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Summary of our market study
In France, the business gift market is estimated at over 850 million euros
The global business gift market, estimated at between 77 and 125 billion euros, is growing, with personalized products accounting for over 40% of the market.
The value of corporate gifts averages between 30 and 65 euros, with a notable trend towards personalized gifts without a company logo, perceived as more authentic and less like marketing material.
Ecological and "Made in France" products are attracting strong interest, while the distribution of promotional items continues to be effective at corporate events.
Trends in the French business gifts and promotional products market
In France, the business gifts segment alone is estimated at over 850 million euros. The broader market for communication by object is worth around 1.3 billion euros.
Gifts are 80% used to maintain and build loyalty in professional relationships, and to celebrate events.
More than half use them to stimulate and motivate partners and employees.
Customers are the main recipients of corporate gifts (90%), followed by company staff.
Small and medium-sized businesses, with between 1 and 50 employees, form the largest group of buyers. 47% of companies spend less than 30 euros on gifts.
Over 75% of companies consider "Made in France" to be an influential factor.
Market players in the business gifts and promotional products industry
- Vegea is a leading distributor of business gifts and promotional products
- Cadactuel
- Igo
- Cecop
- Jordenen
- PF Concept France
- Adler
- SubjectRama
- SOL'S
- Lagardere
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Business gifts and promotional items are marketing tools that create direct contact with the intended target, whether prospects, customers, suppliers, partners or employees. They can play a decisive role in the marketing strategy of a company or public body, as they can be used to thank customers, capture the public's attention, motivate staff, build a solid brand image, create a dialogue with customers or prospects, accompany an advertising campaign, and so on.
The market for business gifts and promotional items covers two very specific segments, which nevertheless overlap in many situations:
- Business gifts are defined as gifts, generally of medium value, intended for a customer or buyer to maintain good business relations. But the business gift market generally encompasses corporate gifts in the broadest sense, used to build loyalty and stimulate employees, and often given during the festive season.
- Promotional items are objects generally bearing a brand's name and logo, offered to customers and prospects. They are distributed as part of an overall communications campaign. The trend, however, is away from mass campaigns, with the rise of the personalized gift niche.
This is a growing sector, with over 91% of French companies offering business gifts at least once a year. on a global scale, the CAGR (compound annual growth rate) for the personalized gifts market is 9.4% over the period 2023-2029.
This dynamic can also be explained by the upmarket trend in the sector: business gifts are becoming personalized, eco-responsible and made in France. The quality of gifts is improving, so that they don't end up in the garbage can or forgotten at the bottom of a drawer.
1.2 The global market for business gifts and personalized gifts
It's difficult to estimate the size of the business gifts market, given the diversity of the products involved and the limited information available on this particular sector.
It is, however, possible toobtain data on the market for personalized gifts, which may include business gifts. worldwide, it represented $**.* billion in ****, and is ...
1.3 The French business gift market
In ****, the French business gifts market was estimated at between *** and * billion euros. "Its size is difficult to estimate due to lack of data, but it continues to grow", explains Nathalie Cozette, director of the specialized trade show Omyagué. In ten years, the number of exhibitors has more than doubled, from ...
2 Demand analysis
2.1 An important element for many companies
Over **% of French companies offer corporate gifts to their customers at least once a year. Nearly a quarter repeat the operation at least four times a year, or once a quarter or more.
Frequency of purchase of business gifts for customers France, ****-****, in %
The practice is now widely established in ...
2.2 Purchasing budgets on the rise
The average budget for a business gift is between ** and ** euros. However, companies are prepared to spend more when the gift is intended for a customer, rather than an employee.
This figure has risen in recent years, in line with the move upmarket in business gifts, as Nathalie Cozette, director of ...
2.3 Beneficiaries' expectations not always met
Business gifts are still very much appreciated by those who receive them. For **% of employees, such a gift "gives pleasure". However, **% also admit that they quickly throw away the gifts they receive, or leave them at the bottom of a drawer. [***]
The recipients of these gifts want first and foremost to ...
3 Market structure
3.1 The market value chain
The business gifts market is highly segmented, with many different players involved in the sector:
manufacturers of various products ; importers ; distributors and wholesalers ; communication agencies ; advertisers ; etc.
