There are two traditions that define the holiday season for many Americans – shopping and giving. In this spirit of the season, consumers are shopping with an eye toward giving back to good causes and expect companies to lead the charge, according to the spend an average of $714 on gifts this year. Imagine the impact if just a dollar or two of this was diverted to a social cause. Millions of dollars and untold awareness could be raised through very simple, turn-key cause marketing this holiday season. A gift to consumers, companies and causes alike.