Analysis: in financially challenging times, appreciation gains power

When we compare the period January – May 2025 to the same period last year, we see a striking increase in the number of gifts companies ordered for specific occasions or themed appre­ci­a­tion days.

• Compliment Day: +12%
  More companies are seizing this oppor­tu­ni­ty to explicitly thank their employees for their efforts. A small gesture, with a big impact.

• Admin Day : +14%
  Admin­is­tra­tive pro­fes­sion­als are receiving more targeted appre­ci­a­tion. These thank-yous are often more personal and less formal than in the past.

• Healthcare Workers Day: +15%
  People make the difference, especially in healthcare. Orga­ni­za­tions in the care sector are cel­e­brat­ing their staff with heartfelt gestures of appre­ci­a­tion for their tireless and essential work.

• Employee Appre­ci­a­tion Day: +21%
  This day is becoming a fixed element in many companies’ HR policies. The growth shows that appre­ci­a­tion is increas­ing­ly embedded in a structural way.

Even Easter gifts are making a comeback, although, in truth, they never really dis­ap­peared. After a few years of slight decline, we’re seeing an 8% increase in Easter-related gifts in 2025.

What stands out? Tra­di­tion­al Easter themes are gradually giving way to more inclusive,seasonal alter­na­tives. Think flower bulbs, blooming plants, seed packets, or springtime teas instead of just chocolate eggs and Easter bunnies. In fact, the number of gifts with a clear spring vibe rose by 27%.

More and more companies are con­scious­ly choosing gifts that are suitable for every employee, regardless of religious or cultural background. This shift reflects a broader trend: corporate gifting isn’t just about being thoughtful, it’s about being inclusive. And with Eid al-Fitr now firmly on the radar of many orga­ni­za­tions, appre­ci­a­tion is increas­ing­ly becoming a reflection of the society we live in.

Also inclusive — and growing in popularity — is the employee birthday gift. The number of birthday-related gifts has increased by 17%.

Everyone has a birthday.No one is left out, regardless of role, background, or years of service. That’s exactly what makes it such a powerful and inclusive moment within any gifting policy. It’s all about the individual, making it the perfect oppor­tu­ni­ty to show genuine appre­ci­a­tion.

More and more companies are embracing this moment with intention, especially now that automation tools like Kadonation Select make it easy to ensure no one is forgotten.

The biggest climber this spring, with a striking 24% increase? The ​“thank you” gift category. Think of a colleague who suc­cess­ful­ly wrapped up a project, a team that delivered under pressure, or someone who con­sis­tent­ly goes the extra mile.

More and more companies are choosing to actively recognize per­for­mance. And it pays off: research from Harvard shows that employees who receive even a small token of appre­ci­a­tion can be up to 25% more productive.

A thoughtful gift doesn’t have to cost a fortune to make a meaningful impact. Especially now that salary increases are less feasible, employers are making a more conscious effort to keep teams engaged and motivated through small but inten­tion­al moments of appre­ci­a­tion.

In the end, it’s not about the gift itself, it’s about the message that comes with it.