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  • Writer's pictureDebbie Goldfarb

The Art of Regifting: From Seinfeld to Business Strategy

Do you remember the 'Label Maker' episode from Seinfeld? It's where the term 'regifting' leaped from our TV screens into our everyday vocabulary. In this episode, Jerry receives a label maker as a thank-you gift from Tim Whatley, to whom he had given Super Bowl tickets. Elaine, who had previously gifted the label maker to Whatley, suspects it's the same one and accuses Whatley of 're-gifting.' The hilarity and awkwardness of the situation struck a chord, and just like that, a new social faux pas was born – or was it?


Post-Holiday Regifting: From Fruitcake to Fine Wine

Ah, the regifted fruitcake - a classic! I've had my fair share, each one making its mysterious rounds during the holidays, from one unsuspecting recipient to another. It's funny how these fruitcakes seemed to have more travel stories than most of us.

Fast forward to today, especially after the holidays, and it's all about bottles of wine. Haven't we all received that one bottle that seems like it's seen more places and parties than we could ever dream of? The evolution from fruitcake to wine in the world of regifting is almost like watching a social tradition grow up – from its awkward, gaudy adolescence to a more refined, albeit still quirky, adulthood.


Regifting in the Corporate Sphere

In the business world, regifting morphs into something more sophisticated. It's about creatively repackaging and rebranding products or services. Think of it as giving that fruitcake a gourmet makeover or turning that bottle of wine into a timeless vintage.

The Corporate World’s Guide to Regifting

So, how do you master this art in the corporate world?

  1. Content Makeover: That blog post from last year? Spruce it up, give it a new angle, and voila – fresh content without starting from scratch.

  2. Rebrand with Flair: Sometimes, all a product and/or service needs is a new look or a messaging tweak to hit the sweet spot in the market.

  3. Reposition Like a Pro: Allocating resources from the not-so-great to the absolutely-will-work-this-time projects.

  4. Targeted Regifting: Retarget and/or reposition your product and/or service to a different customer segment, location, or demographic. It's like finding the perfect new home for that regifted bottle of wine – where it's appreciated and valued.

Effective Strategies for Business Regifting

  1. Know Your Recipient (Audience): Just like you wouldn’t regift a fruitcake to someone on a gluten-free diet, understand your new audience before repurposing a product or strategy. It’s all about tailoring your approach to fit their tastes – not just rewrapping the fruitcake in fancier foil.

  2. Quality, Not Just Re-Glittered: Remember, regifting that bottle of wine doesn't mean you let it turn to vinegar first. Ensure your repurposed product or content is like that fine wine – better with time, never losing its essence or value.

  3. Seamless Makeover: Repackaging or rebranding should be as smooth as convincing your aunt her regifted scarf was hand-picked just for her. It’s all about making changes that blend in naturally, without leaving your existing audience wondering if they received the wrong gift.

  4. Gift Tag It Right (Effective Communication): Just as you’d attach a note to a regifted present explaining why it's perfect for them, communicate clearly why this 'regifted' product or service is now a treasure for the new audience.

  5. The Art of Re-Regifting (Monitor and Adapt): If your regifted fruitcake isn’t hitting the sweet spot, be ready to re-whip it into a brand-new dessert. Keep an eye on its reception and be prepared to make swift recipe changes as needed.

  6. Spin a Yarn (Storytelling): Just as you craft a story about how you thought of someone the moment you saw that regifted item, use storytelling to link the original product to its new form. A good tale can turn a regift into a coveted item.

Remember, in the world of business regifting, it’s not just about offloading that label maker you don't want.   It's about transforming it into something your new audience will appreciate as invaluable. It's like finding the perfect home for that fruitcake or bottle of wine – it’s all about matching the gift with someone who truly appreciates its unique charm and utility.


Need personalized advice on your marketing and branding strategy? Email me at Let’s explore how 'regifting' can become part of your business success story!

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