More and more companies are stopping with traditional Christmas hampers because of high waste (50% throw products away), low satisfaction and the lack of measurable impact. The alternative: choice gifts where employees choose from 1,200+ options themselves, with ~95% redemption and impact reporting.
Why More and More Companies Are Stopping with Traditional Christmas Hampers
The Christmas hamper is a Dutch tradition. But the numbers tell a different story: much of what companies invest in Christmas hampers doesn't end up where it should. This article shows why the shift is happening — and what the alternative delivers.
1 in 3 employees is dissatisfied with the Christmas hamper. 50% throw away unwanted products, 42% pass them on. More and more companies are switching to choice gifts: the employee chooses for themselves, nothing is wasted, and you get impact data back. Fiscally it makes no difference — both fall under the WKR.
The problem with traditional Christmas hampers
The Christmas hamper has existed for decades. And the concept is well-intentioned: you thank your employees for their efforts with a nice package. But in practice, companies run into four persistent problems.
Waste is the norm
Products that don't match the recipient's taste, lifestyle or dietary needs. From vegetarians getting meat packages to employees who are allergic to nuts. The result: a large part ends up in the bin or on Marktplaats.
One-way traffic
The employer chooses, the employee receives. There is no personalization, no input and no way to know whether it was appreciated. The Christmas hamper is a gamble — and that gamble increasingly turns out wrong.
Logistics are a nightmare
Physical packages need to be stored, distributed and sometimes delivered to home addresses. For remote teams or employees abroad, it becomes even more complex. Logistics costs can run up to 20–30% of the total budget.
No measurable impact
After handing them out, silence follows. You don't know whether the package was opened, whether the contents were appreciated, or whether it contributes to employee satisfaction. The budget has been spent, but the impact is invisible.
The numbers: what actually happens with Christmas hampers
Multiple studies paint a consistent picture: a large part of the Christmas hamper budget does not reach the employee as intended.
And when the package doesn't fit, there are three scenarios. None of the three is what the employer had in mind:
The conclusion is unavoidable: for a substantial share of employees, the Christmas hamper doesn't arrive as intended. The investment leaks away through waste, passing on and resale. View the full data in our Cadeo Unwrapped report.
The Marktplaats effect
Every year around Christmas, thousands of Christmas hamper items appear on Marktplaats. From air fryers to wine packages, from coffee machines to bath sets. This is not only a waste of budget — it is also a sign that the investment in appreciation is missing its target. Curious about a more sustainable alternative?
The shift: from package to personal choice
The trend is clear: more and more companies are moving away from the traditional Christmas hamper and choosing a model in which the employee chooses for themselves. This is no longer a niche — it is a structural shift in how companies show appreciation.
The logic is simple: if you can't predict what someone likes, let them choose for themselves. Instead of one package for everyone, each employee gets access to a collection of products, gift cards, experiences and donations. They choose what suits them.
| Criterion | Traditional Christmas hamper | Choice gift |
|---|---|---|
| Choice for recipient | None (employer chooses) | Full (recipient chooses for themselves) |
| Waste | High (50% throw products away) | Minimal (~95% redemption) |
| Personalization | Not possible | Own branding, message, collection |
| Logistics | Physical: storage, distribution, delivery | Digital: send link, no address needed |
| Suitable for remote teams | Difficult (addresses needed, international shipping) | Yes (digital, worldwide) |
| Impact data | None | Redemption, choices, timing, appreciation |
| WKR treatment | Free space | Free space (identical) |
| Budget range | €20–€75 (average €40–€50) | From €10 (same range possible) |
| Recipient satisfaction | Variable (depends on contents) | High (recipient chooses what they want) |
“Last year we gave 200 identical packages. This year employees chose for themselves. The difference in reactions was huge — from a dutiful thank-you to enthusiastic messages in the team chat.”
Why is this trend accelerating right now?
The shift from Christmas hamper to choice gift is not new, but it is being accelerated by three developments:
1. Remote and hybrid work is the norm
If your team works partly from home, partly in the office and partly abroad, a physical package is no longer practical from a logistics standpoint. Digital choice gifts solve this: you send a link, the employee chooses for themselves, regardless of location. No addresses needed, no international shipping. Read more about gifts for remote and international teams.
2. Employees expect personalization
In a time when everything is personalized — from your Spotify playlist to your news feed — a standard package for everyone feels outdated. Employees want something that fits them, not something that fits the average. 76% of employees prefer a gift with freedom of choice over a preselected present. Read more about creative ways to reward staff.
