How Empathy & Personalization Shaped the 2023 Holiday Season

When it comes to holiday gifting, every year tells a story. At The Expressory, the story of the 2023 holiday season was one of self-care, personalization, and deeper human connection. As businesses sought to show appreciation, the gifts they chose to send spoke volumes—not just about their brand, but about their understanding of what their clients and employees needed most during a time when empathy and care were in short supply.  

As a company, we strive to help our clients show their important connections that they are valued and cared for as humans. They’re not just another record in someone’s CRM system. With the data from last year’s holiday appreciation projects, it’s clear that our clients are taking the personalization strategies to heart and are building relationships that create long-term thriving businesses.

A Year for Self-Care

In reviewing the data for annual holiday sales, we noticed a shift, from year’s past, in what our clients were sending. The most interesting being last year’s top seller – a cozy lap blanket. But it wasn’t just any blanket. The top selected gift blanket featured a hand-warming pocket with thoughtful messages embroidered across the top—Message reminders like “Cozy and Warm” or “Note to Self: Relax.” 

The blanket became more than a gift. It was a statement piece. The message being delivered was that the recipient deserved comfort and care, a little moment to themselves in a world that often feels overwhelming. An acknowledgement that the giver “sees” the recipient. In fact, 30% of our holiday projects in 2023 included this product. The year prior, the holiday top seller was only featured in 23% of projects we worked on.

In fact, the trend was unmistakable. Two of our top three selling items were rooted in self-care and were almost tied for the top spot. Alongside the blanket, the other popular product was a “Be Happy” card deck—filled with activities promoting happiness and mindfulness. 

Now, of course, our premium chocolates, always a fan favorite, were close behind. But the rise of self-care items highlights an important shift: it’s becoming very apparent just how much people want to feel seen, understood, and valued in a deeper, more personal way. And the givers of last season validated that need/interest.   

What the Trends Tell Us About Business Relationships

This trend tells us something essential about how businesses are choosing to engage with their clients and employees. Self-care has emerged as more than just a buzzword; it’s a reflection of the empathy businesses are starting to intentionally show both their customers and their internal teams. The blanket, for instance, wasn’t just a top seller because it was warm and cozy. It became a tool for connection. “I see you. I recognize the hard year you’ve had, and I want to help you take a moment for yourself.”

This level of personalization is crucial to building and strengthening relationships in a world where people are feeling more socially disconnected than ever. It’s no longer enough to send a generic token of appreciation. Clients, employees, and partners are looking for acknowledgements of their needs. They want to know that they are being recognized as individuals, not just as business connections. And when a gift says, “You deserve a break,” it communicates that the sender truly understands and values where the recipient is in their life.

But it wasn’t just individual recognition that grew in importance. Thirty percent of the gifts we shipped this holiday season were meant to be shared with the recipient’s team, family, or friends—double the percentage from the year prior. This shift shows that businesses are thinking about how to connect on a broader level, not just with the individual but with their support system as well. The impact of that is tremendous. It’s about spreading positivity and appreciation throughout communities, multiplying the goodwill that businesses are trying to foster.

Gifting Beyond the Holidays

Another key trend we noticed in 2023 was a shift in the timing of appreciation gifting. While traditional holiday gifts are often sent around Thanksgiving and Christmas, we saw an increasing number of businesses looking for opportunities to show appreciation throughout the year. In fact, 30% of our appreciation gifting in 2023 happened outside the traditional holiday window. Whether it was a Halloween surprise, a New Year’s greeting, or simply a seasonal appreciation mailing, businesses increasingly understood the impact of gifting at unexpected times.

This non-traditional approach has become one of the most effective ways to build long-lasting relationships. Why? Because when you show appreciation outside of the expected moments, it leaves a stronger impression. We’ve all come to expect gifts during the holiday season, but when a thoughtful package arrives at a time when it’s least expected, it catches the recipient off guard in the best possible way. That element of surprise, combined with the thoughtful nature of the gift, makes a lasting impact—and surprise is definitely an important component of creating an emotional connection.

Other Trends That Shaped 2023 Holiday Giving

In addition to the rise in self-care gifts, we also saw a continued reliance on consumables as a key part of holiday gifting. In 2023, consumables made up 55% of the holiday projects we shipped, up from 50% the previous year. Premium chocolates, gourmet snacks, and other edible delights remain a go-to choice for many businesses, and for good reason. Consumables offer a unique kind of joy—they’re immediate, shareable, and indulgent. Sending a box of premium chocolates allows recipients to enjoy a moment of pleasure, either by themselves or with others, which adds a layer of warmth to the gift-giving experience.

This year, we also saw the return of branded products—a trend that hadn’t made an appearance in our holiday gifting for three years. For the first time since 2020, one of our holiday projects included a branded item. But what’s important to note here is that even branded products need to feel thoughtful and intentional. In today’s world, slapping a logo on an item is no longer enough. The gift still needs to carry a message of care and personalization. It’s about making sure the branded item is useful, meaningful, and something the recipient will appreciate beyond its functional purpose.

Another noteworthy statistic from 2023: 20% of the experiences we shipped during the holiday season were directly tied to the work the gift giver does. This shows that many businesses are looking for ways to create deeper connections through gifts that align with their brand or service offerings. By tying the gift experience to their professional identity, businesses can reinforce their relationship with recipients in a way that feels genuine and relevant.

Why Holiday Trends Matter

As you may have noticed, the trends we’re seeing aren’t about the gifts themselves, but more about the messages behind the gifts. When we look at the surge in self-care products and the growing emphasis on personalization, it’s clear that businesses are moving away from the one-size-fits-all approach to gifting. They understand that their clients, employees, and partners want to feel truly seen and valued.

The top-selling blanket, for instance, didn’t become a favorite because of its utility alone. It became popular because of the message it conveyed. The personalized sayings on each blanket weren’t just words—they were a reflection of the care and attention that went into selecting that gift. It was about more than warmth; it was about validation.

This level of intentionality is what sets businesses apart in today’s crowded marketplace. Clients and employees don’t want to feel like another number on a company’s list. They want to feel understood, valued, and cared for (the core of forming relationships according to social psychology). And when businesses take the time to choose gifts that resonate on a personal level, it strengthens the bonds that keep relationships thriving.

As we look ahead to the 2024 holiday season, it’s clear that thoughtful, personalized gifting is going to continue to play a crucial role in relationship-building. Whether it’s through self-care products, consumables, or unique items selected for the individual, the key is to choose gifts that reflect genuine care and understanding.

If you’re having trouble deciding the best way to reflect your own care and acknowledgement this holiday season, we’re always here to help. Join one of our upcoming Q&A sessions, or schedule time to talk one-on-one. 

You can also download a copy of the full case study presented in this blog by clicking here.