What Makes Seasonal Gifting a Cultural Phenomenon?

It’s the first week of December, and you’re fighting with another shopper over the last novelty mug in the store. It’s not a pretty picture, but most of us have been there at one point or another. Whether it’s Christmas, Thanksgiving, Easter, or Lunar New Year, we know we have to offer presents to our loved ones, friends, acquaintances, work colleagues (even if you don’t really like them), and business partners.

But why is that? Why do we spend the days before an important holiday scouring the internet and local stores, looking for things that will (probably) be regifted or returned? 

Seasonal gifting is so ingrained in our lives that we no longer stop to ask why. So, let’s pull at the ribbon and see what’s inside.

A Brief History of Giving

Gift-giving was part of human celebration long before department stores started blasting Mariah Carey in November.

In ancient Rome, for the festival of Saturnalia, neighbors exchanged candles, figurines, and good cheer. This was a practice meant to honor the god Saturn and keep social ties warm through winter. 

Across the world in the Han dynasty, gifts were a diplomatic tool, strengthening alliances between nobles and nations. Furthermore, in many Indigenous cultures, offerings marked rites of passage or seasonal changes, carrying deep spiritual meaning.

Fast-forward a few millennia, and the impulse remains the same. However, nowadays it’s no longer about marking seasonal changes, honoring gods, or strengthening alliances (although this one is debatable).

Gift-giving today is more about marking the moment, expressing feelings of appreciation and gratitude, and connecting with those around. 

The Cultural Meanings Behind Seasonal Gifting

In many cases, seasonal gifting is less about the object and more about the message it carries. In Japan, a neatly wrapped ochugen gift in July says “I value our relationship.” In China, a red envelope during the Lunar New Year wishes prosperity. 

In the West, we like to make a big fuss about holidays that hold religious meaning, such as Christmas, Hanukkah, or Easter. These holidays have become more about reuniting families and spending time together in an effort to reinforce bonds.

Additionally, in the West, the gift is both about the message and the object. We like to give and receive presents that hold both emotional and financial value. For instance, most people would be happy with something like personalized jewelry, even if it’s not that expensive. On the contrary, someone receiving just a card may feel a bit left out. 

Overall, seasonal gift-giving carries different meanings depending on your culture and surroundings. 

The Commercial Aspect

We can’t talk about offering gifts without discussing the commercial aspect it has today. If back in the day, offering a present was more akin to a ritual, nowadays, it can feel like a must-do (unless you want to be labeled as anti-social or oblivious). 

By the late 19th century, department stores were staging elaborate holiday displays, turning gifting into an economic powerhouse. The 20th century supercharged this with mass production, glossy advertising, and an avalanche of “must-have” items.

Today, the stakes (and sales) are staggering. In the U.S., Christmas alone can account for up to 30% of annual retail sales, according to the National Retail Federation. These numbers are also helped by the power of social media and influencers who have cranked up the commercial aspect of finding the right gift.

Seasonal Gifting and Creative Industries

The commercial aspect of gift-giving may seem a bit tacky, but overall, it’s not a bad thing. As people look for more unique options and products, creative industries and creatives, in general, have a lot to gain. 

Let’s take Advent calendars as an example. These wonderfully decorated gifts originated in 19th-century Germany as a way to count down the days to Christmas, and have become a global tradition, reimagined by industries from confectionery to fashion.

Traditionally, they were paper calendars, but nowadays you can find chocolate advent calendars, or luxury ones filled with skincare, fragrances, toys, up to fashion items and accessories.

Each creative industry has a way to celebrate seasonal changes by creating limited-edition items that only increase in value over time. For instance, fashion designers create special collections for Christmas, design houses lean into holiday packaging, such as custom typography, foil accents, and gorgeous boxes that everyone wants to keep.

In Summary

Seasonal gifting is a wonderful storytelling opportunity. Each ribbon, package, or limited release can spark emotion, deepen connection, and make your work as a creative part of someone’s cherished ritual. So let your inspiration run wild, and enjoy the creative process!