For a firm, corporate gift-giving becomes a whole-year affair

Businesses operating in a growing economy like the Philippines normally face competition that keeps on heating up as more enterprises set up shop to take advantage of a rise in consumer spending.

To build customer loyalty, more and more companies resort to giving away freebies and gifts all-year round—not just during the traditional Christmas season, according to Raquel Z. Romero, general manager of World Expo and Concepts Inc. (Worldexpo), which organizes the annual Corporate Giveaway Buyers’ Show.

“The bulk of corporate gift-giving is still during Christmas, but now it has become steady throughout the year. Before, we used to have ‘dry seasons,’ but not anymore,” Romero said in an interview.

Since the economy is doing better, companies’ orders of gifts for clients have been rising steadily, benefiting suppliers of gift items.

In the case of the Corporate Giveaways show, the number of suppliers participating has been climbing the past few years, and this year’s staging will be no exemption, according to organizers. Corporate Giveways 2014, to be held on July 9 to 11 at the SMX Convention Center, will showcase about 140 booths from 90 companies, and is expected to attract up to 10,000 visitors, or more than that of last year, pegged at over 8,000, Romero said.

Last year’s show, she said, generated about P200 million in sales, orders and leads for participating exhibitors.

“This year, we have a 51-percent bigger exhibit space,” Romero added, which she attributed to the rise in demand for business gifts, premiums, promotional ideas as well as merchandise incentives.

Romero said all types of companies—from sole proprietorships and small and medium enterprises to big multinationals—now find it important to shower clients with gifts.

Apart from the traditional corporate gifts such as paper products, writing instruments, gadgets and accessories, bags and wallets, garments, and personal care goods, Corporate Giveways 2014 will also showcase office solutions and food and beverage gift options.