Corporate gift giving is the ultimate form of target marketing. When run correctly, corporate gift programs can help establish or enhance critical relationships and become a cost-effective means of recognizing activities that benefit the business. According to many surveys, most business gifts are given to major clients. After that come employees, then prospective clients. Reasons for gift giving range from thanking long-standing customers for their business to recognizing a valued employee for working on a weekend. The general reason is the same: to affirm relationships and enhance the personal connection between giver and recipient.