We've always heard it's the thought that counts when giving or receiving gifts. Granted this phrase usually accompanies grandma's latest hand-knitted atrocity, but it is especially apt in the promotional apparel market.

Holiday gifts show a company's appreciation for its customers' business, for vendor partnerships or for employees' efforts, and the holiday season is the perfect time to spread goodwill and cheer. But just passing out some T-shirts is not enough. A company that appreciates its customers enough to offer a holiday gift is likely to keep those customers, but the company that makes the extra effort to actually package the gift as such - shouldn't a present be presented, after all? - has an opportunity to demonstrate its innovation and creativity, as well as showing a little class.

No one is immune to the stress associated with the holiday season. Luckily, promotional product distributors are on top of finding elegant ways to help customers take advantage of the gift-giving season. Here is a sample selection of suppliers that have developed unique ways of helping their customers make the most of the holiday season.

For Carlsbad, Calif.-based golf/lifestyle apparel supplier Ashworth Inc., outerwear is the biggest seller during the holiday season. In fact, Ashworth's holiday program revolves around outerwear. For customers who order a certain number of garments, the company will package the garments in tournament gift boxes along with a free sleeve of golf balls. As an added incentive, the company will imprint the customer's company logo on the outside of the box, and will embroider logos up to 8,000 stitches on the garment for $1.

According to Kellie Claudio, national corporate sales manager for Ashworth, corporate spending drives holiday sales.

"This is a key time of year due to corporate spending," she says. "Whatever monies are left over at the end of the year must be spent or lost - great time to grab the business."

For fellow golf/lifestyle sportswear company Cutter & Buck, outerwear is also a popular choice for the holidays. The Seattle-based supplier is offering two new styles this year that are expected to do well as gifts.

"For 2006, we expect the new Micro Suede City Bomber for men and the new Ladies' Quilted Jacket to be big hits this season," says Jeff Smith, national corporate sales manager.

The company's brand-new holiday gift program revolves around Cutter & Buck pennant-branded gift boxes.

"We have launched a new holiday gift program for our direct-to-consumer business with the intent of offering a similar program to our corporate customer," says Smith. The company offers logoed boxes in sizes to accommodate shirts and sweaters, or outerwear. Gifts are wrapped with holiday themed tissue and sealed with a sticker. The customer can also choose to insert a holiday card.

Much of Capital Apparel's Colonel Littleton line is gift oriented. The Nashville-based company works very hard to ensure a quick turnaround so its customers can keep up with their orders during the busy season.

"Delivery time will depend on the type of personalization and the size of the order, but there is not another company operating in this industry that can compete with our timelines," says Kenny Markanich, president of Capital Apparel. "This is a unique advantage for distributors working with companies that have not yet purchased their holiday gifts."

A gift box may only hold the interest of small children and cats once the gift has been removed, but stylish gift boxes can give a company a greater presence before the presents are even opened. Capital Apparel offers custom-designed gift packaging with its products year-round.

"Most products are packaged in a parchment colored box with a nostalgic design that fits perfectly with our traditional Americana inspired products," says Markanich. "As a matter of fact, many customers have told us that our packaging is so attractive and unique that they don't want to spoil it, and choose instead to present their gift in our box with no additional wrapping."

Canyon Outback Leather Goods, based in New Ulm, Minn., has a unique option for holiday shoppers. The company offers gift kits that feature combinations of its leather products. The kits are available in 2-, 3- and 4-piece sets, and at 10 different price points so large or small companies can take advantage of the offer. The sets include everything from leather business card holders and luggage tags, to leather jackets and briefcases. The company's most popular kit is the portfolio/meeting folder and business card holder.

"We receive letters every day from distributors that state their customers are blown away with our concept - and the proof is in the pudding, we have a 71% re-order rate on gift kits," says Jamie Cimino, president of Canyon Outback.

The company also offers unique year-round gift-packaging options. Customers can choose between a metal rusted gift tin and a leather bow that matches the products inside.

"We are always working on innovative ways to package our products - it's very important in our industry to be fresh every year," says Cimino. "However, the ideas also have to be affordable. It's a known fact that we give away our tins with every gift kit order. As far as distributor self promotion, we give our distributors up to 25% off the gift kits and we don't charge for a set up."

