Retail & CPG
Understanding 2025 Corporate Gifting Trends for the Holiday Season
Retail & CPG3rd January, 2026
Understanding 2025 Corporate Gifting Trends for the Holiday Season
Background
A U.S.–based corporate gifting provider saw a shift in the dynamics of workplace gifting. While corporate holiday gifting remained a tradition, the people making decisions had changed.
- Millennials had become the dominant mid-senior managers across HR, People Ops, Procurement, and Client Success.
- Gen Z professionals-now entering early manager and coordinator roles-were increasingly involved in research, vendor selection, and recommendations.
This mix of Millennial budget holders and Gen Z influencers/decision-makers created a new complexity in corporate gifting expectations.
To prepare for the 2025 holiday season, the gifting provider conducted a U.S.-focused study to understand what companies truly expect from gifting partners.
Research Objectives
- Understand the gifting preferences of both Millennial and Gen Z decision-makers in HR and Client Service teams
- Identify holiday gifting trends that align with new workplace values
- Map procurement behaviors and define segmentation
- Use insights to redesign the gifting store’s 2025 corporate catalog, personalization options, and ordering workflow
- Strengthen the store’s appeal as a strategic partner, not just a vendor
Segmentation Framework
Analysis of HR, Employee Experience, Client Service, and Procurement respondents revealed three distinct decision-making clusters influencing gifting choices.
1. Culture Builders
Who they are:
- Employee Experience teams
- HR associates and managers (Millennial + Gen Z mix)
- People-first organizations
What defines them:
They see gifting as an extension of workplace culture, hybrid belonging, and morale-building. They prioritize gifts that feel thoughtful, curated, and emotionally resonant.
Common preferences:
- Choose-your-own gift catalogs
- Desk aesthetics, collectibles, décor
- Hybrid-friendly lifestyle items
- Sustainable and ethically produced gifts
2. Brand Guardians
Who they are:
- Client Service leads
- CX teams
- Sales & relationship managers
What defines them:
Their goal is to protect brand perception with clients. Gifting is a reputational interaction, so quality and presentation matter more than cost.
Common preferences:
- Premium drinkware
- Tech accessories
- Limited-edition branded items
- High-quality artisanal foods
- Elegant packaging with subtle branding
3. Practical Optimizers
Who they are:
- Procurement managers
- Operations teams
- Cost-conscious organizations
What defines them:
They prefer reliable, utility-forward gifts with predictable supply, simple logistics, and value at scale.
Common preferences:
- Bulk-friendly tech accessories
- Laptop sleeves, office tools
- Digital gift cards
- Uniform but high-utility gifts
Business Impact
Using the segmentation and generational insights, the gifting provider redesigned its entire 2025 B2B approach:
1. Segment-Aligned Product Collections
- Culture Builder Kits
- Premium Brand Guardian Boxes
- Essential-Cost Hybrid Work Packs
This allowed corporate buyers to instantly see which collection fit their gifting philosophy.
2. Enhanced Personalization
- Employee names on packaging
- Client-branded premium boxes
- Hybrid bundles (physical + digital)
- Micro-collectible add-ons for Gen Z appeal
3. A Corporate Ordering Portal Built for Millennials & Gen Z
- streamlined self-serve experience
- instant previews
- fast approval workflow
- real-time tiered budgeting
- curated recommendation engine
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