Top 10 Most Memorable Corporate Gift Campaigns: Lessons from the Best in Business

10 Memorable Corporate Gift Campaigns & Lessons for Success

Over the years, some corporate gift campaigns have not only delighted recipients but also cemented companies' reputations as thoughtful, innovative, and client-focused.  

What differentiates a run-of-the-mill gift from one that becomes a powerful marketing story? The best corporate gift campaigns do more than present a nice object—they encapsulate emotion, purpose, and strategic objectives. When clients and employees feel seen and valued, gifting becomes a tool for loyalty and advocacy.  

Throughout history, many organizations have executed corporate gifting campaigns that remain memorable benchmarks for success. These campaigns showcase the key elements of thoughtful, impactful gestures that go beyond superficial generosity. They have set the standard for what successful corporate gifting should aspire to be.  

Understanding the success of such campaigns requires analysis. What was the strategy behind the gifting? How did the companies align their gifts with their brand identity and audience preferences? Most importantly, what lessons can businesses take from these examples and apply to their own campaigns?  

From customizing gifts to aligning them with broader business objectives, these campaigns reveal invaluable insights about what works in corporate gifting. Similarly, identifying potential pitfalls helps ensure companies avoid missteps that could dilute the effectiveness of their strategies.  

Brands such as BloomsyBox have embraced these principles, integrating thoughtful, sustainable gifting options like their fresh bouquets into campaigns that emphasize care and connection. Their example, along with other standout efforts, showcases how businesses of all sizes can maximize the impact of their campaigns.  

This blog will explore three impactful corporate gift campaigns and draw lessons that businesses can use to elevate their own strategies. We will uncover how intentional choices resulted in memorable gifts and unshakable client loyalty—offering a masterclass in corporate gifting best practices.

How Apple Reinvented Loyalty with Its VIP Gifting Program

Apple is a master of creating loyalty among its customers and partners, and its gifting strategies are no exception. Their VIP gifting program, known for its blend of exclusivity and high value, demonstrates the power of aligning memorable gifts with a brand's premium identity.  

Apple’s most notable gifting initiative sent personalized iPods to influential partners and top clients. The campaign wasn't just about the product itself; each iPod came pre-loaded with a custom playlist curated to reflect the recipient’s interests. This level of personalization transformed a common corporate gift into a thoughtful, memorable experience.  

The campaign succeeded because it reflected Apple’s core philosophy—merging cutting-edge technology with personalized customer focus. By gifting a product deeply tied to their values, Apple created an experience that was on-brand and unforgettable. It wasn’t just a technology gift. It was a strategic gesture that carried emotional impact.  

Another aspect of the campaign’s success was exclusivity. The iPods were not for mass distribution, creating a sense of privileged inclusion. Clients felt uniquely valued, enhancing their perception of Apple as a truly customer-centric organization. This sentiment fostered deeper brand loyalty among recipients.  

Consistency in quality also played a critical role. Unlike some corporate gift campaigns that offer generic, low-impact items, Apple ensured each gift reflected the premium quality their brand promised. This alignment reinforced their audience's perception that working with Apple meant access to unparalleled value.  

An important lesson from Apple’s approach is the value of integrating meaningful personalization with tangible quality. Companies seeking to replicate their success should consider gifts that align closely with their industry and client interests. Whether it’s high-tech gadgets or a BloomsyBox subscription delivering fresh, personalized bouquets, thoughtful gifts that exceed expectations always stand out.  

Additionally, Apple showed that corporate gifting should be intentional. Rather than sporadic or seasonal efforts, this campaign was part of a broader relationship-alignment strategy. Business retention and goodwill were fostered because the gifts felt purposeful and thoughtful, rather than obligatory.  

Overall, Apple’s VIP gifting program provides a master class in how thoughtful, personalized items can shape how clients view a business. It’s a reminder that impactful corporate gift campaigns prioritize connection and value far beyond the object itself.

Coca-Cola’s Iconic Share-a-Coke Campaign

Coca-Cola’s Share-a-Coke campaign is one of the most well-documented examples of innovative corporate gifting. While centrally a marketing initiative, it also serves as an exemplary gift campaign, blending personalization with mass-market appeal.  

