Explore 2025 corporate gifting trends as Millennials guide budgets and Gen Z shapes decisions, helping brands create meaningful, value-driven holiday gifting experiences.

2. 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

3. SegmentationFramework
We applied segmentation across HR, Employee Experience, Client Service, and Procurement
teams to map the three core decision-making mindsets that now shape corporate gifting choices.
1.CultureBuilders
Whotheyare:
Employee
Experience teams
HR associates and managers
(Millennial + Gen Z mix)
People-first
organizations
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:
Desk aesthetics, collectibles, décor Sustainable and ethically produced gifts
Whatdefinesthem:
Hybrid-friendly lifestyle items
Choose-your-own gift catalogs

4. Their goal is to protect brand perception with clients. Gifting is a reputational interaction, so quality
and presentation matter more than cost.
Common preferences:
Tech accessories
Limited-edition branded items
Elegant packaging with subtle branding
What defines them:
High-quality artisanal foods
Premium drinkware
2. Brand Guardians
Who they are:
Client Service leads CX teams Sales & relationship managers

5. They prefer reliable, utility-forward gifts with predictable supply, simple logistics, and value at scale.
Common preferences:
Laptop sleeves, office tools
Uniform but high-utility gifts
What defines them:
Digital gift cards
Bulk-friendly tech accessories
3. Practical Optimizers
Who they are:
Procurement managers Operations teams Cost-conscious organizations

6. Business Impact
Using the segmentation and generational insights, the gifting provider redesigned its entire 2025
B2B approach:
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
2. Enhanced Personalization
Employee names on packaging
Client-branded premium boxes
Hybrid bundles (physical + digital)
Micro-collectible add-ons for Gen Z appeal
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.