Rich Pusateri
Content Marketing Manager
Businesses everywhere have been going through some major changes lately. In the last few years, we've seen big shifts in how we work after the pandemic, ups and downs in hiring, company reorganizations, tighter budgets, and supply chain problems. At the same time, customers want different things from us, while we're all trying to keep up with digital tools, figure out AI, focus more on sustainability, and adapt to employees who want flexibility and remote work options.
These changes are taking a toll on how connected people feel at work. The numbers show it too – worldwide employee engagement dropped from 23% to 21% in 2024, only the second time that's happened in twelve years. This disconnection is expensive – the global economy lost about $438 billion in productivity last year because of it.
The workplace reality is concerning: half of employees in the US and Canada are looking around for new jobs, 52% say they're "not engaged" at work, and 17% describe themselves as "actively disengaged." But there's a bright side – research shows that workplaces with fully engaged employees could add roughly $9.6 trillion to the global economy, about a 9% boost in global GDP.
At a time when people feel disconnected and everything keeps changing, thoughtful corporate gifting can be a powerful way to rebuild meaningful business relationships. As we'll see from recent business gifting trends, strategic gifting creates real points of connection in our increasingly virtual business world, strengthening bonds with clients, potential customers, and employees when these connections matter most.
Corporate Gifting Market Size and Growth: A Booming Industry
The world of corporate gifting is growing fast, showing just how important thoughtful gifts have become in business relationships. This isn't just about money—it shows companies are realizing that actual physical gifts create stronger connections than emails or texts alone.
- Business gifting reached nearly $765.46 billion in 2023, having grown at 4.64% yearly since 2018.
Even when the economy gets shaky, businesses still prioritize building relationships through a corporate gifting strategy. Multiple corporate gifting statistics all show the same thing: it isn't just a passing trend, it's becoming a standard business practice, and companies that don't embrace thoughtful gifting might find themselves falling behind:
- The market is expected to hit $919.94 billion by 2025
- By 2028, experts predict 7.76% yearly growth to reach $1.11 trillion by 2028, then ballooning to $1.65 trillion by 2033 (growing 8.28% yearly).
Where Corporate Gifting Is Making the Biggest Impact: Regional Leaders and Growth Hotspots
Looking at how different regions of the world embrace gifting, we see some interesting patterns in the corporate gifting statistics:
- North America currently leads the way, making up 36.8% of the global market in 2023 ($281.92 billion).
While North American businesses have long made gift-giving a standard part of their relationship-building strategy, other parts of the world are quickly catching up with business gifting trends:
- The fastest growth is happening in Asia-Pacific (9.05% yearly).
This rapid rise in Asia-Pacific shows that more businesses there are starting to appreciate the value of formal gift-giving, creating great opportunities for companies to stand out by using a thoughtful corporate gifting strategy in markets where this practice is still developing.
What's Working in Corporate Gifting: Market Trends
Corporate gifting trends include many different products and approaches, and we're seeing clear patterns showing what people actually appreciate:
- The corporate gifting market is segmented by type into practical branded swag gifts, food, personalized clothing, digital gift cards, experiences, and more.
Gone are the days when a corporate gifting strategy meant just a fruit basket or a branded pen. Today, companies have countless options to choose gifts that reflect their brand personality and what their recipients would truly value.
- Useful branded swag items lead the market, making up 31.2% ($239.05 billion) of all corporate gifts in 2023.
These corporate gifting statistics tell us something important: people love gifts they can actually use in daily life. When planning your gifting strategy, focus on useful items that your recipients will keep around, creating a daily reminder of your relationship every time they use it.
- Digital eGift cards are growing fastest, with a projected 9.41% yearly growth from 2023-2028.
This shift toward digital options shows that many people appreciate having choices. While traditional gifts still matter, smart companies are adding digital options that let recipients pick something they really want, while finding creative ways to keep that personal touch.
Who's Investing in Corporate Gifting? Market Segmentation by Business Size
When we look at the companies sending gifts, we see some interesting business gifting trends:
Large companies currently spend the most on gifts—63.6% ($487.1 billion) of the market in 2023—but smaller businesses are catching up fast, growing at 8.24% yearly from 2023-2028.
