Thanksgiving is just around the corner and expressing gratitude is becoming an increasingly prevalent topic among Americans. And what better way to show appreciation for someone than to give them a thoughtful gift? With the holiday season approaching, shoppers are already beginning the search for the ideal gifts to give to their friends and family to express their love and gratitude. A mere few decades ago, this process would have involved a lengthy trip to a bustling shopping center, sifting through the contents of prior years’ unused presents, the tedious process of crafting homemade gifts, or all of the above. But with the introduction of modern technology, specifically online shopping, the gifting process has been expedited. Instead of spending hours in line to buy whatever items a shopping mall has in stock, many Americans now turn to online shopping sites to order gifts. 

This is good news for large e-tailers such as Amazon, Temu, and eBay, but not so good for smaller independent retailers, whose numbers plummeted by nearly 40% between 2007 and 2017 (Institute for Self Reliance) with the growing popularity of online shopping sites. Smaller brick and mortar stores struggle to compete with the prices of large online corporations, who are able to effectively ‘cut out the middleman’ and thus offer goods at much lower costs to consumers. In addition, homemade gifts or those bought in person may be more meaningful to some people simply because the gifter spent more time and effort getting them. 

This being said, the shift from in-person to online gift shopping is not a categorically bad thing. Because online shopping provides a more diversified array of gift options, shoppers can purchase more personalized and practical presents. When asked what she preferred about online shopping for holiday gifts, shopper Leda Cunningham explained, “I love the convenience… I can shop when and where I want and have a wide selection,  and it makes it easy to get people exactly what they want because they can send me their wishlists.” Many other shoppers share this sentiment, appreciating the efficiency and ease of online shopping. In addition, online shopping can significantly reduce the stress associated with gift-giving for many people. 

Ultimately, whether you are purchasing a gift online, picking it out at a local store, or creating it yourself, gifting is about the receiver. As the previously cited shopper described, “Gift giving is about thinking about somebody else and what would make them feel special.” The best gift is the one that brings someone joy, and that is different for every person. For some, a gift bought online may be the perfect holiday present, while others prefer a unique handmade item. Regardless of where you purchase gifts this holiday season, giving to others is an excellent way to express your gratitude and appreciation for all they do for you.