Abstract: In the social life started with gathering of two people, the wish of impressing each other and being seen nice by others led people to the behavior of gift giving. When historical studies are examined it is seen that fundamental religious days and ritual days based on cultures have turned into "holidays, festivals, carnivals and other social rituals" today and particularly celebrations in Christianity and other fundamental religions have become a marketing movement. In Turkey spouses, relatives and friends have converted giving gifts to each other on special days into a tradition now as a result of driving force of openness to foreign countries, experienced as a result of support of market economy application of which was started particularly in 1980s and replacement of import substitute policy by export policies. Most of international companies have applied their marketing campaigns in our country mostly as they are in their countries and have been successful in such campaigns as they have seen Turkey of 70 million of population as an important market and started to deal with activities in the country. The wish to imitate "western type of life" existing in our community has considerably facilitated the dream of marketers. The behavior of consumers to give gifts having economic, social and personal aspect corresponds to more than about 4% of budget of householders and it has become focus for consumer researchers and marketers. This study has been showed that consumer�s behavior of gift-giving in Westernization process in Turkey.