A Gift Beyond Description

Why is it every year at this time, everyone participates in the tradition of giving and exchanging gifts with one another and it's a beautiful thing to do. But even people who have no affiliation with the Word of God, our heavenly father who gave His only begotten son freely to die and share his life to ransom mankind from their sins still participates in gift giving? It's amazing because we live in a very humanistic culture where self is at the center not Jesus Christ.