NEW YORK(AP)
Workers shouldn't count on lavish gift baskets or
monogrammed cufflinks from their employers this holiday season.
As companies face tighter budgets and layoffs in a tough U.S.
economy, analysts and industry data suggest a slowdown in employee
gift-giving. While financial worries have many consumers curtailing
their spending, companies are scaling back their budgets as
well.
Sherry-Lehmann, a 74-year-old wine and spirits shop in
Manhattan, has seen some corporate customers _ mostly law firms,
real estate companies, and Wall Street firms _ trade down to
cheaper items.
"We're seeing more interest in less expensive items as
the economy struggles," said Chris Adams, Sherry-Lehmann's
executive vice president.
Adams expects this to continue as the holiday season approaches
and more companies start ordering gifts for their employees. He
says sales of pricey Champagne have declined, while sales of
sparking wine and wines priced between $15 and $30 are rising.
David A. Schick, managing director of equity research for Stifel
Nicolaus, says he expects many companies will cut back on ordering
gifts for their employees, "based on where budgets are right
now."
A survey by the American Express OPEN Small Business Monitor,
which asked 768 businesses nationwide about spending habits, found
that the intensifying financial meltdown was leading companies to
rethink gifts for their employees. Around 29 percent of businesses
surveyed in October said they planned to give gifts to their
employees, down from 46 percent in August.
"Business owners are feeling pinched and have held off as
long as they could, but they have no choice this year," said
Alice Bredin, small business adviser to American Express OPEN.
For the companies that provide corporate gifts, rising
unemployment is also having an impact, Schick said _ since layoffs
mean fewer employees for companies to give gifts to.
Upscale luggage company Tumi, which has a large corporate gift
business, says corporate customers appear to be ordering more
expensive items, albeit fewer pieces.
"We're seeing a flight to quality, but the numbers
cut," said Mike Landry, the company's director of special
markets. "There are fewer people getting gifts. If there were
150 people before, now it's more like 60 or 70."
The nation's unemployment rate soared to a 14-year high of
6.5 percent in October, the government said, as another 240,000
jobs were cut. Given the thousands of layoffs on Wall Street this
year, many businesses will likely see orders soften this holiday
season, as bankers have typically been well-rewarded by
employers.
Some companies have insulated themselves from swings in demand.
Schick said Tiffany & Co., for example, does not depend greatly
on orders from corporations after scaling back its corporate
business several years ago.
"It's far less important to them, but that's not to
say it's not important at all," Schick said.
Tiffany spokesman Mark Aaron said the company's
corporate-gift segment is not a large portion of its overall
business, but said the unit posted a double-digit gain in sales
from January through July.
Others are trying to spur demand by advertising more and holding
special events for corporate clients. Adams said Sherry-Lehmann
ramped up marketing efforts by advertising in The New York
Times.
Vineyard Vines, a Stamford, Conn.-based apparel company that
makes neckties and other merchandise popular among Wall Street
bankers, hosted preview events this year in New York City and
Boston for its corporate customers. Spokeswoman Lindsey Worster
called the event "a great success."
"Last year our custom business doubled. This year,
we're up about 20 percent," Worster said.
Some businesses also still see the value in maintaining their
corporate image, especially among clients, and keep this in mind
when rewarding employees.
One of Tumi's most popular items, Landry said, is a business
case _ a functional item that an employee can use in their
day-to-day activity, and especially important in sales.
"Companies want their salespeople to walk in with a nice
business tool," Landry says. "Budgets are getting cut and
expenses are being slashed, but companies still get the fact that
they have to reward employees."
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