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We’re in the thick of the holiday season, so words like “holiday party,” “client gifts,” and “employee bonuses” have probably been bouncing around in your head for weeks—maybe even months. As business owners, we all recognize the importance of these gestures, but the real challenge is figuring out how to make them truly impactful and effectively communicate what we want our employees and clients to know: we appreciate you.
With 30 years of giving and receiving gifts at ATI, I’ve learned that giving great gifts– ones that have the power to impact the thoughts, sentiments, or feelings of a person–is an art. I’m not claiming to be Santa Claus or anything, but a good friend in the industry did say I was the best gift-giver, so I thought I’d roll with it and share a few gift-giving tips that I’ve picked up over the years.
Prioritize Your Number One
We all know business never stops, but one thing I appreciate about this season is the influx of opportunities to step out of the day-to-day and connect with customers and prospective clients. But before you spread yourself too thin, make sure to prioritize your most important customer: your employees.
Taking the time to slow down and give back to your team now can help everyone feel refreshed, reconnected, and energized for the year to come. And I’ve found there’s no better way to do this than a holiday party.
Hosting Successful Holiday Parties
Holiday parties are a fantastic way to show your team you appreciate them and build camaraderie. The more personal they are, the more impactful they’ll be. When ATI was smaller, we hosted parties at the office, local restaurants, or even at my father’s house. These settings made the celebrations feel intimate and meaningful, allowing employees to connect and celebrate as a close-knit team.
Over the years, I’ve noticed that preferences for parties vary—salaried employees often enjoy larger, more elaborate events, while hourly employees tend to prefer practical gifts like bonuses or gift cards. If you have a set budget, it’s worth asking your team what they would prefer. For example, with a $10,000 budget, you could allocate $2,000 for a casual gathering (like a taco truck or restaurant meal) and use the remaining $8,000 for prizes or gift cards. This approach balances a fun celebration with gifts your team truly appreciates.
Move Beyond the Gift Baskets
Let’s talk about gift baskets. How many have you received that you never ended up taking home? This year, make a vow to leave these at Costco and replace them with a thoughtful gift. When done right, a well-timed, personalized gift can keep you top of mind for months—or even years to come.
Two Keys to Giving Thoughtful Gifts
The timing of your gift or gesture can significantly impact how it’s received. While most businesses send gifts in December, that period can feel overwhelming as all of our desks pile up with baskets and branded items. A thoughtful alternative that can be effective, especially for customers or business connections, is to send your gift at an unexpected time, like just after Thanksgiving or even as a New Year’s gift.
Imagine settling back in your desk in January after the whirlwind of the holidays and receiving a beautifully wrapped package with a note reflecting on the past year and expressing excitement for the year ahead. This gift feels fresh and intentional, rather than just another box among dozens during December.
As I said, gift-giving is an art, and it becomes more challenging the less you know about the recipient. It’s a bit like being a grandparent trying to pick presents for teenage kids. As parents, my wife and I generally know what our kids want or need because we’re around them daily, but for their grandparents who live out of state, it’s much harder. No matter how thoughtful the gift, there’s a chance it won’t resonate—it may not fit their interests or be something they’ll use. The same is true for business relationships. When you don’t spend enough time understanding your employees, customers, or business partners, your gift risks missing the mark.
The solution is to take the time throughout the year to learn what matters most to them. Keep notes about their hobbies, preferences, or even casual mentions of things they enjoy. The better you know them, the easier it is to pick something meaningful and impactful when the time comes.
Act Early
This season is one of the busiest times of the year for all of us, both personally and professionally. Calendars fill up quickly with parties, shopping, and family commitments. As a business leader, getting ahead of the holiday rush by giving bonuses, handing out gifts, or hosting holiday parties earlier in the season can make a huge difference for your employees. Providing these gestures early not only shows your appreciation but also gives your team time to incorporate them into their holiday plans.
For example, if bonuses or gift cards are distributed early, employees can use them for holiday shopping or other seasonal expenses, reducing stress and allowing them to enjoy the festivities more fully. It sets a positive tone for the end of the year and can boost morale during a time that might otherwise feel hectic or overwhelming. When you understand what your team truly values, finding the right gift will come easy, even if it is as simple as a well-timed bonus.
And now I want to hear from you: What’s the best give you’ve ever received from a business connection? Respond to this email and let me know.
Wishing you and your family a joyful and blessed holiday season!
Jeff Moore
