I find it highly unsuitable to be making constant references to. "Gifting" when Liz Earle tries to present itself as an ethereal English rose product. The phrase is grating anyway, I wish qvc presenters would remember they are not in the USA, and nor are we!
I noticed when I was in M&S the other day that they have signs up "Gifting" in the Christmas section so I think this new verb is here to stay.