By Rosanne J. Thomas

Another holiday season is here, and with it comes the inevitable, daunting uncertainty: What to do about holiday gifts? Business gift giving always presents a challenge. Corporate downsizing and belt-tightening have affected discretionary budgets into which gifts often fall, making the question of whether gifts are even appropriate this holiday season loom much larger. When we add to these concerns the uncertainties over whom to recognize, what to give, and how much to spend, the prospect of choosing holiday business gifts may intimidate even the most seasoned professional.

Yet, as always, a business gift is a powerful tool, and one not to be overlooked. Study after study shows that a thoughtfully selected and presented gift of high quality and taste can indeed help cement relationships with customers and employees alike. Following some simple guidelines will ensure that your gift appropriately and impressively expresses your gratitude to the people responsible for your success: your customers and employes.

• In general, avoid giving personal gifts such as jewelry or clothing, as your intent may be misconstrued. Alcohol may also send the wrong message in today's image conscious business environment. Gender-neutral gifts, such as pens, picture frames or plants are appropriate.
• Gifts need not (and generally should not) be expensive. A beautiful card with a handwritten note of thanks to your client or employee is an elegant and perfectly acceptable choice. As people celebrate the season differently, non-religious holiday cards are recommended.
• Although bosses may give gifts to employees, employees are not expected to reciprocate. Higher-ups may be embarrassed by such an expenditure, and an extravagant gift from an individual employee may send the wrong message to the boss and/or co-workers. Group gifts are acceptable, however, if a gift to the boss is the holiday tradition in your office.
• If you elect to feature your corporate logo on the gift, be sure the item is useful and of the highest quality, with the logo discreetly imprinted. This gift will serve as a permanent reminder of your organization, and the recipient will likely use it if the logo is understated.
• Do thorough research if your gift recipients include people from other cultures. There are a host of items you would wish to avoid, depending upon the culture of your client's country. For instance, letter openers and penknives are not given to Japanese clients, as they symbolize the severing of relationships. A leather pencil holder would be a fine gift in the U.S., but a major faux pas in India, where cows are sacred. Gift giving in the international arena is prevalent and important, and must be given a great deal of consideration.
• At least half the gift is in its presentation, and the packaging enhances the item's perception of value. The box should be of good quality, elegantly wrapped with a card enclosed, and presented in person, if possible. Attention to these details underscores the value of the employee or client, maximizing the impact of the gift and the investment you have made.