One reason holiday shopping is so daunting is the multitude of choices. And not everything is appropriate as a corporate gift. Seattle-based SanMar helps its customers past this particular obstacle by weeding out the products that don't work for holiday gifts. The Holiday Gift Guide 2006 is a 20-page catalog featuring over 50 gift ideas.

"Instead of going to customers with a huge catalog of apparel that includes team and workwear that may not be appropriate for gift-giving, go to them with selected options that would make great gifts," says Lee Strom, senior marketing manager for SanMar. The catalog is divided into two sections: one section for smaller items priced under $20, and one for higher-end products.

"Our Holiday Gift Guide helps present a selection of gifts that's perfect no matter what a client's budget is," Strom says.

SanMar offers presentation boxes year-round. The company will wrap the product in tissue and even include the customer's card. As far as what to put in the boxes, Strom has a few suggestions:

"Bags, hats and other accessories are popular gift items because you don't need to worry as much about sizing, and they have universal appeal," he says. "Keeping the time of year in mind, outerwear is also a wonderful option - especially for those customers who are looking for higher-end gifts. Jackets and fleece are excellent incentives."

Lawrence, Mass.-based Gemline has streamlined holiday shopping for its customers as well. The company selected items from its product line that make the best holiday gifts, as well as introducing 10 new products.

"There are about 30 holiday products on special without minimums or with different quantity breaks," says Wendy Farrell, marketing manager for Gemline. Customers can show their appreciation for their own customers, and still have their logo on the item.

The company also modified its partnership with Wine.com just for the holidays. When customers purchase one of Gemline's wine bags, or any other wine accessories, they have the option of including a Wine.com coupon.

"We have coupons for $25 to over $100, so it's kind of a gift within a gift," Farrell says.

When considering giving apparel as a gift, it's always a good idea to avoid items that require sizing. Hats, blankets and bags make good gifts for the holidays, especially when making large orders. Blankets from Minneapolis supplier River's End Trading Co. are popular for the holiday season.

"We offer two blankets that come as part of a collection so customers can offer both a micro-fleece blanket and a wonderful matching quarter-zip fleece for both men and women, or we have a chenille collection with a blanket and two ladies' chenille sweaters," says Lori Anderson, marketing manager. She adds, "New this fall is a wonderful micro-velvet fleece scarf and hat set that match with a new quilted jacket/vest."

Another way to make a successful gift with wearables is to offer them as part of a set.

"If you are giving wearables it's nice to offer a set," Anderson says. "Some examples may be a 'Golf Package' with a nice Tommy Hilfiger golf shirt, a Tommy umbrella and golf balls; 'Winter Warm-Up,' a fleece top, pant and gym bag; or 'Fireplace Gift Set,' a fleece blanket and pullover fleece with a coffee mug, etc." A little imagination can help create a memorable gift idea.

New York-based Greg Norman Collection is introducing a gift box program - perfect for this holiday season. The boxes are provided to customers as an add-on sale. While apparel may not always be considered as a first choice for corporate holiday gifts, according to Dave Capano, director of corporate sales for Greg Norman Collection, the company's waterproof rain suit has been a success during the holiday season, as well as higher-end items like luxury PlayDry polos.

Bluffdale, Utah bag supplier OGIO doesn't gift-wrap any of its products. Instead, the company offers a custom hangtag option for customers looking for a way to personalize gifts. The company's most popular product for the holidays is the Layover, a carry-on size overnight bag. The bag features a Pullman handle and urethane wheels, as well as a three-inch expansion zipper, a vital feature for the trip home. The bag's hangtag, which includes product specifications, can be printed with a personalized message before it is shipped.

Spyder Active Wear is a company based in Boulder, Colo. that specializes in ski gear. As an outerwear company, Spyder products are a natural choice for holiday gifts. The company's Basics collection features items that are available in several colors and are easily logoed for corporate gift programs.

"In addition to the items in the Basics program, we offer custom logos on any other item including great winter holiday accessories in our catalog," says Andy Templin, corporate and team sales director. "Spyder's Basics collection of easily logoed items are all available in-stock, which makes the holiday selection both comprehensive and attractive to our customers."