In the potlatch, social status is attained by conspicuously giving away, and those of a higher status achieve it by giving away more than their peers. By contrast, the social status attained by conspicuous consumption is based on aquiring goods and services associated with high social class and displaying them

The giving of gifts establishes, strengthens and maintains social bonds between both individuals and groups

Individuals and groups

The exchange of gifts between those of similar social statuses (Yan, 2012)

Exchange that cuts across the boundaries of social hierarchy (Yan, 2012)

... the social hierarchy of a society

between social classes

LeClair and Schneider, 1968 - 28% of electric razors bought by lower classes in the UK were bought as gifts, compared to 23% amongst higher classes

Goods that are bought as necessities by middle classes may be bought as luxury gifts by lower classes

the maintenance of social hierarchy as well as in the struggle for hierarchical order