While big enterprises lead in spending today, the faster growth among small and medium businesses shows they're discovering the competitive edge that thoughtful gifting provides. Thanks to platforms like Postal, sophisticated gifting programs aren't just for big companies anymore businesses of all sizes can now create impressive gifting experiences.
Corporate Gifting ROI and Impact: The Real Business Impact of Corporate Gifting
Beyond just growing market numbers, what makes corporate gifting truly valuable is how it measurably improves business relationships and results:
Companies that invest in recognition programs see 31% lower voluntary turnover compared to those that don't.
This striking difference shows just how powerful employee gifting trends can be for keeping talented workers happy. In today's competitive recruiting market, reducing turnover by nearly a third translates to major savings on hiring and training costs. It also reveals something important: physical tokens of appreciation create a kind of loyalty that a simple "thanks" in an email just can't match.
- Nearly 50% of professionals who are given presents by vendors in the holiday are inspired to carry on doing business with them.
- Around one in two corporate clients agree that being given gifts is at least somewhat important.
These numbers tell us something fascinating about business relationships: even in our data-driven business world, emotional connections really matter. When someone receives a thoughtful gift, it creates positive feelings that actually influence their business decisions in measurable ways.
Most people do value receiving gifts in a business context, contrary to any belief that corporate gifting is outdated or ineffective. The real challenge for companies is to move beyond "somewhat important" gifts to create truly memorable gifting experiences that make a lasting impression.
Gifting Preferences and Trends: What Recipients Really Want
Understanding what people actually want is crucial for ensuring your corporate gifts effectively make an impact. Take note, for example:
- 76% of employees opt for gifts they can enjoy with their family or team.
This strong preference for shareable gifts shows a simple truth: happiness grows when we share it. Gifts that let people connect with others—whether it's a gourmet food basket the whole family can enjoy or an experience that brings the team together—create impact far beyond the initial recipient. So, smart companies are choosing items specifically designed to be shared and enjoyed together.
Here's another tip:
- At least 68% of employees would rather pick their own gift instead of having their boss choose for them.
This tells us how much people value having options. The best corporate gifting ROI comes from striking a balance—show thoughtfulness through a curated selection, while still giving recipients the freedom to pick something they'll truly enjoy.
What about client gifting insights? Let's take a look:
- Top client gift preferences include: Wine or spirits (17%), Coffee (11%), Gift cards (10%), Fun activities like game tickets or bowling (10%), and Donations to charity on their behalf (10%).
These favorites reveal that consumables and experiences rank highest. The popularity of charitable donations also shows that many people appreciate gifts that align with their values.
When you choose a gift that reflects shared principles, you create a deeper connection than you would with a generic item:
- Around half of vendors send identical items to every client, missing chances to personalize their gifts.
This represents a huge missed opportunity. While sending the same gift to everyone might be easier, it doesn't create the memorable, personalized experience that makes your company stand out. Businesses that use client gifting insights drawn from customer data to customize their gifts gain a significant advantage in building stronger relationships.
Spending and Value Perceptions: Mind the Gap
When it comes to budgets, there's an interesting difference between what businesses invest in gifts and what recipients actually expect:
- U.S. companies spent over $150 billion on client gifting in 2022.
This huge investment shows that businesses clearly see value in gifting as a way to build relationships. But there's a disconnect:
- Recipients expect vendors to spend around $100 on each corporate gift, while companies actually spend a median of just $30 per gift.
This gap creates a risky situation where many corporate gifts might disappoint rather than delight. To address this mismatch, companies need to either increase their gifting budgets or find creative ways to make gifts feel more valuable than they actually cost. Smart presentation, thoughtful personalization, and careful selection can help make even moderately priced gifts feel special and meaningful.
Postal Platform Insights: Data-Driven Gifting
Thanks to real-world data from Postal, we can get some valuable insights into what delivers the maximum corporate gifting ROI. So what are businesses sending?
- Gift cards lead the way (119,517 orders), followed by branded swag (64,563 orders) and food gifts (11,034 orders).
This shows people love the flexibility of gift cards, while branded merchandise remains consistently popular. Food gifts, though sent less often, can typically create more memorable impressions because they engage multiple senses.
