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The gift tradition is a universal and functional culture pattern that is encountered in all cultures. This tradition has been maintained in both primitive and contemporary cultures. In modern cultures, gift-giving has been offering more opportunities to consumers than previous eras In the gift of gift tradition, it is necessary to be brought together fields such as consumer behavior, history of economy, psychology, sociology, anthropology, and culture in order to be able to examine the behavior of women in buying gifts, giving gifts, and accepting gifts from the others. The purpose of this paper is to try to understand the feelings, thoughts and expectations of women about gift-giving. For this purpose, firstly the concept of gift-giving, and in this direction the thoughts, attitudes, and behaviors of women in gift-giving were thoroughly examined from the past to the present and new suggestions were made as stated in the results obtained from this paper [ABSTRACT FROM AUTHOR]