Whether you’re in charge of gifts for a professional team, or thinking through whether to give a gift to your colleague, boss, or direct report, navigating the holidays with professionalism and humanity can be a feat. We spoke with two gifting experts: Sara Rodell (Founder & CEO of Loop & Tie) and Laura Jennings (CEO of Knack) to bring clarity to your holiday gifting this season.
Start with Your Values
“One of the biggest questions I’ve been getting this season is how to approach gifting in this economic environment.” Sara Rodell reveals. “People are more sensitive to seeming extravagant or wasteful- which I think is amazing because what it actually means is that they’re now looking at a thing they were doing kind of unconsciously, and bringing awareness.”
“My favorite conversation is to talk about what you’re communicating when you’re giving a gift. How does your gift communicate a value that both resonates with you and the broader tone in the world right now? The values that we’re seeing pop up to the top of the list are environmental stewardship and social impact.”
Corporate holiday gifting makes up 242 billion dollars in budget. “This is money that can go to a cause! Sometimes people think that causes are all nonprofits, but economic empowerment is really important. Sometimes people think the only way to be impactful is through donations - and that’s a really powerful way - but it’s certainly not the only way. If we all thought about how we could be impactful with budget - knowing how much budget is on the corporate side - I think things would change.” Sara explains the power of choosing your sources for gifts intentionally.
“Take a minute to think about what’s authentic to you, then include that in your gift message.” Sara emphasizes that you can - and should - include a message that explains a bit about why you selected the gift that you did.
For example, if you choose a gift because it’s sustainable, or from a small, BIPOC-owned business, or because you believe it’s something the receiver will enjoy, created with values they care about - say that! The message matters.
Once you’ve solidified your intention with the gift, think honestly about your recipient’s desires. Of course, the other half of the gift-giving equation comes down to what the receiver really wants, likes, and values. Laura breaks the news, “Trust us: no one wants a mug with your logo on it.”
Fret not - better options are plentiful. “The trend toward digital gift events is rapidly accelerating. This year, a full 75% of our holiday corporate gift orders [at Knackshop.com] are for digital delivery rather than ship directly to recipient doorsteps.” Laura shares.
Gifting for Large Groups:
According to Laura, those digital gift events can be a great option for when companies want to offer a thoughtful choice of gifts to a number of employees or clients. “Digital delivery allows business givers to offer a choice of gift to their clients or employees, which shows respect for personal preferences and lifestyles. Non-drinkers may not appreciate a set of wine glasses, for example. We find that offering a well-curated selection of 3-4 gift choices is the perfect number.” This also skirts the issue of tracking down employee home addresses. “Today’s hybrid working world has made a mockery of CRM data, since you can’t just send gifts to an office and assume people will pick them up there. And privacy laws forbid use of Personal Identifiable Information, so employers aren’t giving out access to employee home addresses, even internally. Digital delivery allows businesses to send gift notifications via email. Then recipients click on a secure link to select their gift, they also enter their own shipping address, eliminating misdirected shipments.”
“Shareable gourmet gifts are a great choice,” continues Laura. She adds more guidelines to make sure your gift is a hit in the modern, hybrid environment. “If you do decide to send a group gourmet gift to an office, consider items with longer shelf lives so that they’ll stay delicious in the break-room longer; for example, gifting popcorn or wrapped chocolates instead of cookies or brownies.”
When You’re Really Uncertain:
“What feels natural? Take a second to reflect and ask yourself, ‘Is this a person I really want to connect with?’ The holidays create an opportunity for us to reflect on the year and how we want to show up. I think it has less to do with what’s appropriate or not appropriate when you’re doing something that’s really human. Is it true to you? If you’re just feeling pressured to suck up to your boss, I think that will come through. You should not feel any pressure to buy an expensive item. Overall, gratitude and the idea of a gift can come through in many ways that don’t have a dollar amount to them.” - shared Sara Rodell.
Laura gets down to brass tacks: “Of course, keep it professional, especially for coworkers with whom you don’t have a close relationship. If in doubt, Laura gives us the rundown on the general etiquette. “It goes without saying that certain gifts aren’t appropriate for a professional setting. Anything worn on or close to the body like jewelry, apparel, cosmetics or fragrances is generally thought to be too intimate for gifts between colleagues and, unless you know your recipient’s tastes well, it’s also wise to avoid gifts of alcohol or especially fragrant candles.” Unsure of what to consider? “You can almost always safely skirt the ‘Is this okay to give?’ issue with a small neutral gift of food, stationery, or something for their desk or office.”
What Not To Do:
“Companies often think that putting their logo on a gift item will help recipients remember their company longer, but the data shows exactly the opposite; in fact, it increases the likelihood that your gift will be discarded quickly. People are smart enough to know the difference between marketing and gifts, so put your logo all over the packaging and gift message card, but not on the items themselves.” Laura explains. She also notes that gift cards are generally well-liked, but quickly forgotten.
“The worst thing people do? They don’t do anything.” Sara reminds us, “People remember who showed up for them when things felt uncertain, and it’s actually a really critical time to be able to connect.”
Create a Moment of Intentionality and Gratitude
Keep in mind, the more intentional and individualized the gift - the more memorable.
“There’s always ways to show appreciation. It doesn’t always have to be a gift. The energy of a gift is just about trying to embody a feeling and commemorate it with an object. That can be achieved with a card, or a funny GIF and a great email!” Sara assures. “The act of recognition and gift-giving is one that can put us into a different mindset that feels really empowering. It’s honestly a form of self-care.”
Lauren Lyddon has helped people and organizations to tell their stories for more than a decade. Having tested her love of the creative through the pursuit of an MBA and undergraduate business degrees, she is a writer, editor, and lover of fiction in all its forms (especially theatre, well-written television, and novels). A West coast resident often operating on an East coast schedule, Lauren uses her business background and love of story to serve clients in writing, editing, PR, and more. You can visit her online at L2crtv.com.
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