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Uptick Predicted for Corporate Holiday Gift Giving

Cindy Mielke | November 26, 2018

More companies are planning to give gifts to employees, customers and prospects this holiday season, according to a new study by the Advertising Specialty Institute (ASI), an incentive industry group which includes GC Incentives as a member.

This year’s ASI Corporate Gift Giving Study found that 42 percent of employers plan to give gifts to their workers, up from 40 percent in 2017. Meanwhile, more than one-third (37 percent) of companies anticipate that they will provide gifts to prospects and clients, up 5 percent from the previous year.

In addition, 10 percent of companies said they plan to spend more on holiday gift giving this year, up from the 8 percent who planned a year-to-year spending increase last year.

Survey respondents credited the improving U.S. economy, along with greater interest by companies in holiday gifting.

“The economy is booming in many sectors, and in an attempt to stand out among their competitors, companies are increasingly turning to promotional products, which provide tangible benefits and visual appreciation to clients, prospects, and employees,” said Nathaniel Kucsma, ASI’s executive director of research and corporate marketing.

ASI reports that employee holiday gifts this year will include more choices for recipients, such as gift points tied to broader corporate recognition programs. This year’s ranking of most popular employee gifts includes gift cards (44 percent), apparel (39 percent), food/beverages (25 percent), drinkware (18 percent), and desk accessories (18 percent).

Gifts to customers and prospects will see a greater spending amount this year to an average $48 per gift – up 4.3 percent with the most popular items being food/beverages (51 percent), calendars (30 percent), writing instruments (24 percent), desk accessories (19 percent), apparel (19 percent), and gift cards (17 percent).

To read the full results of the ASI report, please follow this link.

During the holidays and throughout the year, our approach at GC Incentives is to create a memorable experience for clients and recipients, supporting corporate culture, rewarding performance, increasing sales, celebrating milestones, and more.