for exploitation.

By providing genetic information to for-profit companies, individuals risk losing control over some of the most sensitive and personal data imaginable, leaving them vulnerable to unintended consequences like overly personalized targeted marketing, racially-motivated attacks, and nonconsensual use of their genetic information. 

4. Accuracy is not guaranteed

At-home DNA testing kits may not be as precise as expected. They often rely on statistical comparisons to reference populations, not direct lineage mapping, which can lead to misleading results. 

For example, being told you are “30% Scandinavian” doesn’t necessarily mean your ancestors lived there; it simply indicates similarities with the reference group’s genetic data.

You may also want to consider the ethnicity of the person you’re gifting one of these tests to. The quality of results can depend heavily on ancestry. They tend to be more reliable, for example, for individuals of European descent because these populations are better represented in genetic databases. But for people from less-studied ethnic groups, the results can be less accurate or even contradictory due to limited reference data.

Overall, while DNA tests can provide interesting insights, they shouldn’t be taken as definitive truths. Traditional genealogical research might be a more reliable—and privacy-friendly—alternative for those looking to understand their heritage.

5. Can have unpredictable emotional impact on recipients (and their relatives)

DNA ancestry and testing services can have profound emotional impacts, which is precisely why they’re so popular during the holidays. It’s also why you should be careful gifting them. For some, they may result in unexpected or unpleasant revelations. 

In a survey of genealogy DNA test takers, 61% said they uncovered something new about their family, including disruptive information. Common scenarios involve discovering hidden affairs, adoptions, and other painful family secrets that can disrupt personal and familial dynamics. One woman even shared that she felt as though she “lost her entire family” due to such a revelation. 

From a privacy perspective, this also takes agency away from many individuals, giving them no choice about how, when, and with whom their past mistakes, difficult decisions, or traumas are shared. While you may choose to take such a risk on yourself, it’s worth considering this aspect carefully before gifting such a potentially volatile gift to loved ones.  

Alternative gift ideas that are thoughtful and private

DNA testing kits are so popular for holiday gifts because they seem to offer something truly meaningful: a way to connect with family and uncover roots. But these kits aren’t the only way to help someone explore their heritage or nurture these connections. 

There are thoughtful alternatives that offer even deeper, more personal ways to situate oneself in family history or culture—without the privacy and emotional risks associated with DNA tests.

1. Customized memory books

A personalized memory book or scrapbook is a beautiful way to help loved ones preserve and celebrate their family history. Services like Storyworth make this process even more meaningful by turning shared family stories into a professionally bound book. With Storyworth, the gift recipient answers weekly prompts about their life and memories, creating a keepsake that becomes a cherished family treasure. It’s a gift that doesn’t just preserve the past—it fosters connection as family members relive memories together.

For a more hands-on approach, consider a physical scrapbook or photo album. You can include family photos, handwritten notes, and even mementos like postcards or pressed flowers to add a personal touch. Tools like Shutterfly and Mixbook also offer customizable photo book options, allowing you to blend creativity with convenience. 

2. Language classes

Gift your loved ones the opportunity to connect with their cultural roots or expand their horizons through language learning. Enrolling them in programs like Rosetta Stone or Duolingo Plus provides access to engaging, self-paced language lessons. These platforms are perfect for beginners and experienced learners alike, offering lessons in dozens of languages.

For a more immersive experience, consider cultural or language exchange programs like iTalki, which connects learners with native-speaking tutors for one-on-one sessions. Platforms like Tandem allow users to practice conversational skills by pairing them with language partners worldwide.

These gifts not only help the recipient reconnect with their cultural heritage but also provide a deeply enriching experience. They’re a perfect privacy-friendly alternative to DNA tests, offering personal growth and meaningful connections to family history through the lens of language and culture.

3. Cultural and historical education gifts

Help your loved ones connect with their heritage by giving them experiences or materials that explore their cultural and historical roots. Enroll them in classes or workshops specific to their ancestry, such as traditional art forms like pottery, weaving, or calligraphy. For example, programs like Udemy and MasterClass often offer courses on cultural crafts, music, and cooking.

Martial arts classes tied to their heritage, such as taekwondo, karate, or capoeira, can provide not only a physical activity but also a deep dive into cultural traditions and philosophies. Look for local studios or community centers offering these classes.

For a more reflective experience, consider gifting history books, museum memberships, or tickets to exhibits related to their ancestry. Websites like History Hit provide access to documentaries and articles that explore global and regional histories. Alternatively, platforms like Coursera offer in-depth courses on cultural and historical topics from leading universities.

4. Recipes passed down through generations

Food has a unique way of preserving history, culture, and family traditions. A family recipe book is a meaningful gift that can connect loved ones to their roots through the flavors and stories of the past. Gather recipes for traditional dishes, whether they’ve been passed down through generations or reflect the culinary traditions of your heritage.

Platforms like Tastebook and CreateMyCookbook make it easy to create professional-looking, personalized recipe collections. Include photos, family anecdotes, and even cultural or historical notes about the dishes for an added layer of depth. For a more personal touch, consider creating a handwritten journal or scrapbook where family members can contribute their favorite recipes, along with notes or memories.

This gift does more than offer delicious meals—it preserves a tangible part of your family’s story and provides a way for future generations to connect with their heritage in a heartfelt and flavorful way.

5. Family reconnection through travel

Few experiences are as transformative as visiting the places where your family’s story began. Planning a trip to your family’s ancestral town or region allows loved ones to deepen their understanding of their heritage while fostering stronger bonds. Walking the streets your ancestors once roamed or exploring cultural landmarks tied to your roots can bring a profound sense of connection and belonging.

This gift can range from a weekend trip to a neighboring state to an international adventure, depending on your family’s history and budget. Services like Ancestral Footsteps specialize in heritage-focused travel planning, helping to organize visits to ancestral locations and offering genealogical insights along the way. For a more personal touch, consider creating a self-guided itinerary that includes historical landmarks, local cuisine, and opportunities to engage with the culture.

A journey like this doesn’t just educate—it creates memories that resonate for generations. Plus, it’s a meaningful way to bridge the past and present, bringing your family’s story to life in an unforgettable way.