The Fédération française des professionnels de la communication par l'objet (***) has drawn up a diagram showing the organization of the promotional ...
3.2 Distribution dominated by direct relationships with suppliers
More than three out of four companies purchase their business gifts directly from the supplier concerned. Trade shows and fairs are still very important, with nearly **% of companies choosing them, while retailers and distributors are contacted just under half the time. BtoB marketplaces and communications agencies continue to play a minor ...
3.3 Distributors specializing in business gifts and promotional items
Although not always sought after by companies looking for gifts, there are many players specializing in business gifts, promotional items and other goodies. These are generally distributors, offering companies a range of products and services that can be used as business gifts. In France, around *** wholesalers and *,*** distributors rub shoulders in ...
3.4 For gift specialists, a growth segment
Specialized gift brands (***) are also major players in the business gift market. Professional customers represent a growing market for them. They can therefore put in place offers aimed at this audience, in order to appeal to companies: customizable products, specific prices, etc.
Some even tend to specialize exclusively in the BtoB ...
4 Offer analysis
4.1 A very broad offering
The catalog of business gifts that can be bought and given is vast. In ****, French companies favored gastronomic products and gourmet parcels, followed by office accessories and champagnes, wines and spirits. Fashion accessories, leather goods and high-tech items complete the top *. Many other categories follow: textiles, decorative items, culinary accessories, various ...
4.2 Prices are rising, but must not become too high
The price of a business gift can vary widely, depending on the nature of the product or service offered, its characteristics, its place of manufacture and so on. According to Nathalie Cozette, director of the specialized trade show Omyagué, the average price of a business gift can be set at around ...
4.3 Upmarket and CSR, two major trends
Traditional business gifts are still widely appreciated: gourmet baskets, bottles of wine or champagne, office accessories, fashion accessories, leather goods, etc. At the same time, however, a number of trends show that the sector is evolving and new practices are emerging.
More upmarket business gifts
The move upmarket is particularly marked ...
5 Regulations
5.1 Regulatory and tax framework
The market for business gifts and promotional items is becoming increasingly regulated in France. Promotional items are defined as gifts that visibly and indelibly display the company's identity. The distribution of these products is regulated by the tax authorities, who have established the principle of no VAT deduction for goods sold ...
5.2 Regulations governing suppliers of promotional products
Suppliers of promotional products are subject to very strict regulations. The aim is to oblige them to comply with manufacturing standards for the various products they can offer. [***]
The ROHS standard: limits the use of hazardous substances (***) in the design of electrical and electronic equipment; REACH: prevents the use of chemical ...
6 Positioning the players
6.1 Segmentation
- Vegea Vernon Gendron
- Cadactuel
- IGO - Plato Group
- CECOP
- Jordenen
- PF Concept France (Groupe Polyconcept)
- Le Cadeau Affaire (OVDP)
- Cadeaux d'affaires Adler
- France Cadeaux
- ObjetRama
- Liberty & Co
- La Boîte à Objets (Enesis Communication)
- Good Act
- Cadoétik
- Giffits France
- Mes Objets Publicitaires (MOP)
- SOLO Group (SOLO Invest)
- Wonderbox
- Illicado (Illi&Co)
List of charts presented in this market study
- Main occasions for giving business gifts
- Frequency of purchase of business gifts for customers
- Key benefits of business gifts
- Size of companies concerned by business gifts
- Business sectors concerned by business gifts
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Latest news
Gift boxes: Wonderbox is not going to buy Smartbox - 15/12/2023
- Wonderbox's takeover of Smartbox, announced almost a year and a half ago, has been abandoned
- Project halted due to potential monopoly problem
- The new entity would have represented between 40 and 45% of the gift box market.
- Competitors such as MyBeezBox and Airbnb, which has also developed its own gift cards, are gaining ground on the Internet.
- The current trend is for traditional gift boxes to decline.
- Wonderbox has accelerated in the fast-growing entertainment segment.
- Wonderbox is targeting 10% growth this year.
- Smartbox generates 365 million euros in sales.
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