Exploring gift-giving by brides and grooms

Abstract

Gift-giving is an important ritual for special occasions such as weddings and is usually explored in relation to gifts given by guests. This research explored gift-giving behaviour by the bride and groom in the modern Western wedding ritual by analysing 331 posts from brides and grooms on online forums. Results indicate gift-giving is an important part of the wedding ritual. Three main types of gift-giving by the bride and groom were identified including mutual exchange, reciprocal gifting as repayment for contribution towards the wedding; rituals to convey symbolic value; gifting rituals that carry symbolic value to improve relationships; and process gifting, gifting gifts that are essential to the performance of the wedding ritual. The results provide a starting point to understand gift-giving behaviours by brides and grooms.