Most businesses agree that gifting is a powerful way to say, "thank you," build goodwill, and nurture relationships.

In fact, our recent research shows:

• 82% use gifting to express appreciation.

• 81% to build relationships.

• 74% to show care.

• 68% to celebrate success.

But surprisingly, only 25% feel their gifting program is uniquely different from their competitors.

That means most companies are doing the same thing. Often at the same time of year, with the same types of items, and without much personalization.

In short? Gifting has become a box to check instead of a relationship strategy.

Why Most Gifting Falls Flat

If everyone is sending a holiday basket or branded mug, the recipient likely won’t remember which company it came from. Or why it even mattered.

This creates a big disconnect. Companies intend to show appreciation, but the impact gets lost in the noise.

Research tells us that on any given day, each of us are presented with thousands of brands that we no longer even realize we crossed paths with. Our lives are crowded and noisy, and quite frankly a bit overwhelming at times.  What gets remembered is the gesture that feels personal, thoughtful, and makes the recipient feel understood. That’s what creates emotional loyalty. And loyalty leads to retention, referrals, and brand love.

Standing Out Starts with the Why

At The Expressory, we believe gifting should be more than transactional. It should transform connections into lasting relationships. And existing relationships into deeply rooted brand ambassadors. 

The difference lies in strategy. Instead of choosing gifts based on convenience or budget cycles, what if you based your outreach on what you know about your people?

That’s where the magic happens.

The Expressory's Six Strategic Storylines™

We’ve learned that the most impactful gifts aren’t just thoughtful, they’re relevant. They have some sort of story that makes them last. And they elicit an emotional response, even if it’s just internally experienced. That’s why we created The Expressory’s Six Strategic Storylines™, a simple framework to guide how you design every gifting experience.

Each storyline represents a unique way to tie your gesture to something meaningful in your recipient’s life or business journey. When used intentionally, they shift your gifting from “nice” to unforgettable. 

Think of them as creative prompts to help you answer the question, “What do I want this person to feel and remember?” Whether you’re acknowledging a transition, celebrating a shared experience, or sending something sourced just for them, these storylines ensure that every touchpoint feels personal, timely, and emotionally resonant.

They’re the difference between a gift that checks a box and one that earns a spot in someone’s memory (and sometimes, even on their desk) for years to come.

1. Transition

Acknowledge life or business changes. A new role. A major shift. Even a tough quarter. A major change in life. It says, “I see you.”

2. Relationship Related

Tap into a shared history or company culture. Celebrate being part of the same community.

3. Shared Experience

Reference a project, event, or challenge you’ve been through together. “We made it through” and “Wasn’t that special” moments go a long way. Consider positive shared experiences like appearing on a podcast together. 

4. Goal Acknowledgement

Celebrate wins or encourage them on the journey to achieve something. When people feel supported, they engage more deeply.

5. DIY

Curated, custom, or handcrafted items show effort and care. And effort is memorable.

6. Gift Acquisition

Tell the story behind the gift. When people hear why you chose something, they remember you.

Why Story-Based Gifting Works

It’s not about the size or cost of the gift. It’s about the meaning behind it.

People remember gifts that made them feel seen, supported, and celebrated. And they’re far more likely to share those stories, post about them, and stay connected with you.

We see it all the time. Clients say, “People keep asking for that sweatshirt a year later,” or “They knew it was from us before they read the card.”

That’s how you know your gifting is doing its job.

Build Gifting into Your Relationship Strategy

The best gifting programs aren’t one-offs. They’re embedded into how a company shows care year-round.

Remember, a gift doesn’t have to mean a present that you’ve wrapped with ribbons.  A gift is simply anything that you give with no expectation of return.  Something helpful or something supportive.  This could even be your time.  

And you certainly don’t have to send gifts every month. But you do need to show up in moments that matter, personally and intentionally.

If this is something you’re looking to improve, we always recommend starting with your relationship list. Research what’s going on in their world. Then match that insight (theme) to one of the six storylines.

Create an experience that proves you’re paying attention.

You don’t have to be in the 75% who feel their gifting blends in.

With the right strategy, a simple gesture becomes a powerful relationship and that’s what creates loyalty, referrals, and growth.

5 Questions to Reflect on Right Now

1. Does my gifting program feel different or just done?
   If it looks like everyone else’s, that’s your sign to evolve it.

2. Have I researched what’s going on in my clients’ lives or work?
   Knowing what matters makes the gifting meaningful.

3. Am I using a storyline to guide each touchpoint?
   Matching the moment to a message is what creates emotion.

4. Do I gift only during predictable times?
   Surprise and personalization create far more impact than tradition alone.

5. What’s the story behind my next gift?
   If you can’t answer that, it might be time to choose one of The Expressory’s Six Strategic Storylines™.