International Women's Day? Flowers are not the answer

Let's talk about International Women's Day gifts.

More specifically, let's talk about the perfumed pile of flowers, chocolates and ‘pamper yourself!’ spa sets that land on desks every 8th March.

Because here's the uncomfortable truth: if your International Women's Day recognition strategy involves buying the same generic gift for every woman in your organisation, you're not celebrating women. You're ticking a box.

And we don’t want to generalise - but most women can tell the difference.

The problem with "International Women's Day flowers"

Search "International Women's Day gifts" and you'll see the same suggestions everywhere: flowers, chocolate, spa vouchers, wellness kits. The message is clear - and deeply patronising - women want to be pampered, want pretty things, want to relax.

But what if the woman receiving your carefully selected bouquet:

• Has unbearable hay fever
• Doesn't have anywhere to put flowers in her flat-share
• Is trying to reduce waste and doesn’t want to watch a bunch of cut stems die
• Would genuinely rather get a book, or a gym pass, or a coffee, or literally anything else

The flowers aren't the problem. Flowers are great, we love flowers! But it’s the assumption that it’s the perfect one-size-fits-all gift.  The assumption that all women want the same things. That ‘feminine’ gifts (flowers, chocolate, pink things, selfcare) are universally appealing. 

And when it comes to recognition, that approach is counterproductive. 

Every women is different

The world is getting increasingly aware that identity is complex. And it’s important that your organisation’s values reflect that. You can’t sort everyone neatly into ‘men’ and ‘women’ categories, into bubble bath and pocket knives. 

But every March, thousands of well-meaning companies send identical gifts to every woman on their team and wonder why the reception is... lukewarm. 

Here's what actually happens:

The cycling enthusiast gets flowers. She'd have loved some new lycras.

The foodie gets generic chocolate. She'd have preferred face-meltingly spicy hot sauce.

The environmentalist gets a gift wrapped in layers of plastic. They’re gutted to be contributing to waste.

The introvert gets told there's a "special lunch event" to celebrate women. She'd have preferred recognition that’s a little less public - and a lot less painfully awkward.

International Women's Day recognition that treats women as a homogeneous group isn't celebrating women. It's celebrating the idea of celebrating women. And when your people spot that, they won’t feel recognised at all.

So what's the alternative?

If flowers and chocolate are out, what's in? The answer isn't a different universal gift. It's abandoning the idea that one gift fits all.

Here's what thoughtful International Women's Day recognition actually looks like:

1. Ask, don’t assume

The most radical thing you can do? Ask women what they'd actually like.

This doesn't mean sending a survey titled "What Do Women Want?" (oh my god, seriously, please don't). It means building a recognition culture where you already know people's preferences because you've paid attention.

What do they talk about outside of work? What's on her desk? What does she do on the weekend? These aren't state secrets. They're clues to their likes and dislikes.

2. Give choice, not a default

We get it - when you’ve got 100s of women in your organisation, limited time, and even less headspace, then asking for (and remembering) everyone’s preferences just isn’t practical. So go for the next best thing: choice.

Not "here's a bouquet" but "here's a budget - choose something you'd actually love".

This is where platforms like Huggg come in. You set the budget, choose a category and/or curate a selection of gifts, and people choose what they actually want.

The cyclist gets gear. The foodie gets treats. The environmentalist chooses to plant trees. The person who just wants a nice dinner gets a restaurant voucher. Everyone feels seen. No one gets hay fever. Win win!

3. Recognise throughout the year

Here's another uncomfortable truth: if the only time you explicitly recognise women in your workplace is International Women's Day, it’s going to come across as performative. 

The companies who get recognition right don't treat 8th March as the one day they acknowledge women's contributions. They treat it as a moment to highlight an ongoing culture of appreciation.

So absolutely, mark International Women's Day. But also:

• Recognise great work when it happens (not three months later in a scheduled review)
• Celebrate promotions, work anniversaries, project wins
• Say thank you. Often. Specifically.
• Build manager recognition budgets so appreciation happens in the moment, not when HR remembers
• Make sure recognition is inclusive and equitable

International Women's Day should be a peak in your recognition efforts, not the entirety of them.

