Corporate Gift-Giving Shifts Towards More Wholesome than Malicious Practices
In 2014, the focus on corporate holiday gift-giving was all about expressing appreciation and fostering relationships. According to a survey conducted by the Advertising Specialty Institute (ASI), approximately six in ten (62%) companies planned on rewarding clients and employees that year.
The survey, titled "Gift Guide," suggested that companies should aim to be unique, whether in thoughtfulness, coolness, or functionality, to stand out. This approach was reflected in the gifts chosen, with many companies opting for unique and personalised gifts.
One such example was a custom pink superhero cape imprinted with a company logo, which made the recipient feel like Wonder Woman. Another example was a custom skateboard designed by a company's own creative team, symbolising their company's "ride into the future."
The main goal of these gifts was to express appreciation (86%) and for relationship development (69%). The most common gifts for employees, according to the survey, were gift cards, followed by food/beverages, apparel, and cash bonuses. For customers, food baskets or wine bottles branded with a company's logo, followed by desk accessories like imprinted power banks, writing instruments, and calendars, were the top choices.
The survey also indicated that companies giving gifts to employees planned to spend an average of $50 per worker, while spending an average of $10 more per customer. Despite static overall budgets, companies were willing to increase their spending on holiday gifts.
Companies focused on sustainability aspects in corporate gifts around 2014, as indicated by MaisonCashmere's mention of sustainability and B-Corp status starting from 2014. However, eco-friendliness and U.S. manufacturing were the least important factors when selecting what to give.
The survey also emphasised the importance of packaging. Gifts presented attractively can remind recipients of the giver all year long. This was evident in the popularity of food baskets and wine bottles, which not only served as practical gifts but also added a touch of elegance to the presentation.
Trish Corvelli of Corvelli Realty in Virginia was one of the companies that paid attention to packaging. Each holiday season, she spent about $3,000 to thank clients and potential clients with gift bags containing useful household items and a calendar.
Timothy M. Andrews, president and chief executive officer of ASI, stated that thoughtful gifts deliver a terrific ROI. He encouraged companies to put thought into their gifts, considering an item's attractiveness, durability, and usefulness.
Many companies appeared to be delaying exact spending decisions until much closer to the holidays in 2014. Despite this, the spirit of giving and the desire to express appreciation remained strong, making the holiday season a special time for both employees and clients.
The survey did not provide information on changes in spending trends for 2015. However, the focus on unique and thoughtful gifts, as well as the importance of sustainability, is likely to continue in future years.
