The heart of the holiday season has arrived. Window displays are frosted with snow and filled with red and green decor, beckoning buyers inside for a shopping extravaganza.
But in the lingering shadow of Black Friday consumerism, charitable gifts place the emphasis back on the act of giving instead of receiving.
Ray White, public relations director of Heifer International, said giving charitable gifts helps alleviate the commercial nature of the holidays and can help raise compassionate children.
"You think things are bad in this country, look at other countries," he said.
Heifer International had 867 active projects in 53 countries and provinces and 28 U.S. states in 2007. The foundation's goal is to help families around the world find self-reliance through gifts of livestock.
Although the adverse economic conditions play a role in the number of donations received, individuals who can afford to make charitable sacrifices are giving more, White said. Heifer International recently received a $100,000 anonymous gift.
Despite the college student's shoestring budget, the Heifer Foundation provides gift options for the frugal to the extravagant donor.
Donors can gift a flock of chicks for $20 or a share of an animal for $10. More expensive gifts include heifers for $500 and llamas for $150.
The gifts truly keep on giving, White said. Gifts encourage small-scale production, minimize greenhouse gases generated by livestock and provide a source of protein for impoverished families. Gifts give recipients a sense of dignity and pride through self-sustainability.
White said Heifer International bases its mission on the ancient wisdom: Give a man a fish and feed him for a day. Teach a man to fish and feed him for a lifetime.
In addition to livestock donations, stores in the United States are enticing shoppers with brand name buys linked to AIDS epidemic assistance in Africa.
By buying (RED) products or services, the company that makes the product will give up to 50 percent of its profit to buy and distribute antiretroviral medicine to AIDS victims in Africa, according to (RED)'s Web site.
The program's advent came two years ago. Since its start, 2.5 million people have been impacted. In its small lifespan more, than 1,750,000 AIDS victims have received treatment with more than $1,000,000 raised, according to the Web site.
Participating companies include Apple, American Express, Gap and Starbucks.
"Starbucks is always looking for ways to contribute to the community," said Amanda Trenbeth, Starbucks store manager at 1610 W. Wisconsin Ave.
As a holiday promotion Starbucks will donate 5 cents of every holiday drink directly to fighting AIDS in Africa, Trenbeth said. Drinks include the Peppermint Mocha Twist, Gingersnap Latte and Espresso Truffle.
Starbucks' promotion helps consumers treat themselves while donating to a notable cause in a time of financial strain, Trenbeth said.
Charitable gifts have also penetrated the cyberspace marketplace.
iGive.com was established as the first online shopping mall where purchases benefit a specific cause. Each purchase donates up to 26 percent of its profit to support a cause, according to iGive.com.
Among the 735 store participants are well-known names such as JCPenney, Barnes & Noble and Best Buy, according to the Web site. Donations are given to 44,310 charities and nonprofit organizations. Charities include national nonprofits like the Boys & Girls Clubs of America as well as local organizations such as food pantries and animal shelters.
Churches and local stores also provide a vehicle for charitable gift giving. Suzy Miketo, a senior in the College of Business Administration, said she has participated in a church gift drive the past three years.
Her home church in Cleveland, Ohio, decorates a Christmas tree with gift-themed ornaments that ask congregants to purchase requested items for people in need.
Alyssa Maas, a junior in the College of Arts & Sciences, said she participates in her local Starbucks' gift drive. This year, Maas said she selected an ornament requesting DVDs and jeans for a 12-year-old boy.
Maas said she participates in charitable gift giving because, "People forget what the season is about."