It’s a Gift: Fresh Thinking for Holiday Campaigns

If this holiday season feels more high-stakes than those before it—and more full of possibility—you’re not alone. At PFL’s recent virtual session, two of our direct mail and loyalty-gifting experts, Amber Sikkink and Kricia Storms, shared their best advice about how organizations can break away from the digital din (and obviate supply chain chaos) to create and deliver gifting campaigns that actually mean something and resonate with the recipient.

The discussion opened by exploring the notion that the holiday season can be a moment of real opportunity: “Sixty-five percent of loyalty program members want to receive a holiday gift from brands they support,” Storms noted, citing Snappy’s 2024 Holiday Gifting Report. “Yet only 42 percent have ever actually received a gift from their favorite brands. That’s a big gap—and a huge opportunity for brands to deepen those connections.”

Sikkink bolstered the point by suggesting what will work in 2025. “With tighter budgets, brands are being more intentional,” she said. “Extravagant is out; essential is in. High-utility gifts that reinforce your brand’s usefulness are at the top of the list.”

Trust-based marketing was another theme: “Buyers are sensitive—especially in healthcare and financial services—so the more you can show you know your recipient, the more likely they are to engage.” That dovetails with the big story: Personalization. “I’m going to say this over and over—personalization is critical,” Sikkink explained. “Adding a touch like a name or custom message lifts a gift from exciting to extraordinary.”

The phrase “purpose-driven gifts” isn’t just a bunch of buzzwords: “Choose sustainable gifts or those that give back,” said Sikkink. “This is something that’s ingrained in our thinking at PFL—selecting items that actually tie back to your brand values.”

Some practical favorites? “Travel, wellness, and everyday tools—think wireless chargers, hydrating gear, reusable grocery bags, journals, and snacks. These are items recipients actually use, every day, all year long,” Sikkink suggested.

The discussion topics repeatedly returned to one golden rule: “Start Early.” Supply chain volatility and shipping delays show no sign of disappearing. Sikkink laid it out: “To avoid inventory shortages and delays, place your orders by October 17. For pre-holiday delivery, it’s November 17. And for New Year’s gifts, aim for November 28.”

‍

Timing: The Biggest Holiday Hack

For late campaigners, greeting cards have slightly later cut-offs—but no matter the gift or card, the sooner, the better.

Once you have the timing straight, according to Storms and Sikkink, standout gifting starts with clear, brand-aligned design and a coordinated feel with your existing campaigns. But it’s the emotion that matters—gifts that spark “joy, nostalgia, or inspiration.” As Sikkink put it: “Make your brand stand out by leaving a lasting impression.”

Segmentation was a hot topic, as well. Storms explained: “Purposeful gifting starts by grouping your audience—VIP clients, lapsed customers, trusted vendors—and making sure the gift matches each segment’s interests and relationship with you.” The best campaigns intertwine digital and direct mail, with personalized QR codes, tailored landing pages, and digital coupon codes to drive follow-up engagement and measurable ROI.

Ideas that Connect

Some of the most memorable suggestions doubled as ready-to-run campaign ideas:

• Welcome gifts for new partners: Branded water bottle and a versatile tote, “items they’ll use every day.”

• Re-engaging quiet customers: Seasonal mug with a bag of coffee (the speakers’ choice: Grounds & Hounds Coffee Co., a brand that supports dog adoption).

• Thank-you for VIPs: A pancake-maker kit—a little quirky, but unforgettable!

• Stalled deals: Send a branded lunch bag with snacks and an invitation to chat through next steps.

Every idea reinforced the same theme: smart, useful, and—above all—personal.

But not everything is a slam-dunk. Sikkink shared some caution: “Tech gifts might be tougher to source this year, and shipping restrictions can be tricky—especially for perishables or anything international.” Nevertheless, pairing a food gift with a reusable tote or mug can extend your brand’s presence well beyond the bite.

Finally, the topic of scaling personalization was broached; Sikkink suggested harnessing data: “Variable data printing means you can personalize messaging—from names to milestones—without someone handwriting every card.” Storms added some tactical advice: “Before you even reach out to us, segment your audience and assign your budget. That way, we can come back with tailored ideas that are on-message and on-budget. Also, the most impactful gifts feel as if they came from a person, not a brand. When it’s personal, it feels memorable—and that’s what drives real connection.”

Sikkink concluded with a simple but crucial reminder: “You can’t control everything—shipping delays will happen. Just plan ahead, build in a buffer, and delight comes easy.”

Key Takeaways

• Plan early and expect delays.

• Choose essential, purpose-driven gifts that reflect your brand.

• Segment smartly and combine digital + direct for better engagement.

• Personalization and a human touch are what make holiday gifts memorable.