Gifting in retail has undergone a quiet but powerful transformation over the last decade. What was once centred on physical products and predictable occasions has evolved into something far more emotional, social, and experience-driven. Today’s consumers aren’t just buying gifts — they’re buying moments, stories, and something worth sharing.

Experiences are the new status symbol

Modern gifting is increasingly about how a gift feels, not just what it is. Experiences have become one of the most desirable forms of gifting, driven by a cultural shift toward memory-making over material ownership.  A weekend getaway, a curated tasting experience, or even a beautifully presented unboxing moment can hold more value than a traditional product alone.

What’s changed most is that experiences don’t end with the recipient — they’re shared. Social media platforms like Instagram and TikTok have turned gifting into content. People love to post the moment they receive something thoughtful, unique, or beautifully wrapped. A gift that photographs well, tells a story, or creates a moment of surprise has a much longer lifespan than the transaction itself.

Companies like Airbnb Experiences, Apple, and LEGO understand this deeply. Their products and services are designed to spark joy, creativity, and shareable moments — whether it’s building something together, learning a new skill, or unboxing a product that feels premium and intentional.

Personalisation and the Power of “This was Made for You”

Alongside experiences, personalisation has become a major driver of gifting behaviour. Shoppers expect retailers to help them give something meaningful, not generic. Platforms like Etsy and Not On The High Street have led the way by connecting customers with makers who offer customised, small-batch gifts that feel thoughtful and human.

Even retail giants like Amazon, Target, and Walmart now invest heavily in AI-driven recommendations, curated gift guides, and occasion-based filtering to remove friction and improve relevance.

The Rise of Everyday and Corporate Gifting

Gifting is no longer limited to holidays and birthdays. “Just because” gifting, employee recognition, client appreciation, and milestone moments have become year-round opportunities — particularly in the Corporate space. Businesses are recognising that gifting is a powerful emotional touchpoint, strengthening relationships and reinforcing brand values.

This is where presentation becomes critical.

How Kudos elevates Gifting through Packaging and Presentation

Companies like Kudos play a crucial role in this new gifting landscape by helping brands wrap, pack, and present their products in ways that enhance the overall experience. Kudos works with businesses to create gifting solutions that feel premium, intentional, and on-brand — transforming a standard product into a moment worth opening, remembering, and sharing.

From branded packaging and sustainable materials to curated gift sets and fulfilment support, Kudos enables companies to deliver gifts that look as good as they feel. In a world where unboxing is often shared online, this attention to detail directly impacts brand perception and emotional connection.

Sustainability and Values-Driven Gifting

Finally, today’s consumers care deeply about impact. Brands like Patagonia and The Body Shop continue to lead by offering ethically sourced, sustainable gift options that align with modern values — proving that thoughtful gifting can also be responsible.

Retail gifting has shifted from objects to experiences, from transactions to stories, and from private moments to shared ones. The brands and partners shaping this space — through innovation, presentation, and purpose — are the true movers and shakers redefining how we give.