The Alternative Gift Market is a program designed to give consumers other choices besides "traditional" holiday gifts. Shoppers can donate money to global, national, and local non-profit agencies in lieu of a wrapped gift. With each purchase, participants receive an explanation of the agency and cause they are donating to, as well as a free holiday card which they can give instead of a gift. Shoppers dedicate their donations to their friends, family, and ultimately back to the world.