The campaign revolved around simple but striking concept—bottles customized with individuals' names. Coca-Cola successfully tapped into a universal desire for personalization, turning an everyday product into a uniquely meaningful item. This campaign is a perfect example of how small gestures can create massive emotional impact.  

Coca-Cola achieved notable success by leveraging relatability. The sight of a bottle with one’s name on it spoke to consumers on a personal level. Recipients felt acknowledged and seen—a powerful emotional connection that far exceeds the cost of the physical item itself. With this campaign, Coke turned an ordinary bottle of soda into a keepsake, creating memories instead of just transactions.  

Timing and scale also worked in their favor. By targeting the holiday season and other celebratory moments, Coca-Cola positioned their bottles as the perfect customized gifts. The campaign boosted Coke’s visibility not only as a brand but as a thoughtful gift solution for friends, family, and businesses alike.  

For companies looking to learn from this campaign, the most transferable lesson is simplicity. Gifting doesn't have to mean over-complicated items or grandiose gestures. An efficient, seamless gesture—one as simple as a name—has the potential to build long-lasting impressions if delivered with intention.  

This initiative also serves as a blueprint for scalability. Coca-Cola’s distribution network allowed them to personalize on a grand scale without losing intimacy. Tools like mass personalization software and on-demand production systems allow modern companies to replicate this efficiency across multiple gifting strategies.  

Businesses offering customizable services, like BloomsyBox with their bespoke fresh bouquet delivery options, can integrate this simplicity into personalized campaigns. Delivering gifts that feel unique to their recipients contributes to emotional resonance and enhances brand recall.  

Coca-Cola’s Share-a-Coke campaign shows the magic of turning ordinary products into special experiences through value-driven customization. It exemplifies how businesses can use thoughtful branding to create memorable campaigns that simultaneously strengthen relationships and reinforce core brand values.

Airbnb’s Localized Welcome Gift Kits

Airbnb’s approach to corporate gift campaigns is an excellent case study in fostering connection through thoughtful, localized gifts. Known for their focus on creating personalized travel experiences, Airbnb extended this ethos into their gifting strategy by crafting customized welcome kits for key hosts and corporate partners.  

The welcome kits included items curated based on the recipient’s location. For instance, a host in Portland might receive artisanal coffee and hand-crafted goods from local businesses, while a partner in Paris might find a selection of French pastries and wines. This hyper-local approach allowed Airbnb to celebrate the uniqueness of each recipient’s community while showcasing their own dedication to culture and personalization.  

The success of this campaign stemmed from its relevance. By showcasing the essence of local flavor, Airbnb aligned the gifts with its brand mission of “belonging anywhere.” The gifts became more than marketing tokens—they served as authentic connectors between the brand and its partners, fostering a sense of shared identity and purpose.  

Another crucial factor was the partnership with small businesses. By sourcing their items locally, Airbnb supported community growth while also adding an extra layer of authenticity to the gifts. This collaborative approach extended the impact of their gifts beyond the immediate recipients, amplifying goodwill at the community level.  

Recipients of these kits reported feeling appreciated and aligned with Airbnb’s culture, which is a masterstroke in creating loyalty and advocacy. It also established Airbnb as a thoughtful brand that pays attention to detail, further reinforcing their reputation as leaders in modern hospitality.  

Other companies can replicate this concept by integrating local flair into their corporate gifting campaigns. A brand like BloomsyBox, for example, might include regional floral varieties in their fresh bouquet delivery service, adding a personalized touch that connects with local communities.  

Airbnb’s campaign also highlights the importance of practical, high-quality items. By incorporating gifts that were both aesthetic and functional—like sustainable tote bags or locally made candles—the campaign combined usability with cultural resonance. It achieved a careful balance that recipients remembered long after the initial unboxing experience.  

This case study showcases the power of gifts that reflect the recipient’s environment. Whether through sourcing locally or incorporating cultural elements, companies who prioritize connection and relevance in their corporate gift campaigns are likely to yield exceptional results.

WestJet’s Christmas Miracle Campaign

WestJet’s Christmas Miracle campaign is one of the most heartwarming examples of how memorable gifts can create emotional impact. Taking corporate gifting to an entirely new level, they blended surprise, storytelling, and human connection to deliver an unforgettable experience that went viral.  

During the campaign, WestJet asked travelers flying to a holiday destination what they wanted for Christmas. Unknown to the passengers, the airline secretly worked to fulfill these wishes while they were in the air. Upon arrival, they were greeted with wrapped presents that matched their exact requests, from electronics to children’s toys.  

