You're certainly not wrong, and I'm sure there's a lot of gifting going on, but within certain societies, gifts do not come without the expectation of a return. As example, if person A buys person B a birthday present, person A generally expects to be gifted back by person B on their birthday. And if person B fails to gift person A back, person A might withhold gifts from person B in future. I know there are still a lot of people who like to gift without any expectation of return, but there exists a societal structure around gifting that indeed has the expectation of return. Yet, we still call these gifts. I believe irrespective of your expectations upon gifting, gifting can still be the appropriate term.
There, that's the best I can do.