Business gift as a strategic tool

This article is available for reading in Trade magazin 2025/8-9.

While in most cases it used to be a way of representing a company, more and more people now see it as a conscious brand-building tool. Promotional products have become part of corporate identity, customer experience and even employee loyalty.

A promóciós termékek részei lettek a vállalati identitásnak, az ügyfélélménynek, sőt, a munkavállalói lojalitás erősítésének is

A clear message in an elegant form

Tünde Sztankovicsné
Kiss
head of BtoB division
Ico

ICO’s experience is that demand for corporate gifts has been a little subdued in terms of volume, but it has increased in value, mainly due to price hikes. In an uncertain economic environment many companies are cutting back on their marketing spending, which is also affecting gift budgets.

“Practical gifts that are useful in everyday life remain very popular among consumers. Parker premium writing instruments, which combine elegance and functionality, are in high demand at ICO”,

says head of BtoB division Tünde Sztankovicsné Kiss.

An environmentally friendly approach is now basically a prerequisite in the field of business gifts. The demand for recycled materials, biodegradable or chemical-free packaging and sustainable manufacturing solutions is constantly growing. Customers also prefer products that are certified or manufactured domestically or in Europe.

Conscious consumers

Éva Váradi
organisation and
development director
Reklámajándék.hu

Reklámajándék.hu has experienced stagnation in the number of orders, quantities and total value over the past year.

“As the end of the year approaches there is growing interest in Christmas-themed packages, in which we combine items with lasting promotional value with edible delicacies and scented cosmetics”,

points out organisation and development director Éva Váradi.

Their most popular items are those made from recycled materials, e.g. Rpet, recycled cotton, steel, aluminium, ocean plastic. The Christmas period remains the most important season for business gifts. Companies typically start preparing at the end of August or early September: they launch campaigns, take pre-orders, and send catalogues and offers to their partners.

Judit Bresák-Varga
business unit manager
Promix Gifts

According to Judit Bresák-Varga, business unit manager of Promix Gifts Kft., modern marketing strategies are shaped by the experiences offered to customers.

“Over the past two decades we have specialised in providing our customers with truly unique promotional gifts that reflect the value of their brand. Our principle is that promotional gifts shouldn’t be useless”,

she adds.

Who, what, when?

In recent years the target group for business gift giving has expanded and diversified significantly. While gifts for business partners and customers used to dominate, gifts for employees are now playing an increasingly important role. It is becoming common for companies to run separate campaigns to recognise their workers.

With the rise of employer branding, companies are increasingly seeking gifts that celebrate employee appreciation and reinforce corporate culture

Zora Trbovics
marketing manager
Spark Promotions

Although the economic environment remains unfavourable, Spark Promotions has achieved great results thanks to its customer-centric approach, innovative branding technologies and continuous portfolio development: the company’s revenue exceeded HUF 3.4bn.

Marketing manager Zora Trbovics points out that the season and type of event have a major influence on choices.

“Spark Promotions presents its ecologically responsible selection on a separate online platform, which only features certified solutions. We believe that personalised gifts aren’t only representative, but also create an experience”,

she emphasises.

In the domain of promotional gifting there is a shift towards higher quality, more valuable products. The price range between HUF 3,000 and 10,000 is especially preferred.

Domestic production, quick reaction time

Lívia Kopjár
trading manager
BOLKO Promotion

BOLKO Promotion has seen an overall positive shift in sales recently, but at the same time the market structure has undergone a noticeable transformation. Companies with smaller marketing budgets have cut back on related expenses, while those that view promotional items as a conscious tool have significantly increased their spending in this area.

“There is a growing demand for domestically manufactured, locally produced solutions, which are attractive to our partners due to flexibility and reliability”,

explains trading manager Lívia Kopjár.

The company places great emphasis on providing fast, responsive service tailored to individual needs. Demand for uniqueness and personal connection is becoming increasingly important in business gift giving. Personalisation can take many forms: special graphics, colours, shapes, company mottos, inside jokes, personal messages or thematic concepts can all play a role.

here is a noticeable shift towards higher-quality, more premium products

Value and creativity

Árpád Papp
CEO
Creable

In recent years Creable Kft. has experienced significant market fluctuations in the business gift sector. While 2023 brought modest results, 2024 saw a noticeable upturn in both volume and value; 2025 has been a bit slow so far. According to CEO Árpád Papp, gift giving is no longer just a gesture, but an experience-focused message with clear value behind it. Individually tailored themed selections are increasingly popular.

”We believe that the chosen item should be in harmony with the company’s activities and visual world – the most memorable surprises always tell a story”,

he underlines.

Diána Zsivicza
sales and marketing
manager
Lollipop Reklám

The experts at Lollipop Reklám Kft. point out that many companies have recently reduced their spending on corporate gifts, and some have even abandoned the practice altogether. Sales and marketing manager Diána Zsivicza believes it is important that the chosen item reflects the company’s values, as poor-quality, sloppy pieces can even create a negative impression.

“We recommend fewer but durable, high-quality items that will remain in use for a long time, with a price tag of HUF 5,000 to 10,000”,

advises Diána Zsivicza.