The sheer level of surprise and delight was what made this campaign a sensation. WestJet went beyond the typical promotional efforts to craft a meaningful experience tailored to individuals’ wishes. The result was touching, authentic, and highly sharable—a perfect example of combining corporate gifting with marketing storytelling.  

Another reason for the campaign’s success was its emotional resonance. The holidays are an emotionally charged time, and by delivering personalized gifts during this season, WestJet tapped into feelings of joy, generosity, and gratitude. These emotions didn’t just resonate with the recipients but also captured the attention of millions who watched the campaign unfold online.  

For businesses seeking to replicate this level of emotional impact, authenticity is critical. The gifts must go beyond material value to connect with the heart of the recipient’s desires or needs. Thoughtful gestures, like a year-long subscription to fresh bouquet deliveries from BloomsyBox, can create a similar sense of sustained delight and care.  

Another takeaway from WestJet’s campaign is the power of surprise. The unexpected nature of the gifts heightened their impact and reinforced WestJet’s reputation for going above and beyond. Companies can incorporate surprise elements into their own gifting strategies by timing them to coincide with unique moments or pairing them with unexpected personal touches.  

Arguably, one of the most influential aspects of the Christmas Miracle campaign was its scalability. The impactful nature of the campaign didn’t come at the expense of its feasibility. A well-coordinated effort allowed WestJet to deliver thousands of personalized gifts, all while remaining true to their overarching brand values.  

WestJet’s thoughtful execution also had a cascading effect, turning recipients into advocates. The recipients’ surprise and joy were shared with the world through social media, further amplifying the campaign’s reach and solidifying WestJet as a brand synonymous with care and generosity.  

This case study demonstrates how combining surprise, personal attention, and emotional timing can make corporate gift campaigns unforgettable. By tapping into universal feelings of compassion and celebration, businesses can achieve long-lasting impact, turning ordinary campaigns into extraordinary moments of connection.

Google’s Interactive Year-End Gift Packages

Google has consistently been at the forefront of creative and impactful corporate gift campaigns, and their interactive year-end gift packages are no exception. Designed to engage recipients while reflecting the brand's innovative essence, these campaigns offer a blueprint for gifting that prioritizes interaction and thoughtfulness.  

One standout initiative involved a puzzle-based gift. Recipients received custom-built puzzles that, when solved, revealed access codes to exclusive Google tools or events. This approach aligned perfectly with Google’s identity as a hub for problem-solvers and thinkers, ensuring the campaign felt authentically in sync with their brand.  

The interactivity of the gift was its defining element. Rather than simply delivering a passive token of appreciation, Google invited recipients to engage with the gift, turning the experience into an enjoyable activity. This was particularly impactful for partnerships rooted in innovation, where the gift symbolized shared values of curiosity and creativity.  

Another key factor in the campaign’s success was its exclusivity. By limiting the distribution of these interactive gifts to high-priority stakeholders—such as long-term collaborators and top-performing employees—Google ensured the recipients felt exceptionally valued. This exclusivity also created buzz among clients, further amplifying the campaign’s influence.  

The puzzles also contained personalized elements. For example, the activity or final reveal would align with the recipient’s role at the company or their contributions over the year. This careful attention to detail made the gifts highly memorable, forging a deeper connection between Google and its audience.  

An essential lesson for other companies is the importance of aligning a gift campaign with your brand’s ethos and values. Google’s campaign succeeded because it reflected their identity while thoughtfully engaging the audience. Similarly, brands like BloomsyBox, which emphasize eco-conscious and personalized gifting through fresh bouquet delivery, can craft campaigns that amplify their core characteristics.  

Finally, timing contributed significantly to this campaign’s impact. As a year-end gesture, it served not only as a thank-you but also as a symbol of looking ahead to future collaboration. By adding a reflective and forward-thinking dimension to their gifting, Google showed that the right timing could elevate the emotional depth and resonance of a gift campaign.  

Overall, Google’s interactive gift campaign highlights the importance of creativity, audience engagement, and thoughtful personalization. These elements turn a mere gift into an unforgettable experience, leaving a lasting impression on recipients and setting the gold standard for best practices in corporate gifting.

