Six Keys to Successful Corporate Gifting

Corporate gifting is big business in the US.   According to a Coresight Research study, the
corporate gifting market in the US was projected at $258 billion in 2023.  The same study estimates that this market will grow to 312 billion in 2025. 

In a survey conducted by the National Retail Federation, almost 50% of companies plan to give gifts to employees, and the same percentage planned to give gifts to customers and clients as well.  

With so many companies sending gifts, how can you ensure that your corporate gifting campaigns are meeting your objectives and delivering a return on your investment?

History of Corporate Gifting

Corporate gifting has a long history dating back to the early days of trade and commerce. The practice of giving gifts to business associates and clients has been used for centuries to build and maintain relationships, show appreciation, and increase sales.

The origins of corporate gifting can be traced back to ancient civilizations, where gifts were often exchanged as a form of diplomacy and to establish alliances. In medieval Europe, merchants would give gifts to lords and kings to gain access to their markets and secure trade agreements.

During the Industrial Revolution, corporate gifting evolved to include the distribution of promotional items, such as calendars, pens, and other small gifts, to help promote products and businesses.

In the 20th century, corporate gifting became more sophisticated and diverse, with companies using gifts to show appreciation and build relationships with employees, customers, and partners. Today, corporate gifting is an established practice in many industries, and companies of all sizes use gifts to build stronger relationships with clients and customers, increase sales, and promote their products and services.

In recent times, with the rise of e-commerce and online shopping, the gifting process has become more streamlined and easy to manage, with the help of corporate gifting platforms, and the possibility of sending digital and experiential gifts.

How to Run a Successful Corporate Gifting Campaign

In this guide, we will outline the six keys to successful business gifting:

1) Define Clear Objectives for Your Gifting Campaign

2) Set the Right Budget

3) Select the Right Gifting Partner

4) Send Your Gifts at the Right Time

5) Select the Right Gifts

6) Avoiding Corporate Gifting Pitfalls

Key #1: Define Clear Objectives for Your Corporate Gifting Campaign

Corporate gifting can be used to achieve a variety of objectives, including:

1) Building and maintaining relationships with clients, customers, and partners: Gifting can help companies to build stronger relationships with their clients and customers by showing appreciation and gratitude.

2) Showing appreciation and gratitude to employees and team members: Gifts can be used to show appreciation for the hard work and dedication of employees, and to build a positive company culture.

3) Enhancing a company's brand and reputation: Gifting can help to increase brand awareness and build a positive reputation for a company.

4) Creating a sense of community and camaraderie among employees: Gifting can help to foster a sense of community and teamwork among employees.

5) Building loyalty and trust with customers and clients: Gifting can help to build trust and loyalty with customers and clients by showing that a company is committed to its relationships.

6) Helping to generate new business and increase sales: Gifting can help to generate new business and increase sales by building stronger relationships with clients and customers.

7) Providing an opportunity to promote a company's products or services: Gifting can be used as a marketing tool to promote a company's products or services.

8) Building morale and motivation among employees: Gifting can help to boost morale and motivation among employees by showing that they are valued and appreciated.

9) Building brand recognition and recall: Gifting can help in creating brand recognition and recall by providing a tangible item that is associated with the brand.

10) Recognizing achievements, anniversaries and milestones: Gifting can be used to recognize and celebrate achievements, anniversaries, and milestones, such as a client's anniversary of working with your company.


Corporate gifting campaigns can be a big expense for a company, so when starting a new campaign you should have a clear objective of what you hope to accomplish and how you will track the performance of your campaign.

Involve key stakeholders from your organization when determining your objective. Sending a gift may be only part of a bigger outreach campaign. For example, having a sales rep or account manager reach out to a client a week or two after a gift has been delivered to see if there is anything thing that they can help with can be a great way to increase loyalty and generate additional business.

Key #2: Set the Right Budget

Sending gifts to clients, employees and partners can be a
big expense, especially for large organizations. The amount you should spend on corporate gifts will depend on a variety of factors, including your budget, the relationship you have with the recipient, and the purpose of the gift.

 1) Budget: The amount you spend on a gift should be in line with your overall budget for corporate gifting. It is important to consider the cost of the gifts in relation to your overall budget and financial goals.

2) Relationship with the recipient: The amount you spend on a gift should be appropriate for the relationship you have with the recipient. If you have a close relationship with the recipient, you may want to spend more on a gift, while a more casual relationship may warrant a less expensive gift.

3) Purpose of the gift: The purpose of the gift should also be taken into account when determining the appropriate amount to spend. For example, a gift that is intended to build or maintain a business relationship may warrant a higher budget than a gift that is intended to show appreciation to an employee.

4) Compliance with the laws and regulations of the country: You should also consider the laws and regulations of the country of the recipient when determining the appropriate amount to spend on a gift.

5) Consistency with company's values: The gift should be consistent with the company's values and policies, and should not be seen as promoting unhealthy habits or promoting something that is not in line with the company's culture. 

It's important to remember that the cost of a gift is not as
important as the thought and effort. 

Key #3: Choose the Right Gifting Partner

Choosing the right corporate gifting partner can be a critical decision for your business, as it can have a significant impact on the success of your gifting program. Here are a few things to consider when choosing a corporate gifting company: 

 1) Experience and reputation: Look for a partner with a proven track record of success in corporate gifting. This can include experience in your industry, as well as a good reputation for providing high-quality gifts and excellent customer service.

2) Product offerings: Make sure that the partner has a wide variety of gift options available to choose from. This will allow you to select a gift that is appropriate for the occasion, the recipient, and your budget.

3) Customization options: Look for a partner who can customize the gifts to your company's branding and messaging.

4) Delivery and logistics: Choose a gifting partner who can handle the delivery and logistics of the gifts, including international shipping, if necessary. This will ensure that the gifts are delivered on time and in perfect condition.

