Gifting

Why has this word "gift" become a verb? And does it bother anyone else besides me?
In an older, better time, you gave someone a gift. Now, you gift them with a gift.
The TJ Maxx ads this season (the ones with the singing people on the escalator) says something about all your "gifting" needs.  Why aren't they giving needs? Why are we gifted now rather than given a gift?
Why are gifts re-gifted rather than re-given? Giving is a perfectly good word. We had all the forms of it: give, giving, gave, have given, will have given.  I don't get it.
As for me and my house, we will give this Christmas season, not gift.