Small Business Today Magazine JAN 2015 AIM GLOBAL LOGISTICS | Page 18
EDITORIALFEATURE
Gift-Giving Traditions
from Around the World
By Ludmila (Mila) Rusakova Golovine
S
eemingly, nothing could be simpler than giving a gift since the
act demonstrates care and respect for the recipient. Also,
it expresses the thoughtfulness and generosity of the giver. Nevertheless, gift-giving can be much more complex
across cultures. The act becomes even more nuanced when it is
done in a business setting. Timing becomes much more important and the giver’s intent must be absolutely clear to avoid ambiguity or offense. In the U.S., gift-giving in business is fairly straightforward. It is not required or even expected. When Americans
give gifts it is usually done at the end of a business deal once the
agreement is concluded. Also, the gift is given in full view of the
recipient’s coworkers for transparency’s sake. Gifts are viewed by
Americans as merely gestures or something superfluous. Nevertheless, in other parts of the world, gift-giving is not only customary but in some cases mandatory.
In terms of similarity with American gift-giving customs, Europe is
probably the closest. Surprisingly, Great Britain, whom one would
assume would be very similar to American culture, actually eschews
the act of gift-giving in business. However, if a Briton does give a gift,
then the act must be reciprocated. If a gift is given to a Briton, it
must not be too expensive or the recipient will be embarrassed. In
France and Germany, gifts should be given only upon closure of a
deal much like in the British case; however, they should not be too
expensive lest the German or French counterpart feel beholden
to the giver. It is also not advisable to bring wine to the French or
beer to the Germans. These nations are world-renown for these
products so the gesture could seem condescending or at the very
least have a high probability of failure; therefore, it is wise to consider
a local gift or delicacy such as pecans or pecan candy from Texas.
Unlike in Western Europe where gift-giving is rare, in Eastern Europe the practice is much more customary. Russians value gift-giving
tremendously. Consequently, they spend a lot of money and time
on it. While gifts to Russians do not have to be overly expensive,
they should have a certain level of value and typically higher than
those given in Western Europe. If you are invited to a Russian person’s home, flowers for the lady of the house are customary. Red,
yellow, and white flowers should be avoided but pink, orange, or
blue flowers carry no