Corporate gifts have long ceased to be a mere formality for the holidays. For partner teams in the industry, they are a communication tool, a way to say thank you, emphasize brand values, and leave a lasting impression.
We talked to our partners about how they choose gifts, whether utility or emotion is more important to them, where the line between creativity and excessive pomp lies, and why some things should never be given as gifts.
We present real-life experiences, honest arguments, and different approaches that have one thing in common: a gift should say something about the brand and its attitude towards people.
How did you decide on gifts for your partners?
Anastasia, Head of PR One Partners
For us, there is always one key question when choosing a gift: “Will it be useful for everyone?” This is a fundamental point, because we wanted to please not just one person, but the whole team. That is why we were looking for a universal option, namely a gift that is not tied to lifestyle, age, or individual preferences.
Kostya, Creative Director, Wild Wild Group
When choosing New Year’s gifts, we first worked with categories — we divided all partners into “Super-TOP,” “TOP,” and “Media Partners.” Personally, I don’t consider this approach cynical or cold. Of course, we value and respect everyone, but from a business perspective, special gifts should be a symbol of loyalty for working with us — a kind of thank you.
Next, we determined and approved a budget for each category and looked for something really cool and useful within that budget. I am fundamentally opposed to “unnecessary” merchandise, things that, as Taras Tsymbaliuk would say, are just ‘cool’ and that’s it.
Our main criterion for selection is very simple: would I wear or use this myself? If the answer is a definite “yes,” then that’s the option for us.
Olena, PR Manager at Bob Farm
We always strive to give our partners not just a box, but a real New Year’s mood. Caviar for the festive table, New Year’s toys, or similar details: such elements must be included.
Our key goal was a sincere desire to thank them for their cooperation and support during these difficult times for everyone.
Daria, Community & Marketing Manager at JimPartners
We discussed many options. But in the end, we decided to preserve the New Year tradition — a large communal table where you can taste something new and unusual, have sincere conversations while tasting in a warm atmosphere. After all, when else but on New Year’s Eve can you gather and unite the team with a toast of sparkling wine?
Alina Melnyk, Head of PR Dep at Traffic Squad
This year, we didn’t go with the classic Christmas format. We wanted to do something authentic, something about people. That’s how the idea for “Voice it up” by Traffic Squad came about.
Because affiliate marketing isn’t just about numbers, offers, and conversions. It’s about people. With their own personalities, experiences, and voices. There is always a person behind every result, and it was important for us to highlight that. We decided to remind our partners that their voices matter. And we really want these voices to be even louder, more confident, and without unnecessary doubts in 2026.
Alexander Macedonian, CEO of Triangles
When it comes to New Year’s gifts, there is always a desire to choose something based on the following criteria:
- it should be something useful;
- different from what others give;
- unexpected;
- pleasant.
Polina, Head of PR Space Profit Team
We started with the question: what will this gift say about us without words? The key was to combine meaning, quality, and relevance. The gift should continue the brand’s communication, be as thoughtful, honest, and without unnecessary pomp as our work with partners!
Polina, Brand Manager MB Partners
We observe and communicate with our target audience a lot. Our partners often give us feedback on what they really liked and what they use. This helps us a lot in generating ideas for the future. Also, simply looking through stories helps a lot.
For example, the idea for a heated blanket came about just like that: I saw that many of my friends who work remotely use such blankets. It is crucial for us that the gift fits organically into the partner’s real life.
Anna, HR Traffic Jet
We didn’t start with a budget, but with a feeling. We wanted the gift to feel like a thoughtful gesture rather than an obligation: useful, warm, and in line with the brand’s character. The key question was: will this gift remain with the person after the holidays, or will it disappear into a closet?
Maria-Victoria, PR Manager at Makeberry
Our standard is “berry good.” We adhere to it in everything we do, including gifts. Therefore, it is crucial for us that the gift is of high quality, appropriate, and truly long-lasting. If it has no practical use or meaning, it is not the Makeberry format.
What is more important to you in corporate gifts—utility or emotion?
Anastasia, Head of PR One Partners
Utility is certainly important, but it is emotion that creates a memorable moment. In our case, Santa’s red bags became that element. They turned the presentation into a surprise and evoked a feeling of returning to childhood, the very wow effect that was then echoed by warm and very positive reactions.
We saw how it worked and understood that the form of presentation sometimes speaks louder than the gift itself.
