There is a considerable gap in our current understanding of gift-giving because much of what has been studied has focused on gift-giving as an affair between just two consumers—a single giver and a recipient. Little is known about the impact other gifts have on the recipient of the gifts, even though some of the most common occasions for giving a gift, such as birthdays, the winter holidays, Mothers' and Fathers' Day, graduations, bridal showers, baby showers, bachelor and bachelorette parties, going away parties, and retirement parties, all typically involve a recipient receiving gifts from several different givers.