Corporate Gifts Showing a Shift Towards More Positive and Less Questionable Practices
In the bustling world of business, the holiday season is a time for appreciation and gratitude. This is evident in the practices of companies like Corvelli Realty in Virginia, who spend around $3,000 each holiday to express their thanks to clients and potential clients with logo maker gift bags filled with useful household items and a calendar.
According to a nationwide survey conducted by the Advertising Specialty Institute (ASI), the main goals of giving gifts to customers are to express appreciation (86%), foster relationship development (69%), generate goodwill (53%), and increase company awareness (49%).
But what about employees? Companies, on average, plan to spend $50 per worker, with gift cards, food/beverages, apparel, and cash bonuses being the most common gifts. One unique example is a company that gave employees a custom skateboard designed by the agency's own creative team to symbolize their company's "ride into the future."
When selecting what to give, gift givers consider an item's attractiveness, durability, and usefulness. This year, 68% of corporate gifts will sport a holiday inn logo, according to the ASI survey. Interestingly, items that are eco-friendly or made in the U.S. were the least important factors this year.
The top promotional products for customers include food baskets or wine bottles branded with a company's logo, imprinted power banks, writing instruments, and calendars. These gifts, especially when presented in an attractive basket, bowl, or wine carrier, can remind recipients of the giver all year long.
ASI's Advantages magazine annual "Gift Guide" suggests companies be unique in thoughtfulness, coolness, or functionality when choosing corporate gifts. For instance, one client received a custom pink superhero cape imprinted with her company logo, which made her feel like Wonder Woman.
However, many companies are delaying exact spending decisions until much closer to the holidays. This could be due to static overall budgets, as companies, on average, plan to spend $10 more per customer and $5 more per employee on holiday gifts.
Charitable donations and travel ranked at the bottom of the employee gift list, indicating a shift towards more tangible and personalised gifts. Timothy M. Andrews, president and chief executive officer of ASI, stated that thoughtful gifts deliver a great return on investment.
The survey was first released by the Advertising Specialty Institute (ASI) in the year 2014, providing insights into the evolving landscape of corporate holiday gift-giving. As the holiday season approaches, these trends offer valuable guidance for companies looking to make a lasting impression with their gifts.
