This study aims to explain the effects of symbolic meaning on consumption, particularly on gift purchasing opportunities. A qualitative study was conducted through 31 in-depth interviews with individuals who travel often and bring gifts back to their families. Data were analyzed, codified, and grouped to determine perceptions, expectations, and symbolic meaning of a particular gift to the people involved in the transaction. Products selected for gift-giving have a strong symbolic meaning that can affect the relationship between the buyer and the receiver. When the context around products changes, affecting the symbolic meaning associated with a particular gift, it may inhibit consumption. The symbolic meaning is more relevant than the price of evaluating a product for gift-giving. This study builds on previous gift-purchasing models by including perceptions, expectations, and symbolic meaning in the evaluation stage. Results indicate that symbolic meaning is more relevant than price or convenience when buying a gift. Additionally, products usually bought as presents would not be purchased for daily consumption because of their symbolic meaning as a gift.