- The most popular gift cards are Amazon, Starbucks, Visa, DoorDash, and Mastercard.
People clearly value versatility and everyday usefulness. The popularity of food delivery services like DoorDash reflects our busy modern lives where convenience matters.
- Companies spend about $49.76 on average per gift card, but only $23.95 on average for physical items (not including tax and shipping).
Businesses typically invest more in gift cards than physical items, likely because recipients appreciate the freedom to choose something they really want. However, carefully selected physical gifts can sometimes feel more personal and thoughtful.
- Electronics have the highest average spend at $147.28 per item, while pet-related gifts have the lowest at $14.82.
These corporate gifting trends show how spending varies widely across gift categories. Companies reserve electronics for their most important relationships, while pet gifts serve as thoughtful but affordable touchpoints.
What Gets People's Attention
Postal's platform data shows impressive engagement rates that can help shape your gifting strategy:
- Gift emails have an amazing 83.90% open rate, with 65.70% of recipients clicking through, and 84.00% accepting gifts on landing pages.
These numbers are far higher than typical marketing emails, showing that gift-related messages really stand out in crowded inboxes. Gift communications create valuable opportunities to connect with recipients.
Gift acceptance increases with price:
- Gifts under $25 have an 81.10% acceptance rate, gifts between $30-$75 have an 85.50% acceptance rate, and gifts over $75 have a 90.10% acceptance rate.
While higher-value gifts do generate more engagement, it's good to know that even affordable gifts achieve impressive acceptance rates. This highlights that thoughtful selection can partly make up for lower spending.
7 Ways to Make Your Corporate Gifting More Effective
Using both Postal's professional gifting experience and hard data, here are some insights into practical ways to improve your business gifting strategy:
- Quality Matters More Than Quantity
Recipients expect gifts worth around $100, but most companies spend only $30. Instead of sending many low-value items, consider focusing your budget on fewer, more meaningful gifts. The impression you make with a thoughtful, quality gift will last much longer. - Make Your Mark Through Personalization
Almost half of companies send identical gifts to everyone—creating a perfect opportunity for you to stand out. Something that shows you truly understand the person creates a much stronger connection, so use what you know about your recipients to customize your gifts. - Give Choices While Showing Thoughtfulness
Since 68% of people prefer choosing their own gift, consider offering a carefully selected collection of options. This balances your personal touch with the recipient's desire for choice, making the experience more satisfying. - Focus on Gifts That Bring People Together
With 76% of employees preferring shareable gifts, look for items that create moments of connection. Food baskets, experience gifts, or activities that can be enjoyed with family or teammates will have a much bigger impact than solo items. - Use Digital and Physical Gifts Wisely
While digital eGift cards are growing fastest in popularity, physical gifts often leave a stronger impression. A balanced approach works best—use digital options for convenience and reach, and physical gifts when you want to create a memorable moment. - Time Your Gifts for Best Results
Postal's data shows gifts actually have higher acceptance rates on certain days (Fridays at 88.40%) and during specific months (March at 89.41%). Plan your gifting calendar around these insights to maximize engagement. - Match Gift Value to Relationship Importance
With acceptance rates climbing to 90.10% for gifts over $75, reserve your higher-value items for your most important relationships. This targeted approach ensures your investment generates the greatest possible returns.
Embrace the Future of Corporate Gifting
The world of corporate gifting is changing fast. With growing markets, evolving preferences, and new technologies, there are more ways than ever to create meaningful connections. As the numbers clearly show, thoughtful gifts make a real difference in keeping customers, engaging employees, and nurturing stronger relationships.
By matching gifts to what recipients actually want and using platforms that make gifting easier, businesses can turn occasional gestures into a systematic way to strengthen connections.
Looking ahead, personalization, choice, and meaningful experiences will continue to define successful gifting. Companies that master both the art and science of gifting—getting the right gift to the right person at just the right moment—will build the kind of closer business relationships that support long-term growth.
Ready to take your corporate gifting to the next level? Postal's all-in-one platform combines data-driven insights with seamless delivery to help you create personalized connections at scale. Get in touch today to discover how our solutions can elevate your gifting strategy and strengthen your most valuable business relationships.
