The Art of Strategic Gifting

Giving gifts is easy. Giving the right gift takes some effort and thought.

Part of doing business is showing appreciation to clients who trust you and employees who make it all happen. The end of the year is when many businesses reach for chocolates or a branded mug to send to their holiday list. Nice, but we’ve seen that when done thoughtfully, gift giving is a chance to reinforce relationships and stand out in a sea of sameness.

In this two-part series, we look at what’s trending in corporate gift giving and how some New Jersey business owners are doing it differently. They’re using gifts as a strategic tool to build loyalty, spark conversations, and stay top of mind year-round.

First up: insights from vendors.

What Gifts Are In Demand?

Baked goods send a sweet message of thanks

Lauren Ohl, owner of Bake to Square One, sells gift boxes of fresh-baked cookies and other treats. At the holidays, those gift boxes are her “bread and butter” for corporate gifts. As she notes, “Business owners want to give something they would not ordinarily give to themselves. They like giving homemade baked goods because of the warm, inviting, and indulgent feeling behind them.”

Bake to Square One serves mostly small-business owners who want to send something personal (and delicious, of course) within their budget. Lauren said her buyers also like supporting another small business for their gift-giving needs.

That personalized touch they seek extends to their preference for handwritten notes to each recipient, which Lauren sends with each order. She also accommodates split orders between those going out for Thanksgiving (when the assortment is more flexible, before the holiday rush) and those delivered in December.

She refreshes her December holiday cookie combinations every year to give customers something new and exciting to send out. During other times of the year, they can choose their own combinations of freshly baked cookies or select from the company’s curated selections.

Unique, contemporary branded gifts

Paul Caprio of Riverside Graphics says he’s seeing a shift toward more personal and sustainable gift choices. While branded items are still popular, clients are increasingly asking for gifts that feel more thoughtful. They’re looking for something that reflects the sender’s personality or speaks to the recipient’s interests. The goal is to give something useful that doesn’t get tossed aside, so the gift (and the giver) stays top of mind.

“There are millions of products available, so we enjoy researching and finding distinctive gifts based on our customers’ budgets and their target markets,” said Paul, who offers an online holiday catalog. Among those are automated wine openers, mini blenders, air fryers, embroidered cooler bags, and customized animal-related products. This season, one client splurged on pricey golf watches and another has asked him to find Russian-style tea sets.

When asked what’s hot now, he said, “milk silk short-sleeve t-shirts.” These are made of soft, breathable, moisture-wicking material and can be imprinted anywhere on the shirt. These have become a go-to gift for pickleball players, along with branded rackets and balls. “Anything related to technology is also big, such as portable Bluetooth speakers and cellphone cases and holders,” he added.

Paul noted that not all gifts are reserved for the fourth quarter. One client sends high-end gifts to sales reps quarterly, and others choose to send gifts to new clients throughout the year.

Gift baskets with a creative twist

Vanessa Pretel, owner of Gifts on a Budget (Instagram: @giftsonabudget), brings a personal touch to every gift basket she creates. Her offerings cover all occasions and price points, but it is the customization that makes her work stand out. Popular themes like “relaxation,” “snacking,” and “closing day” baskets for real estate agents are client favorites, but no two baskets are exactly the same.

Vanessa starts by asking her client for a few ideas, then builds a thoughtful concept, often adding handmade cards or other creative details. Her goal is to make gift-giving feel easy and enjoyable. For clients who want to be more involved, she can work with items they provide, wrapping and assembling a finished basket that still feels personal and polished.

“I’m happy when my clients receive the biggest smile from the person getting the basket,” she says.

Strategic Gifting Isn’t One-Size-Fits-All

Whether it’s a custom basket, yummy baked goods, a practical item with a personal touch, or something entirely unexpected, the right gift can leave a lasting impression. In Part 2, we’ll hear directly from business owners about how they approach gift giving—what works, what doesn’t, and the thoughtful strategies behind the gifts they choose.