Sephora’s Loyalty Gifting Program

Sephora has long been celebrated for its ability to build a dedicated customer base, and much of its success can be attributed to its highly effective corporate gift campaigns within its loyalty program. Rooted in personalization, value, and emotional connection, these campaigns highlight how memorable gifts can nurture strong relationships with both customers and partners.  

Though primarily a consumer-facing initiative, Sephora’s Beauty Insider program can teach businesses valuable lessons about corporate gifting strategies that focus on tailoring the experience to the recipient. Members of the loyalty program receive personalized birthday gifts based on their preferences and buying habits—a gesture that ensures the gifts feel tailor-made for each customer.  

What makes these gifts stand out is their perceived value. Despite being relatively cost-effective for Sephora to produce, the curated beauty products align with the customer’s interests and preferences, creating a sense of exclusivity and care. Businesses incorporating gifting campaigns for clients can emulate this by identifying what adds the most value to their recipients.  

The predictability of the gifting cycle—gifts are received on birthdays or upon reaching loyalty tiers—also plays a role in its effectiveness. While surprises are impactful, predictable gifts tied to key milestones reinforce consistency and reliability. This consistency keeps Sephora top-of-mind for its audience, a principle that can apply to corporate gifting as well.  

Another standout element of Sephora’s approach is the experiential aspect. Recipients are encouraged to visit stores or online platforms to redeem their gifts, creating touchpoints for further engagement. Similarly, companies like BloomsyBox could use gifting strategies that incorporate “next-steps,” perhaps inviting recipients to choose their next floral bouquet or subscribe for ongoing deliveries.  

Sephora also excels in crafting a sense of community through its gifts. Highlighting shared values, such as giving members cruelty-free or eco-conscious products, builds trust and aligns with broader consumer expectations. For corporate gift campaigns, this serves as a reminder that aligning your gifts with mutually held values strengthens emotional connections.  

Finally, the scalability of Sephora’s loyalty gifting program is worth noting. With millions of members worldwide, they’ve successfully balanced mass distribution with personalization at scale, ensuring that each gift feels significant. Other companies can replicate this by using technology to execute thoughtful, data-centered gifting strategies without compromising on quality.  

Sephora’s program proves that simplicity, paired with understanding your audience’s desires, can make corporate gifting campaigns impactful and memorable. This case study demonstrates the power of thoughtful, consistent rewards in building long-term loyalty while offering an excellent reference point for best practices in personalized corporate gifting.

Amazon’s Personalized Employee Recognition Campaign

Amazon’s employee recognition gift campaign provides one of the most well-rounded case studies on corporate gifting best practices. It demonstrates a keen understanding of how internal corporate gift campaigns can create equally significant impacts as those directed toward clients.  

This initiative focused on recognizing employees who achieved significant milestones or made standout contributions within the organization. More than generic tokens of appreciation, these gifts were highly personalized to reflect each employee’s achievements, interests, or preferences. For example, employees might receive tailored experiences such as gourmet cooking classes or exclusive memberships based on their hobbies.  

What set Amazon’s gifting campaign apart was its connection to employee engagement. By aligning the campaign with their broader efforts to create a rewarding workplace, they strengthened both loyalty and morale. This effort wasn’t just about handing out items but about ensuring every gift felt uniquely relevant and tied to the recipient’s value within the company.  

Another standout feature was the campaign's scalability. Leveraging their data-driven resources, Amazon could track employee milestones, preferences, and feedback seamlessly. Such technology-backed strategies ensured that every recognition effort felt sincere, even in an organization of Amazon’s immense size. Businesses of all sizes can emulate this approach by employing CRM tools to personalize client or employee gifts at scale.  

Amazon also integrated branding into the gifts without overstepping into overt advertising. Subtle nods to the brand, such as custom-designed packaging or certificates of achievement, reinforced Amazon’s identity while keeping the focus on celebrating the individual. This balance is something other corporate gifting campaigns can replicate to maintain professionalism and authenticity.  

Timing and occasion played vital roles in this campaign’s impact. Employees were recognized at specific milestones, such as work anniversaries or project completions, delivering their gifts at just the right moments to maximize emotional resonance. This showcases the importance of aligning gift timing with significant events, a principle that applies equally well to client relationships.  

