It's like Halloween. Parents can just buy their kids candy, right? It's the same candy that companies sell year round but they take the time to change the wrappings. Costumes are a big deal to kids and adults.
It's also about the giver knowing the recipient, giving them something they want not necessarily what they need (charity). I take the time to wrap gift cards/certificates complete with a nice little bow placed in the middle of the box. To me, without the ritual, it is charity.

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