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Many “alternative” gift articles suggest non-gifts — things like giving to charity in the person’s name, or giving service rather than a thing — but choosing a present specifically for another person, wrapping it playfully and offering it to them can tap into love, charity, selflessness and hospitality. I refuse to let consumerism win by equating gift giving with money and greed. I want you to buy gifts, real physical gifts. So how do we choose gifts in a mass consumer culture?

There isn’t just one approach. You might choose items made locally; or by individuals; or from small manufacturers that treat their employees well. If you’re not buying directly from the supplier, you will be considering the retailer too. Let’s call it “conscious” gift shopping. The spiritual principle here is to consider the whole gift: what it will mean to the recipient; what it’s made of; how it was made; who made it; how it got to your hands. I think everyone can embrace supporting individual craftspeople and small businesses over multinational corporations. At least for Christmas.