The results of Amazon’s campaign speak for themselves. Higher morale, increased employee engagement, and a stronger sense of loyalty came directly from the company’s ability to personalize and contextualize its recognition efforts. These principles translate seamlessly into external-facing corporate gift campaigns, offering insights for businesses striving to deliver memorable gifts to their clients.  

For companies looking to replicate Amazon’s success, blending personalization, thoughtful timing, and strategic branding into your campaigns is key. Whether it’s recognizing internal achievements or reinforcing client bonds, these principles ensure that every gift leaves a lasting, meaningful impression.

Microsoft’s HoloLens Launch Gifting Campaign

Microsoft took a futuristic approach to corporate gifting by integrating its product innovation into a highly memorable launch campaign for the HoloLens. This initiative demonstrated how corporate gift campaigns could double as powerful promotional tools while fostering dynamic client and partner relationships.  

To showcase the capabilities of the HoloLens, Microsoft gifted exclusive pre-release units to a carefully curated group of tech leaders, investors, and key business partners. These gifts weren’t just tokens of appreciation—they were invitations to join Microsoft on a cutting-edge technological journey. Recipients received personalized kits that included bespoke demos, educational materials, and opportunities for collaborative feedback.  

What made this campaign particularly effective was its exclusivity. By restricting the HoloLens gifts to a select audience, Microsoft not only sparked significant interest in its product but also created a sense of privilege among the recipients. This exclusivity sent a clear message of value and recognition, positioning the recipients as central contributors to the HoloLens community.  

Microsoft also used the gifting opportunity to emphasize its brand story. The kits highlighted the innovative applications of the HoloLens across industries—healthcare, gaming, education, and beyond—aligning the product with broader narratives that resonated with each recipient’s professional interests. Tailoring the messaging to the audience ensured the gift felt both thoughtful and strategic.  

Another brilliant aspect of the campaign was its focus on interactivity. Recipients weren’t simply passive users; they were invited to test, provide feedback, and collaborate on HoloLens features. This interactive element amplified engagement and strengthened Microsoft’s relationship with its partners through active participation rather than one-sided gestures.  

The campaign also illustrates the importance of aligning gifts with organizational objectives. With the HoloLens campaign, corporate gifting wasn’t an isolated effort but an integrated part of a larger business strategy. BloomsyBox, for instance, could employ a similar tactic by featuring cases in which their fresh bouquet delivery solutions have enhanced corporate environments, showing both thoughtfulness and utility.  

Timing was another important aspect of the campaign’s success. By delivering the HoloLens units ahead of the product’s public release, Microsoft built anticipation and ensured recipients felt connected to the early stages of an exciting innovation. This lesson underscores how well-timed corporate gifting can deepen bonds while aligning closely with broader goals.  

Finally, Microsoft demonstrated how carefully orchestrated corporate gift campaigns could create long-term ripple effects. Recipients became enthusiastic advocates, sharing their experiences with the HoloLens across networks and further amplifying the campaign’s impact. For other businesses, the key is weaving storytelling and collaboration into gifting efforts to deliver not just a product but a dynamic, memorable experience.

Spotify’s Soundwave Poster Campaign

Spotify’s Soundwave Poster initiative is a prime example of how personalized, data-driven corporate gifting can leave an enduring impression. This campaign was designed to transform intangible elements—listener habits and musical preferences—into tangible, one-of-a-kind artwork.  

As part of this gifting initiative, Spotify identified their top users and created custom posters that visually represented their most-played songs, playlists, or genres in the form of soundwaves. Each poster was designed uniquely for the recipient, making it not only a gift but also a personal keepsake that resonated emotionally.  

The brilliance of this campaign lay in its personalization. By tailoring every gift to the recipient’s specific tastes, Spotify ensured that the gesture spoke directly to their audience. This kind of hyper-customization makes gifts far more meaningful than generic alternatives and strengthens the connection between the giver and the recipient.  

The campaign also connected to Spotify’s core identity. By turning user data into art, the streaming giant showcased their innovative ethos. The gift wasn’t just a product—it was an expression of Spotify’s brand story and capabilities, which kept them top of mind for their recipients.  

Another factor contributing to the campaign’s success was its creativity. Converting soundwaves into visually appealing artwork expanded the idea of gifting beyond traditional formats. This artistry, paired with practicality, ensured the gifts held both sentimental and aesthetic value.  