Kostya, Creative Director, Wild Wild Group
We believe that utility should always be backed up by emotion. Emotion without benefit is possible, but temporary. Benefit without emotion, in essence, does not work. That is why this is a win-win combination.
When you are given, for example, a magnet with the logo of someone else’s company, yes, it’s nice. But you are unlikely to hang it at home, let alone in the office. On the other hand, when you receive, say, a new electric toothbrush that you couldn’t afford yourself, it’s both a wow effect and a daily reminder in the morning and evening of this loyalty during your usual routine.
Olena, PR Manager at Bob Farm
First and foremost, it’s useful, but with warmth and care. We wanted people to feel positive emotions and pleasant sensations when opening our gift box, which would later turn into warm memories and become practical.
Daria, Community & Marketing Manager at JimPartners
We always pay attention to the benefits not only for one person, but for the whole team. We are in favor of a thoughtful, practical approach both in our work and in pleasant bonuses.
Alina Melnуk, Head of PR Dep at Traffic Squad
Any gift is about emotion. About that moment when you are sincerely happy and catch yourself smiling. But it really has value when you can feel the care behind the gift.
For us, it is important that a gift not only elicits a “wow” reaction in the moment, but also leaves a lasting feeling of care and support. Because it is from such small things that trust, partnership, and that emotional connection are born, which cannot be measured in numbers, but can be felt very well.
Alexander Macedonian, CEO of Triangles
I think it’s the benefit. Because, in general, the emotion already arises when the recipient sees the package in the NP app. So the key is to make sure that the emotion doesn’t fade away upon receipt.
Polina, Head of PR Space Profit Team
For us, it’s not an “either/or” choice. The ideal gift is something useful, enhanced by emotion. If something is useful but doesn’t evoke any feelings, it quickly disappears from view. If there is emotion but no meaning, then it’s a one-time effect. We are looking for balance.
Polina, Brand Manager, MB Partners
Usefulness. If a person really and regularly uses a gift, it is extremely valuable. Every positive experience with a gift automatically strengthens the attitude towards the brand. It is important for us to give not a gift for a single moment, but a gift that will be useful for a long time. As with gifts, in business partnerships we are focused only on the long term.
Anna, HR Traffic Jet
Without emotion, a gift will not be remembered. For example, a glowing gin: here you have a lamp, here you have a warming drink, and here you have a little New Year’s miracle if you shake it. That’s why we always look for balance: so that the gift brings emotional joy and at the same time continues to work with the person.
Maria-Victoria, PR Manager at Makeberry
We don’t contrast usefulness and emotion, we combine them. For Makeberry, one of the key criteria in partnership is value, so we choose gifts that provide real value and look appropriate in a business context. At the same time, it is important for us that the gift strengthens the emotional connection. The best option is when it is useful, personalized, and memorable, leaving a pleasant aftertaste.
This year, one of the elements of our New Year’s gift was a handmade toy in the form of a horse from the Ukrainian brand GUNIA. For us, it’s about meaning and emotion: something that lasts a long time, evokes warm memories, and brings positivity every year, decorating our partners’ Christmas trees.
Describe your brand with one object
Anastasia, Head of PR One Partners
In our case, the metaphor of a navigator probably describes us best. One Partners is a guide for partners in the affiliate industry. Our managers don’t just provide the tools to get started, they help you find the right route and navigate it confidently and safely, from start to finish.
Kostya, Creative Director at Wild Wild Group
Our brand in one object? Hmm, I guess it would be a golden horseshoe. It combines the luck we bring, a sense of value and elitism, a moment of excitement, and at the same time an element of security. After all, the horseshoe protects horses, which for us are symbols of our directions.
Olena, PR Manager at Bob Farm
Keys. They are always at hand and can be useful at the right moment. They can be used for their intended purpose, or you can use them to open a beer in nature, becoming part of our community.
Daria, Community & Marketing Manager at JimPartners
JimPartners is a safe. A large, sturdy, reliable safe, inside which are stored the top offers for leading geos and the best rates.
Alina Melnуk, Head of PR Dep at Traffic Squad
I associate Traffic Squad with a sports car: it goes fast, never lets you down, and you like it at first sight 😍
Alexander Macedonian, CEO of Triangles
Considering that a lot of philosophy and conceptual things are invested in the brand, I think it’s impossible to fit it all into one item. Every year we come up with something new as a gift. This year, we had a kind of digital pack, which was about convenience, digitalization, and usefulness.
