The “Too Nice to Use” Problem in Premium Corporate Gifting

 


As more and more companies put focus and funds behind giving high-end or luxury branded products as gifts, we are seeing significant increases in the dollar amounts spent on these items. Whether it be extravagant desk products, gourmet collections or some of the finest collectible pieces, the goal of these products is to impress, create a moment of delight and indicate the value of the corporate gifting relationship.

The problem is that, ironically, many business gifts are being appreciated and praised when received, yet they generally find themselves placed into the back of some corporate storage area where they are hidden from sight. 

This situation has created the growing phenomenon that industry experts are now calling "too nice to use", referring to the way in which premium branded gifts have been treated by individuals who receive them.

What Is the “Too Nice to Use” Problem?

Corporate premium gifts often suffer from "Too Nice to Use" syndrome when recipients perceive them as overly expensive, fragile, or inappropriate for daily use. Instead of utilizing these gifts, recipients may leave them unopened because they're waiting for a special occasion to give them use. They may also not want to risk damaging them by using them in their everyday life.

This creates a major branding issue, as the best corporate premium gifts are those that get used instead of just being looked at.

Why Luxury Corporate Gifts Often Go Unused

  • Excessively Formal Gifts: Luxury tokens are often made to look impressive rather than practical for daily use. Gifts made of heavy materials or with high-gloss finishes and/or decorative designs may signify prestige but often deter from being used on a daily basis. Gifts that are displayed in a manner that resembles something you would see in a museum seldom become part of an individual's daily routine.
  • Fear of Damage or Loss: When the recipient perceives the premium corporate gift as being very expensive or irreplaceable, there is an instinctive tendency to not use it at all to avoid scratches, spills and/or breakage. The recipient's apprehension of damaging something high quality far exceeds the benefits of using the gift as designed to supplement their relationship with the corporation.
  • Lack of Functional Relevance: Although many corporate gift items look attractive and appear to be well designed, they often do not fit seamlessly into the recipient's typical daily activities and lifestyle. Therefore, once received, the majority of these luxury gifts serve as decoration or storage.
  • Over-Branding Colliding with Over-Polish: The combination of prominently placed logos and high-quality finishes typically creates a conflict of identity. As such, recipients will be reluctant to utilise these premium gifts in a public setting or when representing their employer in a social situation. Luxury should not be a focal point; luxury should harmonise with the everyday experience.

Why This Problem Matters in Corporate Gifting

Corporate gift-giving's primary purpose is to foster emotional bonds with the recipient through brand recall and collateral visibility into future purchases.

Premium corporate gifts, if not used or displayed, clearly miss all three of these goals.

An unused gift occupying drawer space produces no brand visibility, no emotional connection from the giver, and therefore, is of no value to either party, regardless of how much was spent on it.

The Psychology Behind Usable Premium Corporate Gifts

Consumer research indicates that the majority of people find the most value in thoughtful gifts when they:

  • Are incorporated naturally into people's lives everyday
  • Are perceived to be interchangeable instead of breakable
  • Provide comfort versus excitement

The most quality luxury gifts are not treated as special, but rather, are used repeatedly by the recipient.

This is why businesses that have smart corporate gift strategies see greater success than their competitors who only send out expensive gifts.

Function First, Luxury Second

Corporate gift items that are most successful begin with being of use.  Drinkware should fit an individual's daily habits.  Tech accessories should support an individual's work routine.  Desk items should create a comfortable working environment.  Luxury should be used to enhance functionality rather than to replace it. 

Subtle Branding Builds Trust

The use of Minimal branding makes corporate gift recipients more willing to make use of their corporate gifts openly and frequently, as the recipients do not feel like they are 'walking advertisements' for the company. The visible, yet "quiet" use of corporate gifts has a much stronger impact than the loud display of the corporate logo.

Examples of Premium Corporate Gifts That Get Used

All of these items are perfect Corporate Gifts offering a quality gift that most will use every day.

Redefining Luxury in Corporate Gifting

Corporate gifting at its highest level is based on what makes something ‘luxurious', rather than how much the item costs. A carefully selected luxury corporate gift sends the following signals to the recipient:

  • It shows that you respect their lifestyle
  • It shows that you understand their everyday needs
  • It shows that you have confidence in your company's identity

Luxury corporate gifts, when they feel welcoming and friendly, are no longer seen as "too elegant to utilize", but instead viewed as trusted friends.

How Businesses Can Avoid the “Too Nice to Use” Trap

  1. User-test corporate gifts in real-life situations.
  2. Ask, "Will this be used on Monday morning?"
  3. Consider comfort, ergonomic design and appropriateness.
  4. Design should be classic and uncomplicated, not overly trendy.
  5. Use a reasonable balance of high-quality materials and durability for the gift.

Through this method, the corporate giving investment creates actual engagement from employees.

Where Dausto Fits In

It takes more than just good intentions to solve the "too nice to use" issue. The solution requires finding the right partner.

At Dausto, we offer businesses a platform on which they can:

  • Browse a large inventory of corporate gifts available for bulk purchase.
  • Choose from an assortment of luxurious and useful items.
  • Personalize items in ways that do not overwhelm consumers with excess branding.
  • Provide the best combination of cost, quality, and function.

If you are making luxury gifts for leaders, premium gifts for business partners, or everyday gifts for employees, Dausto can help brands provide gifts that will be enjoyed rather than just stored.

Final Thought

In contemporary corporate giving, the measure of success is not based solely on the price tag of the gift, it is based predominantly on the frequency of the use of the item by the recipient as an integral part of his or her daily routine. 

Premium corporate gifts designed to fit into the recipient's everyday life become more than mere decorative icons of the brand; they are transformed into real relationships between the recipient and the brand and thus create true value.

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