If you keep it, and it's over the taxable limit, you have to report it and pay tax.
https://www.irs.gov/businesses/small-businesses-self-employe...
"Who pays the gift tax? The donor is generally responsible for paying the gift tax."
>For example, if you go on price is right, and you win a nice trip to tahiti
Those are prizes or winnings, not gifts. Totally different tax treatment.