The language of giving: Eid rituals and gift-giving practices among Saudi Gen Z

Gift-giving during Eid has evolved in Saudi Arabia from a simple act of generosity into a socially structured ritual shaped by cultural expectations and linguistic conventions. This study examines how Saudi university-aged members of Generation Z engage in and linguistically frame Eid gift-giving, and how digital communication platforms shape the meanings associated with this practice. Using a mixed-methods approach, quantitative survey data and qualitative open-ended responses were collected from 150 Saudi university students aged 18–25. The survey explored gift-giving frequency, motivations, and the linguistic strategies participants used to describe gifting interactions. Results indicate that over 85% of participants engage in Eid gift exchanges, with 60% doing so annually. Family influence was reported by 70% of respondents, while 60% identified social media as shaping their gifting practices and associated language. Feelings of obligation were more frequently reported among female and urban participants. Participants commonly used greetings such as ‘Eid Mubarak’ alongside expressions like ‘This is just a small thing’, often accompanied by polite hedges and emojis. These findings suggest that Eid gift-giving functions as a socially organized ritual governed by recognizable linguistic conventions and culturally shared pragmatic expressions among Saudi university-aged Generation Z members.