Unwrapping Humanity: An Anthropologist Explores the Timeless Significance of Gift-Giving

In exploring the theme of gifting for his new book, “So Much Stuff,” anthropologist examines the intrinsic motivations behind giving away valuable items. This phenomenon is not merely a modern convenience; rather, it reflects a deep-rooted human behavior spanning millennia across diverse cultures.

Gifts hold significant sway. They can evoke a “warm glow,” a psychological pleasure associated with generosity. Various religious traditions, including Catholicism, Buddhism, and Islam, highlight gifting as a moral expression, embodying values such as love and gratitude. Philosophers from Seneca to Nietzsche have extolled gifting as the pinnacle of selflessness, further emphasizing why it is integral to celebrations like Hanukkah, Christmas, and Kwanzaa. Curiously, the consumer frenzy of Black Friday, leading the year-end shopping season, may even be viewed as a holiday in itself.

Among the many theories of gifting, anthropologist Marcel Mauss’s insights from 1925 resonate. He was intrigued by cultures where gift-giving is performed on a grand scale, particularly in potlatch ceremonies among Indigenous peoples of the Pacific Northwest. During these elaborate events, vast quantities of goods like canoes and furniture are freely distributed, including a notable 1921 instance where a Kwakwaka’wakw Nation leader gifted 400 sacks of flour along with numerous other items.

In his seminal essay “The Gift,” Mauss identifies a triad of actions: giving, receiving, and reciprocating. The giver’s act affirms their generosity, while the recipient’s acceptance signifies their willingness to embrace the gift. The act of reciprocity completes this cycle, where the recipient feels compelled to return the favor, fostering an ongoing loop of mutual obligation.

This reciprocal nature of gifting differentiates it from commercial transactions. While typical purchases conclude at the exchange of money for goods, gifting nurtures relationships through an ongoing moral commitment. Each gift exchanged symbolizes respect, creating a bond characterized by fairness—where each present is generally of equal or greater value than the last.

Modern consumers often reflect Mauss’s theories, but perhaps in a less profound way. The average American holiday shopper is projected to spend $975 on gifts in 2023, the highest estimate in decades, according to Gallup. However, a staggering amount of these gifts—over $15 billion during the 2019 season—were deemed unwanted, with a portion ending up in landfills.

The dichotomy of modern gifting practices elicits mixed emotions. On one hand, these traditions can enrich relationships, forging connections that echo age-old customs. On the other hand, rampant consumerism threatens to overshadow their meaning, leading some to view holidays merely as a pretext for excess.

Mauss’s ideas emphasize the significance of thoughtful gifts over mere consumption. A well-considered present embodies greater respect and can mitigate waste, as it is less likely to be discarded. Unique or personalized gifts, such as handmade items or experiential offerings like food tours, often resonate more meaningfully than mass-produced products. Thus, quality over quantity in gifting not only aligns with personal values but also strengthens interpersonal bonds.