I mean, it's "mostly within families" in the sense that most gifting occurs within family anywhere, but it certainly isn't restricted to familial contexts; you could definitely give them to friends, co-workers, teachers or other acquaintances.

Traditionally, there's some nuances to it, e.g. it's often a tradition associated with visiting someone, and it is meant to have symbolic intent, meaning that it doesn't fit settings like secret santas.