Women shoulder the gift‑giving burden

Survey data show American women are substantially more likely than men to buy gifts across friends, extended family and life events (e.g., friends 52% vs. 36%; baby‑shower gifts 55% vs. 30%). This indicates that a large share of the relational and emotional labor of gift provision — with associated time and spending costs — falls on women. — This matters because it ties consumer spending patterns to unpaid emotional labor and gender inequality, with implications for marketing, household economics, and policy debates about caregiving burden.