We, humans, love exchanging presents. Even people with limited resources try to provide some gifts for their special ones on important occasions. Naturally, this can lead to some anxiety. How to arrange a nice present to your daughter on her 10th birthday, when you have barely enough money to feed the family? For the more affluent among us gift exchange is often a source of a different kind of stress - what to give to a person who already has “everything”? Hence endless shopping trips and non-stop web browsing in search of the perfect option, which, one hopes, won’t be binned or re-gifted next day. No matter - the relentless pressure of the society forces us to be part of the process, whether we like it or not. Old religious traditions have been enlisted by the retail establishments in the relentless fight for more shopping spending. Who nowadays remember, that Christmas used to be a celebration of the ostensible birthday of Jesus Christ? The atheists had nothing to do with Christians forgetting about the theological foundations of the date, consumerism did that for them. Lots of other religious and secular calendar entries have been employed for the same purpose, and new ones invented. Probably one of the most recent ones is the so called Singles’ Day - mainly a Chinese phenomenon of massive online and offline shopping on the 11th of November. If we are to believe the Wikipedia, the tradition started just a few decades ago, and already it happens to be the largest retail day of the year globally in terms of turnover. And there isn’t even an ancient deity to encourage it along! St Valentine’s day, Mothers’ day, Fathers’ Day and so on and so forth - any excuse to squeeze a few more presents from the general public!