Introduction. The article is the first one to conduct a comparative analysis of two economic models, reflecting previously little-studied aspects of the processes of exchange and consumption. A connection is established between the archaic paradigm of abundance and the postmodern theory of unlimitedly producing capitalism. Theoretical analysis. According to Daniel M. Bell (The Economy of Desire: Christianity and Capitalism in a Postmodern World), the economy of desire is based on overcoming the scarcity approach to the processes of production and exchange. The main goal of this economy becomes the formation of desires for consumption, and not the creation of benefits. The approach Bell describes is based on the idea of resource abundance. This brings him closer to the gift economy, which, as J. Bataille writes (“The Accursed Share”), is aimed at getting rid of attachment to material goods through transcendence. The act of giving is a waste of which only those who are not afraid of scarcity are capable. Conclusion. The author concludes that the economy of desire, although it overcomes scarcity, is nevertheless aimed at immanence, since desires force one to focus on oneself and one’s current states. In the modern world, these two models simultaneously compete, since they have attitudes that are incompatible with each other, and coexist, as the capitalist system becomes more diverse and requires new ways of relationships between subjects.