Some of the magic of the holiday season comes from giving.
That's what this new ad from JC Penney -- "The Gift of Giving" -- aims to show by asking the department store's shoppers whether it's better to give or to receive. The chain gave customers in Illinois and Indiana the chance to surprise fellow shoppers by gifting them an item of their choice from the store for free.
The unsuspecting shoppers were overcome with emotion when total strangers offered to 'buy' them items ranging from a wedding ring to a pair of slippers. Watch the heartwarming video above and witness some moving shows of gratitude, making it clear that giving isn't just a nice thing to do -- it's also pretty darn rewarding.