New research reveals employees reject one-size-fits-all recognition in favor of personal choice and genuine appreciation.
The end of the year used to come with a familiar script. A big office holiday party. A gift basket filled with spreads left to gather dust in the back of the cupboard. Maybe a branded drink bottle if things got wild. But new research from GroupTogether shows a fundamental shift in how U.S. employees want to be recognized and celebrated at work – and it has very little to do with mandatory parties or one-size-fits-all gifts.
Across two national surveys spanning more than 2,300 employees, the message is remarkably consistent. Workers want choice, practicality and gestures that respect their time. More importantly, they want appreciation delivered in a way that feels personal, not performative. Gestures such as gift cards and extra time off came out on top.
The Data: What Employees Actually Want as a Year-End Gift
GroupTogether’s research reveals a clear hierarchy of what employees actually want to receive at the end of the year. The survey of 1,045 U.S. workers showed:
- 47.9% voted for a gift card; the most popular choice by far
- 17.8% prefer a gift basket
- 15.9% want a personalized thank-you note
- 14.4% chose a team meal or experience
- 4% voted for “other”
GroupTogether Co-Founder Ali Linz says this simply confirms the truth most people already know:
“The secret to a good work gift? Give people what they actually want, not what you think they want. Let them choose.”
“Giving the GroupTogether AnyCard lets each person choose the gift cards they want. What’s more, the super stylish digital unwrapping experience makes it feel special and personal.”
The message is undeniably consistent: employees value practicality and personal choice over generic or one-size-fits-all gifts – that’s some damning evidence against company swag.
The Data: What Employees Want from the Office Holiday Party
In a survey of 1,297 U.S. employees:
- 28.7% want no party; they’d prefer a half day off
- 20.9% still enjoy a company-wide event
- 18.2% prefer an activity such as an escape room or class
- 17% want a team lunch
- 13.4% said they don’t care what the company does
- 1.8% voted for “other”
GroupTogether Co-Founder Ali Linz notes the shift reflects deeper changes in workplace culture:
“Employees still want to feel appreciated, but not everyone enjoys a large formal event. Even just some extra time back often feels more meaningful,” she says. “If you want employees to feel truly valued, a thoughtful gift or personal message can make more impact than a compulsory party.”
With hybrid and remote work now standard, companies are increasingly replacing the once-mandatory party with smaller gatherings paired with practical gifting.
The Red Thread: Simplicity, Personalization and Choice
Across both surveys, the pattern is unmistakable:
- Employees want less ceremony, more authentic appreciation.
- They prefer practical perks over polished events.
- They value choice over assumption.
- They want recognition that feels personal, not performative.
This aligns with a broader cultural shift toward flexibility, autonomy and meaningful work-life balance.
Why HR Teams Love It
More business owners and leaders are swapping large parties or one-size-fits-all gifts for solutions that feel more human and scalable – especially for distributed teams.
To meet the needs of what HR teams, managers and business owners are looking for, GroupTogether has launched a new eGift Cards platform – enabling companies to send 1 or 1,000+ eGift Cards in just minutes that still feel personal and special.
Why companies already love it:
- Empowering choice: Send the AnyCard and let recipients select from 150+ leading brands, including Amazon, Target, Walmart, Airbnb, Grubhub and more.
- A personal touch at scale: Every employee experiences a digital gift-unwrapping moment that feels curated just for them.
- Branded and meaningful: Include a digital greeting card featuring your company logo and a message that reflects your team’s culture.
- Simplified management: Track delivery, monitor engagement and resend gifts with a single click, all from your dashboard.
- Flexible and easy: No platform fees, no minimum spend – just thoughtful recognition made simple.
By giving employees the freedom to choose from hundreds of top brands and experiences, corporate gifting shifts from a careless routine of going through the motions to a meaningful and useful demonstration of gratitude.
Julie Tylman, Co-Founder of GroupTogether, says the goal is to combine simplicity with genuine warmth:
“We wanted to make it effortless for companies to give a gift that employees actually love. It takes minutes, but feels meaningful.”
She also notes the emotional impact of pairing a digital gift with a thoughtful message:
“Whether your team chooses a lunch, an activity or no party at all, you can still finish the year on a positive note. A thoughtful gift with a personal message leaves a lasting impression.”
From Obligation to Appreciation
If the last few years have transformed how and where we work, this year’s data shows it’s also transforming how we celebrate.
Today’s workforce wants:
- Flexibility
- Autonomy
- Simplicity
- Personal recognition
- The ability to choose what actually matters to them
Recognition isn’t just nice – studies show it’s powerful. Employees who feel genuinely appreciated are seven times more likely to be fully engaged (Perceptyx), with 82% of those recognized at least monthly saying they feel enthusiastic about their jobs (Achievers Workforce Institute). We also have studies showing a massive 88% of employees feel that meaningful recognition impacts their job satisfaction (Nectar).
Inversely, recognition also impacts retention: employees who feel undervalued are twice as likely to plan to leave within a year (Gallup). But here’s the key insight: it’s not just about giving a gift, it’s about giving choice. Research from the American Psychological Association shows that when people can choose what matters to them, they feel more autonomy, satisfaction and connection. That’s why one-size-fits-all gifts can feel impersonal, even obligatory, leaving staff less than impressed with the gesture.
That’s the philosophy behind flexible gifting solutions like eGift Cards and the AnyCard. By offering hundreds of brands and experiences to choose from, companies empower employees to pick something they actually want – whether it’s a coffee shop they love, a new tech gadget, an experience that excites them or even getting their groceries sorted for a month. This sense of personal agency transforms recognition from a routine transaction into a meaningful moment.
The result? What we’re all aiming for – improved employee engagement, loyalty and connection across teams, and perhaps more importantly, your employees feel seen.
GroupTogether is a leading platform for workplace gifting and celebrations, used by more than one million people worldwide. Designed to make gifting easy and meaningful, GroupTogether helps companies organize gift collections, group cards and eGift Cards with zero hassle for birthdays, farewells, milestones, end-of-year gifts and more.
Reference Links:
Perceptyx: https://blog.perceptyx.com/7x-more-engaged-data-shows-impact-of-meaningful-employee-recognition
Achievers Workforce Institute: https://www.achievers.com/au/resources/state-recognition-report/
Nectar: https://nectarhr.com/blog/employee-recognition-statistics
Gallup: https://www.gallup.com/workplace/358082/struggling-suffering-employees-twice-likely-leave.aspx
American Psychological Association: https://www.apa.org/research-practice/conduct-research/self-determination-theory
Written by Ali Linz.