5) Compliance and regulations: Ensure that the gifting partner is aware of and compliant with the laws and regulations of the country of the recipient.

6) Reporting and tracking: Look for a partner who can provide you with detailed reports and tracking of your gifting program, including the status of each gift and the recipient's feedback.

7) Customer service: Make sure that the partner offers excellent customer service and is responsive to your needs and concerns.

8) Scalability: Choose a partner who can grow with you and can handle large-volume gifting needs.

9) Budget: Look for a partner that can fit your budget, and provide you with the best value for your money.  

By considering these factors, you can choose a corporate gifting partner that will help you to achieve your gifting goals and help to build stronger relationships with your clients and customers.

Key #4: Send Your Gifts at the Right Time

The best time to send corporate gifts depends on the purpose of the gift and the relationship you have with the recipient. Here are a few general guidelines to consider:

1) Holidays: Holidays, such as Christmas, Hanukkah, Thanksgiving, and New Year, are popular times to send corporate gifts. These gifts can serve as a way to show appreciation and gratitude to clients and employees. To help your gifts not get lost with all of the other holiday gifts, consider sending your gifts before or after the busiest time of the holiday season. For example, a gift sent at Thanksgiving or in early January will not have to compete with all the other holiday gifts that your client, employees and partners might receive.

2) Special occasions: Special occasions such as birthdays, anniversaries, and retirements can also be good times to send gifts. These gifts can be used to celebrate and acknowledge an individual's achievements or milestones.

3) Business-related events: Corporate gifts can be sent in conjunction with business-related events such as product launches, trade shows, and conferences. These gifts can serve as a way to promote your company and its products or services.

4) Seasonal events: Depending on the type of business you are in, you might consider sending gifts related to the seasonal events (e.g. summer, winter, etc.).

5) Business milestones: You can celebrate your company's milestones such as a new office opening, a new product launch, or reaching a certain sales goal by sending gifts to your employees, clients, and partners.

6) Unplanned events: Some unplanned events might also be a good opportunity to send gifts, such as a client's success in a big project, or a new contract that was signed.


To maximize the impact of your campaign, send gifts when they are not expected and when your gifts will make the biggest impact.

Charcuterie Gift

Key #5: Select the Right Gifts

Selecting the right corporate gift can be challenging, as it depends on a variety of factors, including the recipient, the occasion, and the purpose of the gift. Here are a few things to consider when selecting the right corporate gift:

1) The recipient: Consider the recipient's interests, hobbies, and preferences when selecting a gift. This will show that you have put thought into the gift and that it is tailored to their individual tastes.

2) The occasion: The occasion will also play a role in selecting the right gift. For example, a celebratory gift for a new contract or a milestone achievement would be different than a gift to show appreciation or to build a relationship.

3) The purpose of the gift: Consider the purpose of the gift, such as building or maintaining a business relationship, showing appreciation, or promoting a product or service. The gift should be appropriate for the purpose and should align with your company's values and message.

4) Branding: Consider how the gift can align with your company's branding and messaging. Customized gifts with your company's logo can help to increase brand awareness and recognition. However, be careful with too much branding. Your branding should be subtle. For example consider branding the gift box and card and not all the items in the gift, especially for clients and partners.

5) Quality: The gift should be of high-quality, and should be something that the recipient will appreciate and find useful. The quality of the gift may be different based on the recipient. For example, gifts for c-suite recipients should be of higher quality.

6) Cost: The cost of the gift should be appropriate for your budget and the relationship you have with the recipient.

7) Compliance: The gift should be compliant with the laws and regulations of the country of the recipient.

8) Eco-friendly: Consider gifting eco-friendly options, if your company values sustainability.

By considering these factors, you can select a corporate gift that will be well-received by the recipient and help to achieve your gifting goals. A good gifting partner will be able to help you find the right gift based on your objective, budget and recipients.

Key #6: Avoid Corporate Gifting Pitfalls

Corporate gifting can be a powerful tool for building and maintaining relationships with clients, employees, and partners, but it can also come with potential pitfalls if not done correctly. Here are a few common pitfalls to be aware of when planning a corporate gifting program:


1) Insensitivity: Gifting something that is not appropriate for the recipient or the occasion can be seen as insensitivity, and can damage the relationship.

2) Insufficient budget: Not allocating enough budget for gifts can be seen as a lack of appreciation or thoughtfulness.

3) Lack of personalization: Giving a generic or impersonal gift can be seen as a lack of effort and can fail to make a lasting impression.

4) Not complying with the laws and regulations of the country: Not complying with the laws and regulations of the country of the recipient can lead to legal issues and damage the reputation of the company. Your corporate gifting partner should be able to guide you through all of these issues.

5) Not following the company's values: Gifting something that is not in line with the company's values can create a negative perception of the company.

6) Not considering the environmental impact: Not considering the environmental impact of the gift and the packaging can be seen as insensitivity towards the environment.

7) Not keeping records: Not keeping records of the gifts, recipients, and costs can make it difficult to track the effectiveness of your gifting program.


By being aware of these potential pitfalls and taking steps to avoid them, you can ensure that your corporate gifting program is effective and well-received.

Summary

Following the six steps to successful corporate gifting is the key to every successful corporate gifting campaign and will help you maximize your gifting ROI.

1) Define Clear Objectives for Your Corporate Gifting Campaign
2) Set the Right Budget
3) Select the Right Gifting Partner
4) Send Your Gifts at the Right Time
5) Select the Right Gifts
6) Avoiding Corporate Gifting Pitfalls

When done properly, sending gifts to clients, employees and partners
can be a valuable tool to help increase loyalty, build morale, drive sales,
build brand awareness, increase product awareness, and more.