If you don’t like receiving gifts, then stop reading. 

See, every one of you is still reading!

Everybody loves getting gifts. It’s in our DNA.

It’s part of what makes the holiday season great. Odds are good that someone is going to give you something in the next couple months. It might be a bonus from your work, a present for Hanukkah, Christmas, Kwanzaa, or whatever your holiday of choice is, a gift from a friend, even a white elephant present that you really don’t even want.

It feels good to know that someone cares enough about you, sacrificed a little bit of their money or put a little bit of thought into giving you something. Gifts are a relationship-building tool, an expression of gratitude.

Which begs the question: why aren’t businesses giving gifts to their customers?