Is Company Swag Taxable to Employees?

That’s the frequent client question when brands gift swag, dole out store points, or issue gift certificates via an online store.

Here’s the no-nonsense tax breakdown:

• Swag is classified by the IRS as a “fringe benefit.” Generally, fringe benefits are taxable – unless the IRS specifically exempts them. Read the full document on the IRS website.
• In reality, most clients treat logo gear and promotional swag as non-taxable when they structure it right. But cash or certificate equivalents? Always taxable.

• The key IRS distinction: Retail gift cards (like Amazon) are taxable as cash equivalents. However, points or certificates redeemable only through your company store can be non-taxable if structured as achievement awards, granting rights solely to select tangible personal property from a limited, employer-preapproved array (excluding cash, equivalents, gift cards, coupons, or general certificates). They must also meet all award criteria: for length of service (≥5 years, no more than every 5 years) or safety (≤10% of eligible employees, excluding managers/administrators/clerical/professionals), given in a meaningful presentation, and not disguised pay.

2025 Achievement Awards: The IRS Rules

Here’s your streamlined legal playbook straight from Publication 15‑B (2025):

When Is an Award Tax-Exempt?

• Tangible personal property awarded for length of service or safety achievements.
• Delivered in a meaningful, formal presentation.
• Not a sneaky form of compensation.

• Additional requirements: Length-of-service awards must recognize at least 5 years of service and cannot be given more frequently than every 5 years (no awards in the first 2 years). Safety awards must be part of a qualified plan, cannot go to more than 10% of eligible employees, and exclude managers, administrators, clerical, or professional employees. The exclusion does not apply to 2% shareholders of S corporations.

Who Counts as an Employee?

• Current employees.
• Former common-law employees with ongoing agreements.
• Leased employees who’ve worked full-time under your control for at least one year IRS.

Exclusion Limits

• Annual exclusion: $1,600 total value per employee.
• For non‑qualified plan awards: only $400 is excludable.

About Qualified Plan Awards

• A written plan that doesn’t favor highly compensated employees.

• Highly compensated = officers earning at least $140,000 (indexed), 5% owners, 1% owners earning over $150,000, or employees earning over $155,000 in the preceding year (with an option to ignore the “top 20%” rule for certain tests).

• The average cost of all awards must not exceed $400 per recipient, excluding items of nominal value IRS.

Deduction and W-2 Treatment

• You can deduct up to the allowable amount as a business expense.
• Any cost over that – must be included in employee wages.

Handled correctly, company swag remains a perk – not a payroll problem. The key is structuring it within IRS guidelines so your employees enjoy the gift without tax headaches.

This is not tax advice. Please consult your tax attorney to interpret this for your company.