Israeli Companies Shift Holiday Gifts Amid Economic Trends

A recent survey by Va'adim Company reveals evolving trends in employee holiday gifts in Israel for Rosh Hashanah 2026. While digital options like gift cards and app-based rewards are prevalent, tangible gifts remain significant, with 30% of employees still receiving physical presents. The overall market for these gifts is estimated at over 5.5 billion shekels.

The value of gifts varies widely, ranging from 200 to 1,400 shekels per employee. Employees at the Airports Authority received the highest average gift at 1,400 shekels, followed by those at IAI's MLM factory and Elta, both receiving 1,300 shekels. Tech companies also offer substantial gifts, with SuperPlay and Genpact Israel employees receiving 1,000 shekels, and Playtika employees receiving 950 shekels.

Data from BUYME indicates a slight increase in the average gift value to 501 shekels from 468 shekels in 2025. While the finance sector leads with an average of 645 shekels, it saw a decrease from the previous year. Conversely, the security and cleaning sectors experienced a significant 50% rise in average gift value, reaching 566 shekels. Energy and environment sectors saw a 39% increase, and transportation and automotive sectors rose by 38%.

Experts emphasize a shift towards personalized choices, with employees seeking gifts that feel specifically chosen for them. This trend is supported by a US study showing that 73% of employees consider personalization a key factor in employer recognition. Many employees are even adding their own money to upgrade their gifts, with popular items including vacuum cleaners, coffee machines, and smart home devices.

However, a contrasting perspective from Swish suggests the average employee gift is around 300 shekels, similar to the previous year but lower than the Passover gift. Swish also notes a trend towards digital gifts and gift cards, with 38% of redemptions occurring in fashion and lifestyle stores, and 29% in grocery chains. Despite economic challenges, the average gift budget remains stable, but redemption choices are increasingly influenced by the cost of living.