Corporate gifts have had to move with the times

Corporate gifts have been used to reward and incentivise loyal customers and employees for many years, and still form the largest sector of the promotional products market. The latest research by PPAI* shows that business gifts, another name for corporate gifts, accounted for nearly one fifth of US promotional product sales in 2006.  However, although we all like to receive something for nothing, consumers are becoming far more discerning about what they actually hang onto. This is partly due to the fact that these days most of us have less space and time in our lives for things we don't actually need, want or use. Minimalism and decluttering are the new buzzwords. In today’s competitive market place, consumer attention is constantly under attack both from mass marketing and the emerging advertising opportunities presented by new media. Corporate gifts – like all kinds of promotional gifts – therefore have to work harder than ever.It is no longer enough for a corporate gift to just look expensive and stylish in order to make a lasting impression on the recipient. Research has shown that consumers expect gifts to be not only attractive and of high quality but also functional, tasteful, convenient, unique, trendy and long lasting. The corporate gifts industry has therefore had to move with the times in order to stay competitive and effective as reflected by the types of gifts now available. As long as they are well chosen, useful and relevant, corporate gifts will be retained and continue to serve as a positive reminder of the brand.