Unfortunately the world of commercialism and materialism pushes gift giving upon us all the time. At times the commercialism can in fact devalue gifts and gift giving.
People feel they have to give rather than want to give.
Because the giving of gifts says something about our relationship with the other person. It says that we are appreciated and loved. With Good Friday and Easter we are reminded that we are loved by God because He has given us the wonderful gift of His Son, Jesus. It is through Jesus death and resurrection that we can be made whole and are made acceptable to God. That is the greatest gift of all.