By Louise Doyle, Co-Founder of needi
Let’s be honest, most corporate gifts miss the mark. You’ve probably received a branded water bottle or a generic hamper and thought, “Nice, but… meh.” It’s not ungrateful to say that, it’s human. When it comes to gifting, especially in business, it’s the personal touches that truly stick.
At needi, we’re on a mission to make gifting feel less like an obligation and more like a meaningful exchange between people, and here’s what we’ve learnt so far: when you do it with intention, gifting becomes one of the most powerful tools you have in order to build stronger, longer-lasting client relationships.
It’s not just a gift, it’s a moment
Think about the last time someone surprised you with something thoughtful. Not expensive, or flashy…Just something that made you feel seen.
That’s what great client gifting can do. It’s not about ticking boxes or following a calendar. It’s about creating moments that show your clients they matter, not just as businesses, but as people.
We once helped a company surprise a long-standing client with a gift that celebrated the birth of their first child. Not a baby hamper full of corporate branding, but something genuinely useful, beautiful, and personal. The client was floored, and not only did it deepen that relationship, but months later, they referred three new clients. That’s the kind of ROI you can’t buy with ad spend.
The power of the right gift
The truth is, you don’t need to spend huge budgets to make an impact, but you do need to think smart. In fact, a targeted, meaningful gift is far more effective than a blanket approach.
At needi, we use AI (and a bit of heart!) to match businesses with the perfect gifts, ones that align with the recipient’s values, hobbies, and lifestyle. We also champion small, sustainable and diverse UK-based suppliers, so every gift tells a story and supports a real person behind the scenes…. And let’s face it, that feels good.
Thoughtful timing is everything
While everyone rushes to send gifts at Christmas, the real magic happens when they’re least expected. Celebrating a project launch, checking in after a tough quarter, simply saying “thank you” just because.
These little surprises become touchpoints your clients remember, and they build the kind of emotional connection that no marketing campaign can replicate.
Gifting with purpose (and a bit of personality)
We’ve all seen the “thanks for your business” emails that feel like they were written by a robot. Gifting is your chance to cut through that noise and remind people there’s a human behind your logo.
More and more clients are also choosing to work with companies whose values align with their own. So, when your gift supports a female founder, a climate-conscious cause, or an underrepresented maker, it becomes more than a gesture; it becomes a statement. That’s something people notice.
The bottom line?
Gifting isn’t fluffy, it’s strategic. It helps you stand out, stay top of mind, and nurture relationships in ways that truly matter, and let’s not forget, it’s also a whole lot of fun!
So next time you’re tempted to order another batch of branded pens, pause. Ask yourself: what would make them smile? What could you send that would make them feel genuinely appreciated? That’s the kind of smart investment that leads to big returns. Not just in revenue, but in loyalty, connection, and trust.
About Louise Doyle, Founder & CEO of needi
Louise Doyle is the co-founder and CEO of needi, the corporate gifting platform helping some of the world’s leading companies deliver truly personal gifts, experiences and branded merchandise. Powered by AI and rooted in psychology, needi connects businesses with meaningful, sustainable products from local, independent brands.
