Rosh HaShanah 2026: Israeli Employee Holiday Gift Market Surpasses ₪5.5 Billion
A comprehensive survey for Rosh HaShanah 2026 reveals that the employee holiday gift market in Israel has surpassed ₪5.5 billion. While digital apps and deep personalization are expanding, physical gifts remain surprisingly popular among workers.
The tradition of holiday gifts for employees has evolved significantly over the years. What once started as a standard item chosen by the employer—such as cookware sets, bedding, or home appliances—gradually shifted to gift vouchers and digital plastic cards. By 2026, employee choice has become the baseline standard. The next phase is deepening that choice: offering enough variety so that employees can find something that truly fits their needs.
The Shift Toward Digital and Personalized Gifts
Despite the digital transformation, tangible gifts remain remarkably resilient. According to a survey conducted by the Vaadim company for Rosh HaShanah 2026, covering over 1,200 workplaces in Israel, 30% of employees will receive a tangible gift, and another 30% will receive food chain vouchers. Meanwhile, 25% will receive their holiday bonus via a dedicated mobile app, 10% will get a combination of a voucher and a physical item, and only 5% will receive a direct bank transfer. Jacob Alush, CEO of Vaadim, noted that the fact that about a third of employees still receive physical gifts proves that tangible items still hold significant value in the digital era. The total market value for Rosh HaShanah 2026 gifts is estimated at over ₪5.5 billion.
"The fact that about a third of employees still receive physical gifts proves that tangible items still hold significant value in the digital era," says Jacob Alush, CEO of Vaadim.
Disparities Across Sectors and Companies
The survey highlights substantial gaps in gift values, ranging from ₪200 to ₪1,400 per employee. Topping the ranking are employees of the Israel Airports Authority at ₪1,400, followed by Elta and Israel Aerospace Industries' MLM plant workers at ₪1,300, and Bank Yahav employees at ₪1,250. Jerusalem Municipality staff, the Jewish Agency, and Amot Investments will receive ₪1,200, while Mekorot employees will get ₪1,150, Zoglovek workers ₪1,100, and Tel Aviv Municipality employees ₪1,075.
In the tech sector, SuperPlay and Genpact Israel employees will receive ₪1,000, Playtika workers ₪950, and Resonetics employees ₪750. Conversely, Bank Hapoalim workers will receive ₪400, Cellcom and Elbit Systems employees ₪300, Metropoline staff ₪250, and Assuta workers ₪200.
Data from BUYME shows that the average holiday gift value per employee rose from ₪468 in 2025 to ₪501 this year. The financial sector continues to lead with an average gift of ₪645, despite a 6% drop from last year's ₪688. Tech companies saw a slight 3.5% decrease from ₪542 to ₪523, and startups dropped 7% from ₪555 to ₪517. On the other hand, sharp increases were recorded in other sectors: security and cleaning services saw a 50% jump in average gift value to ₪566, energy and environmental companies rose 39% to ₪819, and transportation and automotive increased 38% to ₪556.
Deep Customization and Employee Trends
Dana Biton Lev Ami, CEO of BUYME, stated that the data indicates an expanding investment in employee gifts across various sectors, with gaps between industries narrowing. Industry experts emphasize that the trend is no longer just offering a choice, but providing deep customization where employees feel the gift was handpicked for them. Through platforms like SPLANDO, employees receive a budget to select anything from gift cards to smart home devices, often paying the price difference out of pocket to upgrade to higher-end items like bicycles, electric scooters, or wet-dry vacuum cleaners. According to SPLANDO, wet-dry vacuum cleaner purchases surged by 227% in 2026 compared to the previous year, alongside high demand for coffee machines, electric grills, and smart locks.
However, a report by Swish suggests a more modest reality for many Israeli workers, estimating the average holiday gift value at around ₪300 for the upcoming autumn holidays. Swish notes that while institutional bodies, municipalities, and defense industries maintain high collective bargaining benefits ranging from ₪750 to ₪1,200, cost-of-living pressures heavily influence where employees spend their vouchers, with 38% redeeming them at fashion and lifestyle retailers and 29% at supermarkets and grocery chains.
