For years, I’ve watched corporate gifting and employee recognition programs operate reactively.
Someone realizes in early November that year-end gifts haven’t been ordered. Yikes! Or HR calls three weeks before Employee Appreciation Day looking for “something” they can put their logo on.
Sound familiar?
As we begin to look toward 2027, I think there’s a much bigger opportunity for distributors. Don’t wait for the order. Start the conversation now.
Corporate gifting and recognition have become much more thoughtful. Companies are looking for meaningful ways to thank employees, recognize customers and partners, celebrate milestones, and reinforce what their organization stands for.
For distributors and branding experts, that means the opportunity isn’t simply selling more products. It’s helping clients build a strategy. Here are two conversations I’d start today.
Fewer, Better Things
One place to start is by talking about quality over quantity.
Recent PPAI research confirms what many of us are already seeing. Two-thirds of consumers say they would rather receive fewer, higher-quality promotional products than more, lower-cost items.
In other words, people don’t need more stuff. They want things they’ll actually use, enjoy, and keep.
That might mean retail-inspired apparel, technology, a great book, or something completely unexpected. The key is choosing something that feels like a gift rather than an advertisement.
Branding matters, too. A giant logo isn’t always better. Subtle, thoughtful branding can make a product more desirable and ultimately keep your client’s brand around much longer.
And usefulness should always be part of the conversation. PPAI’s research also found that usefulness is the number one reason people keep branded merchandise. If it fits naturally into someone’s workday, travel routine, or home life, chances are it will stick around.
Think Beyond the Holidays
The other opportunity is year-round recognition.
Holiday gifting will always have its place, but appreciation doesn’t have to happen in one big bang at the end of the year. Help clients identify the smaller moments that matter throughout 2027.
New employees. Work anniversaries. Birthdays. Promotions. Personal milestones. Team accomplishments. Or simply a thank-you after a big project.
Instead of responding to each occasion as it comes along, create a recognition calendar together. Talk about the audience, occasions, budget, and timing now. Then identify ideas that make sense for each moment.
That’s a very different relationship than waiting for someone to call and say, “I need 500 of something by Friday.”
My advice for 2027 is simple: Don’t wait for the order. Start the conversation. Ask your clients how they plan to recognize the people who matter to their business next year.
You might be surprised where that conversation leads.
Roni S. Wright, MAS, vice president of supplier The Book Company, based in Delray Beach, Florida,
is a 40-year veteran of the promotional products industry. In her volunteer and leadership
roles, Roni has served on the boards of PPAI, PPEF, the Regional Association Council (RAC), PPAF
and YESAA. She has led various committees and work groups and was inducted into the PPAI Hall of
Fame in 2020. Roni also has a passion for yoga as well as books. She achieved her 200-hour
certification in 2013 and has journeyed to India twice to study.