An Ultimate Guide to Corporate Gifting

Help make corporate gifting easier with our guide. Discover unique ideas and the versatility of American Express® Gift Cards to find a perfect gift for so many occasions. 

May 21, 2025

Corporate gifting involves more than just sending gifts for holidays. It’s an important part of strengthening business relationships with customers, clients, and employees. Done right, it can foster loyalty from consumers, promote your brand to potential partners, and improve morale among your team members. That makes it an essential tool for businesses. Yet, your gifting strategy can be streamlined so that it is effective but not complicated to send corporate gifts that make a lasting impression. Read on for a helpful guide to setting goals, exploring gift types, selecting the best options for your audience, and personalizing your presentation.

Setting a Corporate Gifting Strategy

When you're planning your corporate gift giving strategy, it's important to start with the big picute of what you want to accomplish and then break it down into a schedule.

Identifying Objectives and Goals

Start by focusing on your objectives and establish related goals. Are you working on client retention, brand awareness, employee engagement, new business development, or something else? One by one, identify your goal and how it relates to the overall strategy of relationship building.  

Understanding Your Audience

Once you’ve selected a focus, get to know that audience so you can consider corporate gift options just for them. The gift message is clearly going to be different for employees than clients or even existing and potential customers. The more you know the recipient, the more you can personalize their gift. For prospects, a promotional gift will be more general, but you still want to make an impact with an understanding of who they are and a gift they’ll appreciate. 

Budget Considerations

While investing in corporate gifting is valuable, you also need to set a budget based on your finances and the return you’ll need to make it beneficial to your company. Setting and measuring key performance indicators will show how corporate gifting benefits your business, including a look at changes in sales, customer satisfaction, and feedback.

Timing and Occasion Selection

Identifying appropriate occasions will also help you in planning and scheduling when to distribute business gifts to different audiences. That could include a plan for gifting at events to develop customer leads, holiday gifting for clients, or more personal celebrations like birthdays, anniversaries, or other milestones for employees.

Corporate gifting provides an excellent way to deepen client relationships, raise brand awareness, recognize employees, and acquire new customers.  

Types of Corporate Gifts

There are many ideas for corporate gifts, but Gift Cards stand out for the ability of the business to customize gifts and for the recipient to enjoy the freedom to spend them as they choose.

Personalized Gifts 

When searching for a one-of-a-kind gift, a photo Gift Card offers a personal gift they'll appreciate and that allows them to use it as they choose. Once you have a favorite or memorable picture ready, they’re easy to create in just a few steps. For your staff, that could be a team photo that you can deliver as a plastic Gift Card or send as an eGift Card.

Branded Merchandise 

For gifts to clients or promotional gifts to reach new customers, logo Gift Cards are a smart option. These create brand awareness, which the recipient will be reminded of when they choose to spend it. Easily created online, this Gift Card is a top option for branded gifting. 

Employee Recognition: Anniversary and Appreciation Gift Cards 

With lively options that spell out messages of appreciation, Gift Cards are also ideal company gift ideas for employees. There are a variety of stately American Express® Gift Card options that cover every type of big event, from a thank you gift to an anniversary Gift Card that celebrates major milestones. 

Choosing the Right Gift

When it comes to deciding what gifts to give, your recipients, there are a few steps that will help you select a gift that's both memorable and treasured.

• Research recipient preferences: A thoughtful gift goes a long way to making an impact on employees or business partners. Gifts that offer choice and flexibility like business Gift Cards allow the recipient to choose exactly what they want.  

• Consider your budget: When you set a budget, be sure you’re allocating money to cover gifts, packaging, shipping costs, and any additional expenses.

• Consider the number of gifts you're sending: Gifting expenses vary by company size and total number of people receiving gifts. Prioritize key clients and decision-makers, while understanding that you might not be able to gift everyone.

Corporate Gifting Etiquette 

When planning your gifting, it’s important to know and observe some of the dos and don’ts of corporate gifting.

• Dos:

  • Do consider client gifting restrictions or workplace restrictions such as policies of the recipient for receiving gifts, acceptable gifts, and any situations where gifting may be inappropriate, like during contract negotiations.

  • Do personalize your gift with an accompanying gift message that speaks to your relationship with the recipient, whether that’s an employee, customer, or partner.  

  • Do be professional and respectful with thoughtful gifts that suit the recipient’s interests and are situation-appropriate to focus on building relationships. 

• Don'ts:

  • Don’t wait until the last minute. While there are sophisticated options for sending gifts like a virtual Gift Card quickly, it’s key to plan out your strategy so that rushed gifting isn’t necessary.  

  • Don’t send gifts during annual reviews, interviews, or during pay negotiations. Timing is critical to making sure a gift is not connected with any type of sensitive performance scenario.  

  • Don’t give overly extravagant or personal gifts that could appear to show favoritism or be seen as exceeding professional boundaries, like a bribe.  

One benefit of using Gift Cards as part of your strategy is the ability to customize them for the recipient while avoiding awkward gifting issues and to schedule them to prevent ill-timed gifting.  

Personalization and Presentation 

Gift Cards allow for personalization to fit each gifting goal. Beyond selecting the right Gift Card based on design or message, you can also create a distinctive gift by adding some meaningful touches.

Creative Packaging 

Boxes and bows add a polished touch to your Gift Card, whether sending it to the recipients or placing it on their desks in the workplace. 

Incorporating Meaningful Messages

Write a personal message of appreciation to express your gratitude for recipients and to encourage a continued relationship. You also have the option to create a personal message right on the Gift Card for an added touch

Custom Logo and Custom Photo Cards

Enhance your corporate gift ideas for clients and employees with the ability to create a custom Gift Card. Add your logo or a photo fitting for the recipients and the occasion to make it a gift to remember.

Corporate Gifting Examples and Ideas

Amex Gift Cards make corporate gifting a very straightforward process with options for streamlined ordering depending on your company’s specific needs. 

Bulk Gift Cards

Do you have a large list of clients, customers, or employees to give gifts year-round? Our bulk gifting process enables you to streamline your orders to send sophisticated Gift Cards for business with ease.

eGift Cards for Remote Employees

Want to stay connected to employees who are working around the country? Our eGift Cards are easy to order in bulk, customize messaging, and deliver directly to their inboxes for a special surprise. 

Custom Logo Cards

When it comes to personalized corporate gift ideas, custom logo Gift Cards stand out with the ease of creating and distributing them. Use as event promotions or new customer welcome gifts to start building brand recognition or to keep your business top of mind.

Gift Ideas for Special Occasions

Simplify gifting for different events and celebrations with business Gift Card orders that you can group by holidays for everyone on your list or by specific occasions. Sending unforgettable Gift Cards for employee milestones or customer appreciation creates incentives and helps strengthen your most important relationships.

Wrapping Up Corporate Gifting

There are many reasons to make corporate gifting a priority of your business, and with this guide you can organize a strategy that works for your company. By identifying the corporate gifts that best suit your business, the timing that best serves your purposes, and the personalization options for each recipient, you’ll be able to plan, budget, and make a lasting impression. Consider Gift Cards as part of your strategy to make corporate gifting thoughtful and streamlined in your goal of building strong business relationships with customers, clients, and employees.