As the 2025 holiday season approaches, one message rings clear from Snappy’s latest survey: gifting still matters—more than ever.
According to the gifting platform’s new 2025 Holiday Gifting Survey, employees and consumers alike view meaningful gifts as powerful tools for connection, motivation, and loyalty. The catch? Most employers and brands still miss the mark.
The Gift Gap
Half of respondents say they’re more excited about the holidays this year, yet 70% admit they’ve received gifts they didn’t want. Meanwhile, 58% say they wish they had help picking out the right gift. In the era of personalization, that mismatch highlights a simple truth: the right gift deepens relationships; the wrong one erodes them.
And the gap extends into the workplace. Nearly half of employees (47%) say they don’t receive a holiday gift from their employer—even though 67% wish they did.
That’s not just a missed opportunity for goodwill—it’s a business miss.
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67% say a meaningful gift increases job satisfaction.
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43% feel more connected to their team and company culture.
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31% report higher engagement and are more likely to recommend their employer.
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29% say it makes them want to stay longer.
When no gift is given, morale quietly suffers: 23% feel less positive about their workplace, 18% feel less motivated, and 17% feel less engaged.
Customers Want Recognition, Too
Gifting’s impact goes beyond HR. For brands, a well-timed, well-chosen gift can turn casual customers into loyal advocates.
The data shows that 68% of loyalty program members say they’ve never received a holiday gift from a brand they support, even though 58% wish they would. Those who do receive gifts notice—and remember.
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86% say a brand gift improves their perception of that brand.
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35% say the positive effect lasts up to three months.
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29% say it lasts more than six months.
What makes a loyalty gift stand out? “Surprise and delight” (39%) topped the list, followed by monetary value (31%) and feeling seen by the brand (30%)—proof that personalization and empathy still outperform expensive but impersonal gestures.
Timing, Thoughtfulness, and Personal Choice
While most employees and customers agree that mid-to-late December is prime gifting time, it’s the thoughtful execution that counts.
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62% of employees and 74% of customers say including a personal note makes a gift more meaningful.
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75% of employees say they’d love to choose their own gift, signaling the rise of flexible gifting platforms like Snappy.
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60% would even prefer the option to donate their gift’s value to charity—a trend that aligns with growing corporate social responsibility efforts.
From Token Gesture to Strategic Investment
Snappy’s findings suggest that gifting is evolving from a seasonal nicety into a strategic business lever that can drive culture, retention, and customer lifetime value.
67% of employees say thoughtful gifts boost job satisfaction for up to six months or longer, while 88% of customers report improved brand perception following a gift.
In short, meaningful gifting isn’t about the price tag—it’s about purpose.
For HR leaders and marketers alike, the message is unmistakable: a well-timed, well-chosen gift doesn’t just spread holiday cheer—it builds lasting loyalty.
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