Cost often creates friction in business. So here’s the big question: when does corporate gifting become a smart investment that drives revenue, and when is it simply an expense? For brands that want to build relationships and reinforce their identity, the answer isn’t always obvious.

Below, we’ll break down exactly when corporate gifting is purely an expense and when it’s a revenue driver. And it would be remiss of us not to use branded biscuits as examples. 

So, if you’ve ever wondered whether your gifting strategy is supporting your bottom line or just sweetening someone’s day, then read on.

When branded biscuits drive revenue

Branded biscuits become a revenue driver when they’re directly linked to sales, client acquisition, or fulfilling a contract. Here’s how you can turn biscuits into business:

💡 Incentivise Purchases & Upsells

Offer a complimentary biscuit with orders above a certain value, or run a “Buy X, get a free biscuit” promotion to boost basket size and repeat purchases.

💡 Lead Generation

Send biscuit “business cards” with a personalised note and a QR code or discount code, making it easy to track campaign effectiveness and book meetings.

💡 Product Launches & Events

Hand out bespoke biscuits shaped to match a new product at launches, or offer Live Biscuit Printing at trade shows to draw crowds and spark conversations.

💡 Customer Retention & Loyalty

Reward loyal customers with exclusive biscuits for milestones, or as a thank-you for referrals, turning clients into advocates.

💡 Corporate Gifting as a Paid Service

Include branded biscuits in onboarding kits or welcome packs as part of a paid package, positioning them as a value-add, not just a giveaway.

💡 Influencer & Partnership Campaigns

Send biscuits to influencers or business partners, leveraging their reach to generate new leads and brand exposure.

In these scenarios, the cost of the biscuits is a marketing expense directly tied to revenue generation, often tax-deductible, and measurable for ROI. Especially when tracked with QR codes or unique offers.

When branded biscuits are simply an expense

Not every biscuit is sent with a sales target in mind. Sometimes, branded biscuits are about goodwill, appreciation, or spreading kindness with no direct expectation of return.

 Examples include:

🎁 Thank you biscuit gifts to clients or holiday gestures.

🎁 Employee recognition for milestones or morale-boosting.

🎁 General event giveaways with no contractual obligation.

From a financial perspective, these are usually classed as business gifts (you are exempt from paying tax when gifting to employees under the value of £50). The cost is borne by the business as part of its relationship-building or brand awareness budget.

“A gift is something that is given to a person without receiving anything in exchange. It is offered voluntarily and without any expectation of a return.”
— HMRC Guidance

Strategic value beyond the numbers

Even when branded biscuit gifts are an expense, their impact goes far beyond the balance sheet:

• Every biscuit with your logo is a mini-billboard, reinforcing your brand identity.

• Thoughtful gestures deepen loyalty and encourage repeat business.

• Instagram-worthy biscuits spark organic buzz and word-of-mouth marketing.

Conclusion

Branded biscuit gifts are an expense only when they’re pure acts of goodwill, but they become powerful revenue drivers when strategically tied to sales, contracts, or direct marketing campaigns. The smartest brands know how to balance generosity with business goals, ensuring every biscuit delivers both kindness and commercial value.

So next time you’re planning a corporate gifting campaign, ask yourself: Is this solely an expense, or could it be the start of something bigger?

As biscuit strategists, we'd love to help you get the maximum result out of your corporate gifting campaigns. Get in touch today to discuss your ideas.