Gift giving generates large revenues for businesses, corresponding to 17.6 percent of retail sales in Hong Kong. Despite their importance for the retail industry, retailers tend to follow the same pricing strategies as for other regular products or services. Yet, consumers purchase decisions for gifts are fundamentally different compared to purchases for own consumption. This presentation, Professor Van der Lans highlights these differences and the implications for pricing strategies of retailers that serve a significant portion of customers who buy their products as gifts for others.