For businesses seeking lessons from Spotify’s approach, the use of data insights stands out as a valuable takeaway. Leveraging customer or partner data—whether related to purchasing patterns, service milestones, or personal preferences—can produce gifts that feel deeply tailored. For instance, BloomsyBox could analyze client preferences to surprise them with specific floral arrangements, enhancing personalization.  

Finally, the campaign’s uniqueness ensured its memorability. Recipients were unlikely to forget a gift so uniquely tied to their personality. This case study demonstrates that when corporate gift campaigns fully integrate creativity, brand alignment, and audience insights, they can achieve remarkable impacts.

Tesla’s Teslaquila and Limited-Edition Merchandise Gifting

Tesla’s approach to corporate gifting consistently reflects their innovative and unpredictable brand personality. One particularly standout initiative was the gifting of their limited-edition Teslaquila bottles and exclusive branded merchandise to special partners and customers.  

One of the reasons this campaign worked was its exclusivity. Teslaquila was a rare item, offered in limited quantities, ensuring recipients felt like part of a select group. This exclusivity is a stellar example of how scarcity creates emotional value in corporate gift campaigns, leaving recipients with a sense of pride and appreciation.  

The bold nature of the gift also made it memorable. Tesla didn’t settle for traditional merchandise—it redefined branding by tying it to an unexpected product. Teslaquila, a nod to Elon Musk’s playful joke on April Fools’ Day, blended creativity with brand storytelling. Recipients were reminded not just of the Tesla brand but of its culture of fun and innovation.  

Tesla also succeeded in merging aspiration with functionality. While Teslaquila was a collector’s item, the accompanying gifts—such as branded apparel and accessories—served practical purposes. This balance between the high-end exclusivity of one product and the accessibility of others allowed them to cater to a range of preferences.  

Another key takeaway is how this campaign reinforced Tesla’s customer relationships. By gifting exclusive items to loyal supporters or VIPs, Tesla encouraged closer brand affiliation while generating organic buzz among recipients, many of whom shared the campaign on social media, amplifying its visibility.  

Tesla’s emphasis on exclusivity and originality aligns well with best practices in corporate gifting. A brand like BloomsyBox could similarly offer exclusive, one-time seasonal bouquets to key accounts, imbuing the gifts with unique value and emotional weight.  

Lastly, the integration of Tesla’s humor and brand essence gives this campaign widespread appeal. When a corporate gift isn’t just thoughtful but also surprising and enjoyable, it elevates the entire gifting experience. This case study highlights the importance of tying corporate gift campaigns directly to the uniqueness of your brand DNA for maximum impact.

Corporate gift campaigns serve as much more than mere gestures of goodwill—they are strategic tools for building loyalty, fostering relationships, and amplifying brand impact. The case studies explored throughout this blog demonstrate that memorable gifts stem from a combination of authenticity, creativity, personalization, and strategic timing.  

One vital takeaway for businesses planning their next gift campaign is that integration with your company’s values and identity is non-negotiable. Take the thoughtful work by BloomsyBox as an example—their gifting campaigns emphasize sustainability and beauty, aligning perfectly with their mission. By choosing premium gifts through reliable flower delivery sites like BloomsyBox.com, companies can offer tokens that leave a lasting impression.  

Similarly, campaigns like Spotify’s and Tesla’s showcase the importance of using memorable gifts to tell a story. Whether it’s personalizing a gift using audience data or adding unexpected flair with branded merchandise, these initiatives build emotional resonance that strengthens partnerships in significant ways.  

Corporate gifting also extends far beyond creativity—it requires planning and execution rooted in best practices. Clickable resources like corporate gifting sections allow businesses to explore tailored solutions that meet diverse needs. Tools like milestone tracking and automated personalization help businesses scale their strategies while maintaining the intimate feel of each gift.  

Ultimately, the most significant lesson from these campaigns is the emphasis on intent. A gift will only be as meaningful as the thought behind it. Whether you’re crafting an immersive experience like Google’s or curating carefully sourced items to celebrate individual milestones, authenticity and genuine appreciation turn any corporate gift into an impactful memory.  

The potential of corporate gift campaigns is immense, positioning them not just as strategies for retention but as meaningful ways to elevate professional connections. With guidance from the lessons shared here, any business can move closer to unlocking the full potential of thoughtful corporate gifting.