The Art of Regifting: From Seinfeld to Business Strategy

Deborah Goldfarb
3 min readJan 8, 2024

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.

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…

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Deborah Goldfarb

Debbie Goldfarb is the founder of Biz Made EZ and is a well-respected marketing and branding consultant working with both small and large businesses.