If you’re starting to prep your holiday gifting list, hit pause. Before you click “order” on another round of branded popcorn tins or corporate wine boxes, let’s talk about what people actually want from a business gift, and what your past efforts might be silently telling them.

At The Expressory, we don’t just design holiday campaigns; we study them. We’ve tracked years of gifting trends and combined that insight with new national data from our 2025 Strategic Engagement Index to answer the question: What kind of gift actually builds a relationship?

Here’s what we found and what you should do about it this holiday season.

The Truth About What People Want in Gifts

When asked, business professionals preferred gifts that felt personal, surprising and meaningful. Specifically:

• Personalization > Standardization

• Surprise > Scheduled

• High value to the recipient > Low cost to the company

• Non-perishable > Perishable

• Enjoyable > Useful

• Casual > Formal

• “Just because” > Holiday-only

But let’s be real for a moment. While the survey data leaned toward non-perishable gifts, our years of tracking what was actually sent for the holidays tell a different story:

• 46% of all gifts sent were consumables—snacks, gourmet treats or comfort foods.

• 29% were designed to be shared, often enjoyed with families or work teams.

• And only 2% had company branding (which, for the record, we see as a win).

So what’s going on here?

Where Strategy Meets Psychology

Here’s how we reconcile that difference: It’s not the perishability that matters. It’s the story.

A treat becomes forgettable when it’s generic. But when that consumable is paired with a heartfelt note, a personal tie-in or even a nostalgic callback, it transforms from “snack” to “moment.”

Think about it: a sugar cookie kit that reminds someone of baking with their grandma hits a different emotional chord than a bag of corporate-labeled popcorn.

So, should you abandon food this year? Not necessarily.

But only send consumables as meaningful business gifts if they’re thoughtful, story-driven and tied to a relationship.

Otherwise, go the non-perishable route and pick something that feels made for them.

How to Build Better Holiday Gifting This Year

This is the year to break the habit of mass gifting and start creating real emotional loyalty and impact. Here’s how:

Surprise Early (or Late!)

Consider not getting lost in the December shuffle. A well-timed and unique corporate gift in October or even January can have more emotional weight than one mixed in the holiday rush. Some of our most creative campaigns have often happened during non-traditional windows like World Smile Day or Valentine’s Week.

Make It Personal

Skip the logo gear. Instead, choose items that reflect something specific about the recipient. That could be a shared experience, a known hobby or a recent win. One of our clients spent time reviewing basic information they knew about each recipient on the list. Each person received a gift that was relevant to what the sender knew about that person’s life. For instance, one person received a family game and snacks because they had young children. Another person received a pizza & movie night gift set because they were empty-nesters. Each unique corporate gift had a lot more thought put into it, and the messages reflected that.

Lean on the Storylines

In our work, we use The Expressory’s Six Strategic Storylines™ to craft meaningful messages that accompany the gift to add more of an emotional lift. Here are three you can use this season:

• Goal Acknowledgement: Celebrate a major milestone they hit this year.

• Relationship-Related: Share a family tradition or company ritual that invites them “into your story.”

• Shared Experience: Reference a moment you’ve experienced together this year.

Go for Joy, Not Just Usefulness

We know that a desk organizer or branded tech gadget might seem like a “smart” choice. But here’s the thing to remember: respondents prefer joy over practicality. That’s how you’re going to build loyalty in your relationships.

What people remember are the corporate gifts that made them smile, laugh or feel seen.

• Like the team that unboxed hot cocoa bombs with curated mugs, complete with a note that said, “You’ve made this a sweet year. Let’s toast to the next one.”

• Or the clients who received a chocolate heart for Valentine’s Day. It was filled with additional candy and included a mallet to break it open. The message said, “We love working with you.”

• Or the mailing list that received a Dammit Doll the year after the pandemic hit us. Talk about a time when you wanted to slam around a doll!

Those are the gifts that linger. That gets talked about. That says, “We really thought about you.”

So if you’re choosing between “professional” and “playful,” we say: don’t be afraid of a little delight. Humor, nostalgia and comfort beat utility almost every time because they create an emotional imprint.

Make the Message Count

Even the most thoughtful item can fall flat if the note is bland. “Happy Holidays from the Team” doesn’t cut it anymore. Take the time to write something that reflects your relationship with the recipient. A little inside joke or a heartfelt acknowledgment goes a long way toward building trust and emotional loyalty.

Real-World Inspiration

One of our clients wanted to thank their large, nationally located team. They opted for the “off-season” holiday of Fourth of July. The gift included joy-inspired items like American flag sunglasses and a s’mores kit, but also useful items, like a portable bonfire and beach towel. The message leveraged the Goal Acknowledgement storyline to celebrate what had been accomplished that year and to inspire for the next. The result was the creation of a motivated workforce and a sense of community that lasted long after the fireworks.

Reflect & Rebuild: 5 Questions to Ask Yourself

Before you finalize your holiday order this year, take a moment to reflect. Ask yourself:

1. Are we sending something that feels personal, or just practical?

2. Does our gift tie into something meaningful we know about the recipient?

3. Are we following the crowd with timing, or intentionally standing out?

4. Is our message making them feel seen, or just … informed?

5. Would you be excited to receive what you’re about to send?

At the end of the day, meaningful business gifting isn’t about the item. It’s about the relationship. Your clients, team and partners want to feel like they matter. And that means showing care, not just checking boxes.

So this holiday season, be the brand that surprises. That delights. That listens and remembers.

And if you need help pulling it all together, we’re just a call (or a handwritten card) away.

Frequently Asked Questions

What are the top 4 holiday gift categories?

When it comes to business gift ideas, four types of gifts tend to hit the sweet spot:

• Personalized keepsakes – items made or engraved just for the recipient.

• Food & drink – gourmet treats or specialty beverages, especially when paired with a story.

• Wellness & self-care – cozy blankets, candles or anything that brings a little indulgence.

• Experiences – tickets, classes or subscriptions that create lasting memories.

Be very careful to pick items that are thoughtful, not generic. Having a story behind the item or choosing an item you know they love is way more important than fitting into a category.

What are good corporate gifts for clients?

Meaningful business gifts show you pay attention. High-quality notebooks, curated gift boxes, a custom pen or a little handwritten note can go a long way. It’s about combining usefulness with delight. It’s something they’ll actually enjoy while knowing you picked it with them in mind. Skip the cookie-cutter swag and go for a personalized client gift that sparks a smile or a memory.

What is a unique gift for a CEO?

For a CEO, the magic is in creativity plus personalization. Think custom leather journals, a premium desk accessory, a rare book or a curated subscription tailored to their interests or something important in their world. Add a handwritten note that acknowledges their achievements or shared experiences, and suddenly a simple gift becomes unforgettable.