Polina, Head of PR Space Profit Team
It’s not exactly an item, but still) It would be a mini garden in bloom, because we value stable development: relationships, projects, and communications grow with care, and when they blossom, the effect is impressive!
Polina, Brand Manager MB Partners
A high-capacity power bank.
Because MB Partners is about reliability at any moment. When you are charged to the max and pouring out volume, we are right there and don’t let the process stop. Our offers hold up to the load, the conditions don’t change on the fly, and communication is direct and to the point. That’s why people work with us for a long time and to their advantage.
Anna, HR Traffic Jet
It’s impossible to choose just one. Because every element of the gift carries a part of our brand: warmth and care, movement and dynamics, light and a sense of celebration, and a scale of thinking that goes beyond the ordinary. Together, they form a complete story, just like our brand.
Maria-Victoria, PR Manager at Makeberry
Berry.
Our slogan is “We make, you get a berry,” and we convey this idea not only in business but in every interaction with our partners. For Makeberry, the berry is a symbol of a shared “harvest” of results, consistency, and stable growth.
Our berries first appeared as soft toys during SiGMA Rome, where Makeberry debuted with a stand. But this is not a one-time story: we plan to create a collection of characters for each country where we will be present at conferences. This time it was Julia the berry with pizza and pasta in her hands — the heroine of our Roman story. Who will be next? Follow us on social media and you’ll find out very soon.
What corporate gift would you never give again and why?
Anastasia, Head of PR One Partners
Gifts “for the sake of it” are about quantity, not quality, and that’s definitely not our story. They don’t evoke emotions and are easily lost among dozens of similar ones.
For us, a gift is a continuation of the brand’s story, its face. That’s why One Partners is all about creativity, attention to detail, and a sincere desire to surprise in this context.
Kostya, Creative Director, Wild Wild Group
We do not adhere to this position. If the phrase “you would never give it to anyone else” means a situation where the gift has already been given and it did not work, then we have not had such cases. Our gifts are always well thought out within the budget and receive extremely warm feedback. So it makes perfect sense to continue giving them.
When it comes to losing exclusivity, there are indeed some nuances. You have to agree that it would be strange to give the same person a projector twice in a row. But that doesn’t mean you can’t give such a gift to other partners.
The only thing we definitely don’t repeat is extremely personal, intimate things. For example, when we congratulated a partner on their marriage and gave the bride and groom a romantic horse ride. Repeating the same gift at another wedding would mean losing its uniqueness. That’s why it’s always important to be creative and know the person well.
Olena, PR Manager at Bob Farm
When it comes to unsuccessful gifts, we can say with confidence that we have never had any in our practice. Any banal corporate gift can be presented in such a way that it will really be appreciated. Everything we give has a history, a concept, and a soul.
Daria, Community & Marketing Manager at JimPartners
Never say never! We probably won’t give standard merchandise, such as a T-shirt or notebook, for New Year’s.
Alina Melnyk, Head of PR Dep at Traffic Squad
I am all for creativity without limits, so we don’t have a blacklist of corporate gifts. But there is one golden rule: everything in the gift must work right away, so that there are no questions like “where is it…?”
Oleksandr Makedonskyi, CEO of Triangles
Here I can make a list: a blanket, a basket with treats and alcohol (i.e., no food sets), merchandise (well, definitely not for New Year’s).
Polina, Head of PR Space Profit Team
Universal “token” souvenirs. Things that have no context. Such a gift says nothing about the brand, and silence in communication is always a losing proposition.
Polina, Brand Manager, MB Partners
There is no specific thing that we would never give as a gift. But for us, poor-quality gifts are taboo. Even a simple thing like a hoodie can be made cool thanks to the cut, materials, and idea. And you can ruin everything by skimping on quality. We always choose quality because it definitely pays off.
Anna, HR Traffic Jet
Gifts that others have already given. Repetition is not our style. We value uniqueness in everything: in our work and in our gifts.
Maria-Victoria, PR Manager at Makeberry
We never give and will never give “gifts for the sake of gifts” — things of poor quality, without attention and without meaning. For Makeberry, a gift is an extension of the brand and a sign of respect for the partner. Therefore, we do not choose anything that devalues this respect. We are for personalization, quality, and meaning.