3. Companies want measurable impact
HR departments are increasingly being asked to substantiate the ROI of their initiatives. With a traditional Christmas hamper, that is impossible: you don't know whether it was appreciated. With a choice gift, you get impact reporting: when was the gift opened, what was chosen, how quickly was it redeemed? That data makes the difference in the boardroom.
Cadeo data: ~95% redemption
At Cadeo we see an average redemption rate of ~95% on choice gifts with 1,200+ options. Compare that with traditional Christmas hampers, where a large part of the value is lost on unwanted products. The difference is not in the budget — it is in how that budget is spent.
More data and trends can be found in our Cadeo Unwrapped report.
Fiscal: no difference between a Christmas hamper and a choice gift
A common objection: “but isn't the Christmas hamper more tax-efficient?” That's not correct. Both fall identically under the work-related costs scheme.
WKR 2026: identical for both
The free space is 2% on the first €400,000 of the taxable payroll and 1.18% above that. Both Christmas hampers and choice gifts are designated as final levy items. The Tax and Customs Administration makes no distinction between a physical package and a digital choice gift — as long as it is not exchangeable for cash and meets the customary standard.
For all fiscal details, see our complete WKR guide. Also see how to use gift cards for staff within the WKR most effectively.
The switch: how do you approach it?
Switching from Christmas hamper to choice gift doesn't have to be complicated. Most companies make the transition in four steps.
Evaluate your current approach
Ask your employees how they experience the Christmas hamper. How many products are actually used? What is the overall satisfaction? The answers are often sobering — and the perfect argument for change.
Determine budget and WKR room
Your budget doesn't have to change. A choice gift of €40 per employee costs the same as a Christmas hamper of €40. Check your free space and set the amount per employee. Read more about budget planning.
Choose the right platform
Look for three things: branding (can you offer it in your own corporate identity?), collection (is there enough choice?) and reporting (do you get impact data back?). Compare the options in our platform comparison article.
Communicate the change
Present it as an upgrade, not a cost-cutting measure. Focus on the freedom of choice: “this year you all choose what your gift will be.” Most employees respond immediately positively to more freedom of choice. See the employee experience.
Tip: start with a pilot
Not sure? Start with one department or office as a pilot. Compare the results (satisfaction, redemption, feedback) with the traditional approach. The data speaks for itself. Connect it to your HR system for maximum convenience.
Common objections (and why they don't hold up)
“But the Christmas hamper is tradition”
True. But traditions evolve. The Christmas hamper used to be a basket of groceries from the employer. Now it's a plastic box with random products from a supplier. The core of the tradition — showing appreciation — remains the same with a choice gift. Only the form improves.
“Employees enjoy unwrapping it”
That is true for part of your team. But for employees who are vegetarian and receive a meat package, or who are allergic and cannot eat half the contents, the unboxing moment is more disappointing than exciting. With a choice gift, every unboxing moment is a hit — because the employee chose it themselves.
“A digital gift is impersonal”
This is a common misconception. A choice gift doesn't have to be “bare.” With platforms like Cadeo, you present it in your own brand style, with a personal message from the CEO or manager. The employee opens a branded choice portal — that is more personal than a standard box.
“It must be more expensive”
No. Choice gifts start from €10. The budget per employee is comparable to a Christmas hamper. The difference: with a choice gift, on average ~95% of the budget is actually used by the recipient. With a Christmas hamper, budget leaks away through waste.
Conclusion
The traditional Christmas hamper was the standard for years. But the world has changed: teams work remotely, employees expect personalization, and HR departments must demonstrate impact. The data is clear: a large part of the Christmas hamper budget does not reach the employee as intended.
Switching to a choice gift solves these problems. Employees choose for themselves, nothing is wasted, you can offer it in your own brand style, and you get measurable data back. Fiscal treatment does not change — both fall under the same WKR rules.
The question is not whether companies will switch, but when. And the earlier you start, the more you learn from the impact data for next time. Check the business gifting calendar 2026 for the ideal time to start.
Frequently asked questions
This article was compiled on the basis of industry research into employee satisfaction with Christmas hampers, publicly available data on waste and resale, WKR regulations from the Tax and Customs Administration (2026), and platform data from Cadeo. Specific percentages come from multiple independent studies (2024–2025) and are broadly supported by industry publications.
