Business Reward Spending Spiked in Late 2025
Data from Giftbit showed that corporate incentive spending surged during the final two months of the year.
Updated on Sept. 29, 2026 in Spending
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Giftbit analyzed 2025 platform activity and found that companies significantly increased reward spending during the holiday season. Total reward value in November and December rose 94% compared to the January-October monthly average.
Why it matters
The shift highlights a strategic change in corporate behavior as businesses pivoted from customer loyalty campaigns in November to internal employee recognition efforts in December. Recipients also increasingly prioritized practical rewards over aspirational options during this period.
Grocery gift card claims surged 1,067% in December against a September-October baseline, while loyalty reward values grew 84% from October to November. December activity accounted for 56% of annual team celebration value.
The players
Giftbit
Giftbit is a digital rewards platform headquartered in Victoria, British Columbia, that provides businesses with over 1,500 gift card options for incentive programs.
The details
Corporate gifting patterns intensified in the fourth quarter as firms directed resources toward engagement and recognition. By analyzing 1,500 available reward options, the platform identified distinct spending waves characterized by a preference for functional goods over aspirational items.
Timeline
January-October 2025 served as the baseline period for business reward activity.
October 2025 acted as the baseline for monthly loyalty reward growth.
November 2025 marked a peak period for customer loyalty rewards.
December 2025 served as the peak period for internal employee recognition.
Market Dynamics
This activity follows the 2025 corporate incentive spending cycle, where seasonal spikes in gift-giving often mirror broader shifts in enterprise engagement budgets. The data captures the peak of this cycle, illustrating how specific reward categories dominated year-end expenditure.
Investors can monitor these shifts in corporate incentive spending to gauge enterprise health and discretionary B2B marketing budgets. Understanding these seasonal spikes provides insight into how firms prioritize cash allocation for talent retention and customer acquisition.
The takeaway
Companies should note that employees and customers increasingly favor practical rewards during the holidays to maximize real-world utility. Aligning corporate incentive programs with these data-backed preferences can improve engagement efficacy for future campaigns.
Further reading
For more on evolving enterprise budgeting, visit our Spending section.
Source note: This article includes information reported by Financial Post.
Live Poll
Do you believe businesses should prioritize customer loyalty incentives over employee recognition during the holidays?
