Regardless of other stereotyped consumer groups people might fit in, producers, advertisers, and package designers came to understand “gift giver” as a unique consumer group, with its own distinct values and shopping habits.
Progressively more refined over the twentieth century, advertisements for products to be used as gifts capitalized on not only the ceremony surrounding the process of gift giving among friends and family, but also the feeling people get when treating themselves to something special.
Crown Royal whisky came packaged as a gift year round. These Crown Royal ads suggest different gift-giving goals to potential buyers. One even targets a woman’s presumed desire to please her father.
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