Much ink and many pixels have been devoted to the topic of gift as a verb (see, for example). I don’t want to weigh in to the wrongs and rights of it, except to say that I don’t and wouldn’t use it as such (except linguobuccally). (I’ve got no general issue with verbing nouns, but why do it when there’s a perfectly good verb available already?) But I have recently noticed three uses of it in a major historical shopping building in the city. One shop has a poster ‘Gift the magic of Provence’, which could easily be ‘give’. Another has ‘Gift UGG this season’, which would still be awkward even with ‘give’.
The building management has provided a ‘Gifting station’. We can’t change that to a ‘Giving station’, but we could call a ‘Gift-wrapping station’ or even ‘Gift-wrapping’ if getting the words onto the sign was a factor.
(I am breaking a long-standing rule about gifting free publicity to commercial entities, but the identities of the companies are relevant.)