Holiday Gifting Secrets Your Loyalty Members Wish You Knew

Every year, brands invest heavily in loyalty programs designed to retain, reward, and re-engage their best customers. But in 2025, loyalty members are sending a clear message: recognition matters more than ever, and most brands aren’t delivering it during the one moment that it matters most.

The holiday season is the emotional peak of the consumer calendar, a time when people feel more nostalgic, more connected, and more receptive to brand gestures. According to Snappy’s 2025 Holiday Gifting Report, 50% of people are more excited about the holiday season this year compared to last year. Customers are primed for joy, generosity, and connection, and the brands that show up meaningfully during this season can build loyalty that lasts long after the holidays. 

But there’s a twist: loyalty program members overwhelmingly want holiday gifts…and most brands aren’t giving them. 

This year’s data reveals exactly what loyalty members wish brands understood about holiday gifting and how brands can turn this missed opportunity into a competitive advantage. 

‍Most Loyalty Members Aren’t Receiving Holiday Gifts, But They Want Them

Holiday gifting is a powerhouse loyalty lever, yet most brands aren’t using it. 

68% of customers have never received a holiday gift from a brand through a loyalty program, and yet, 58% say they want to receive holiday gifts from brands. 

This is a massive gap between customer expectations and brand action.

Think of what loyalty members are telling brands here: 

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• “I opted in”
• “I engaged with you”
• “I choose you over competitors” 
• “I want a deeper relationship”

And brands are mostly silent during the most emotionally meaningful moment of the year. 

For loyalty teams, the takeaway is clear: the holidays are not just another month on the calendar; they are the most impactful window for strengthening customer relationships in a way that feels personal, human, and memorable. 

‍The ROI: Holiday Gifting Makes Customers Feel Better About Your Brand…For Months

One of the most compelling insights from the 2025 Holiday Gifting Report is that holiday gifting doesn’t just create a good moment; it influences brand perception long-term. 

• 86% of consumers say a gift from a brand positively impacts how they view the brand
• 35% say the positive impact lasts 1-3 months
• 29% say the impact lasts longer than 6 months

This means a single well-chosen holiday gift can improve brand affinity through: 

• Q1 New Year Purchases
• Spring seasonal campaigns
• Ongoing retention initiatives 

In other words, the ROI of holiday gifting extends far beyond December. 

Brands often spend heavily on multi-touchpoint loyalty marketing programs, but holiday gifting delivers long-term emotional impact with one single investment. 

‍Loyalty Members Want To Feel Known, Not Just Rewarded

Traditional loyalty programs have focused on transactional rewards: points, discounts, and occasional perks. But the data shows that customers want something deeper, especially during the holidays. 

78% of customers feel like the brands they’re loyal to understand them as customers

75% say their loyalty programs feel personal to their interests

This means customers want to believe brands know them, and they want evidence of that understanding. 

The most impactful gifts deliver on three emotional drivers: 

• 39% say surprise and delight improves their perception of a brand
• 31% say monetary value matters
• 30% say “feeling known by the brand” drives positive perception

Brands can earn significant loyalty points simply by demonstrating that they understand their customers as individuals, not just as members of a rewards system. 

‍Holiday Gifting Timing Matters: December is the Moment

Customers don’t just care about what they receive; they care about when they receive it. 

62% say December is the right time for brand gifts to arrive. 

Pre-Holiday gifting that lands in November may feel like an operational win for brands, but for customers, timing is emotional. Holiday gifts that arrive in December feels festive, intentional, and aligned with the season’s spirit of celebration and reflection. 

This gives brands a clear window for maximizing impact: Plan to deliver gifts in early to mid-December when customers are most receptive and emotionally connected to holiday gestures. 

‍Customers Want Help Choosing Gifts, And They Want Choice When They Receive Them

Customers may believe that they are easy to shop for, 87% say so, but the reality tells a different story: 

• 70% of people have received gifts they didn’t want
• 45% say the hardest part of gifting is picking the right gift for someone
• 29% have regifted at least one holiday present

This creates a clear opportunity: brands don’t need to guess what they’re customers want, they can work with Snappy to offer choice.

In fact, 75% of people would love to choose their own gifts. 

Choice-based loyalty gifting eliminates the guesswork on both sides. It ensures customers get something they’ll genuinely value, while brands avoid the risk of sending irrelevant or unwanted items. 

‍A Personal Touch Matters: Notes, Messaging, and Meaning

One of the simplest and most overlooked ways to make loyalty gifting more impactful is by adding a note. 

74% of customers say a note makes brand gifts meaningful. 

This aligns closely with the emotional drivers behind brand gifting: 

• Customers want to feel appreciated
• They want acknowledgment for their loyalty
• They want to feel seen and valued

A personalized “thank you” message from the brand can turn a simple gift into a meaningful moment. 

But there’s a missed opportunity: 

• 19% of customers who received a gift didn’t have a way to say “thank you” back

With Snappy, your gift recipients have the option to send a thank you note immediately after choosing their gift, giving marketing and customer teams real-time feedback. 

‍Loyalty Gifting Isn’t Seasonal, It’s Strategic

The data paints a clear picture: loyalty members want meaningful holiday recognition, and the impact of a single personalized gift extends far beyond the season. 

Meaningful gifting: 

• Drives stronger emotional connection
• Improves brand perception
• Increases loyalty and retention 
• Differentiates errands in crowded markets
• Honors customer choice and individuality 

In short, holiday gifting is the loyalty strategy brands can’t afford to overlook.

Loyalty members are asking for recognition. 

They want to feel known.

They want surprise and delight.

They want choice.

They want to feel valued, not just rewarded. 

Brands that embrace meaningful, personalized gifting in 2025 will stand out, build deeper loyalty, and create stronger relationships that last long after the holiday decorations come down. 

Holiday gifting is an investment that pays dividends long into the new year. 

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