The Secret to a Great Christmas Gift: Why Personal Attention Matters More Than Price

Why do some Christmas gift packages delight employees, while others barely generate any enthusiasm? According to experts, a successful end-of-year gift is not just about its contents or budget, but above all about personal attention and the relationship between employer and employee. Loopper spoke with several experts about changing expectations surrounding Christmas gifts and why a personal gesture can make a greater impression than an expensive present.

From Traditional Christmas Gift Packages to More Thoughtful Choices

A bottle of wine, chocolates and other treats have been staples of Christmas gift packages for years. However, these products do not always suit every employee. Dr Machiel Reinders, Senior Researcher in Consumer Behaviour and Marketing at Wageningen University & Research, predicts that employers will become more mindful of what they include in their Christmas gift packages.

Not every employee drinks alcohol or has the same dietary preferences. Health, sustainability and personal lifestyle can also influence how a gift is appreciated. Reinders therefore expects greater interest in lifestyle and personal care products, gift vouchers and opportunities to donate to charity.

“To avoid excluding certain employees, it is important for employers to consider options such as vegetarian, artisanal, locally sourced or premium products more carefully,” says Reinders.

According to the researcher, the best choice also depends on the organisation and its employees. “In workplaces where health and sustainability are particularly important, such as NGOs, I can imagine that different Christmas gift packages would be chosen.”

It's Not the Price, but the Thought Behind the Gift That Counts

A Christmas gift does not have to be expensive to make an impression. According to Tosca Gort, occupational psychologist and founder of GORTcoaching, a small personal touch can make a significant difference. “When a standard gift package is distributed throughout an entire company, a manager can make a big difference by adding a handwritten card. There is always room for extra personal attention.”

Nicol Tadema, speaker and bestselling author specialising in employer attractiveness, also emphasises that the value of a gift is not determined solely by its price tag. “A less expensive but personal gift that genuinely surprises someone can make a greater impression than a large or luxurious present.”

According to Tadema, an organisation's financial situation also plays a role. For example, when a company has achieved record profits, an unusually modest end-of-year gift may raise questions. In such cases, it is not just the amount spent that matters, but above all the feeling of appreciation and fairness.

The Relationship Between Employer and Employee Makes the Difference

The same Christmas gift package can be received very differently by different employees. According to Tadema, this is closely linked to the relationship employees have built with their employer. “The size or contents of a Christmas gift package do not determine whether an employee shares a post about it. The relationship between the employee and employer determines how the gift is received and how the employee talks about it online.”

She explains that an employee who feels seen and appreciated throughout the year is more likely to respond with humour to a gift that misses the mark. Conversely, an expensive present may mean very little when the relationship between employer and employee is strained.

Workplace Appreciation Shouldn't End at Christmas

At Christmas, employers often express their appreciation through a gift package. However, according to the experts, that appreciation should not be limited to December. A personal gesture to celebrate a work anniversary, a special achievement or the arrival of a new colleague can also help employees feel recognised and valued.

Edwin den Hartog, owner of Loopper, recognises this trend. “We see among our customers that employers are increasingly finding opportunities to surprise their employees. Appreciation is no longer something expressed just once a year, but is becoming a recurring part of company culture.”

As a result, the Christmas gift package takes on a different role. It is no longer the only occasion when an employer shows appreciation, but becomes part of a broader workplace culture in which employees receive attention throughout the year.

A Thoughtful Gift Requires Consideration From Both Sides

At the same time, Gort believes that responsibility does not lie solely with employers. Employees also play a role in how a gift is received. After all, a Christmas gift is a gesture of goodwill and does not necessarily have to meet everyone's individual preferences. “Etiquette says that when you receive a gift, you should respond with gratitude. It is an extra gesture: it is not something you are entitled to receive.”

According to Gort, this does not mean employees must pretend to be enthusiastic. Employers should also make an effort to choose their gifts thoughtfully. “When you give something, etiquette says that you should genuinely make an effort to give something nice, kind and considerate. When you do that, you should not expect anything in return.”

A successful Christmas gift package therefore does not necessarily need to be more expensive. Making thoughtful choices, considering different preferences and adding a personal touch can be just as important. The experts' most important insight is simple: a Christmas gift becomes more meaningful when it reflects the appreciation employees experience throughout the entire year.