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Christmas Gift Giving People who are well-off generally buy gifts for family & friends but the holiday is not as commercial as it is American & European countries, because main emphasis is more on the religious part of celebrating the birth of Jesus Christ than gift giving. Usually & most importantly, Christians buy a new set of clothes to be worn to the church service. Majority of African Christians are too poor to be able to afford presents for their children & there aren't too many toy stores in rural Africa to shop at anyway. If gifts have to be exchanged in poorer communities they usually come in the form of school books, soap, cloth, candles and other practical goods. People who are well-off generally buy gifts for family & friends but the holiday is not as commercial as it is American & European countries, because main emphasis is more on the religious part of celebrating the birth of Jesus Christ than gift giving. Usually & most importantly, Christians buy a new set of clothes to be worn to the church service. Majority of African Christians are too poor to be able to afford presents for their children & there aren't too many toy stores in rural Africa to shop at anyway. If gifts have to be exchanged in poorer communities they usually come in the form of school books, soap, cloth, candles and other practical goods.