International Women's Day gift ideas (that don't fall back on stereotypes)

Alright, practical advice. If you're planning International Women's Day recognition, here are options that work because they don't assume all women are the same:

For those who want to support women-owned brands:

Huggg has a women-owned brand category, so you can send gifts that make your recipients feel part of something bigger. Check it out here.

For the ambitious knowledge-hunter:

- Books (fiction or non-fiction, but chosen based on their interests)
- Online course vouchers 
- Conference or event tickets

For the lives-in-the-moment type: 

- Activity vouchers (pottery, climbing, cooking classes, wine tasting)
- Theatre or concert tickets
- Travel vouchers (Airbnb, weekend breaks)

For the one who prioritise practicality:

- Quality tech accessories (wireless chargers, noise-cancelling headphones)
- Desk upgrades (ergonomic accessories, good lighting, plants)
- Subscription to something they'd use (coffee, meal kits, audiobooks)

For the person trying to make a difference:

- Donations to causes they care about (ask, don't assume)
- Carbon offsetting or tree planting in their name
- Gifts from B Corps or other ethical businesses

For everyone, because everyone loves choice: 

- Curated gift selection where they pick what they want
- Gift cards to a range of retailers 
- Experience day vouchers with multiple options

Notice what all of these have in common? They're about the individual. Not the gender.

But seriously, what about flowers?

We're definitely not saying flowers are never appropriate. If you know someone loves flowers - they talk about gardening, they’re fiercely loyal to Bloom and Wild, they light up when someone mentions dahlias - then yes, flowers are great.

But the "she's a woman, therefore flowers" approach is sort of insulting. The same goes for chocolate, spa vouchers, etc etc. They're not inherently bad. In fact, a lot of women would be thrilled to receive gifts in these categories. 

But it’s 2026 - we can do better than stereotypes, right?

Recognition at scale can be simple and tailored

We know, we know - it all sounds a bit overwhelming, or overcomplicated. But we’re not saying you need to do hours of Internet sleuthing and office eavesdropping, and create a comprehensive report on each and every employee. Again - please don’t do that!

All we’re suggesting is this: 

Instead of:

1. Choose one gift

2. Order 500 of them

3. Send to all women

4. Hope for the best

Try:

1. Set a budget per person

2. Curate a selection of gifts (or use a platform that's already done this)

3. Send people a link to choose their own gift

4. Let them pick what they actually want

5. Track who's claimed what (one dashboard, not 500 emails)

The second approach takes the same amount of time to set up. And it sends a much better message. And there’s no need to overthink International Women's Day ideas - just offer a choice of gifts instead.

What actually makes International Women's Day recognition land

After working with over 1,600 UK companies on employee recognition, here's what we've learned about what actually works:

1. Timing matters

Don't send gifts on 8th March if they won't arrive until 15th March. Plan ahead. Your best bet is getting this sorted in February.

2. The message matters as much as the gift

A generic "Happy International Women's Day" feels hollow. A specific "Thank you for [specific thing they did]" means the world.

3. Senior leaders need to take part

When recognition comes from HR but senior leadership is silent, people notice. Make sure leaders are visibly involved in sending, acknowledging, and celebrating employees.

4. Don't make people ‘perform gratitude’

Avoid: "Let's all come together in the breakroom so you can open your gifts together!"  
Better: "Your gift link is in your inbox. Enjoy it whenever it suits you."

Some people love public recognition. Others find it nightmarishly excruciating. Give them the option.

5. Ask for feedback (and act on it)

After International Women's Day, ask: how did that land? What would you change? What worked? Then actually change things ahead of next year. 

The bigger picture: recognition vs. window dressing

Let's zoom out for a second.

International Women's Day recognition is meaningless if:

• Your gender pay gap is 20%
• Women aren't progressing at the same rate as men
• Parental leave policies are inadequate
• Flexible working is discouraged
• Women's ideas are regularly talked over in meetings
• Senior leadership is 90% male
• You don’t take an intersectional approach to inclusion

Flowers don't fix systemic issues - they just dress it up. So by all means, send gifts. Mark the day. Celebrate women! This is all good stuff. But also:

• Audit your policies
• Review your progression data
• Check your pay gap
• Listen to women in your organisation about what needs to change
• Take action on what you hear

Recognition is important. But it's the icing, cherry, and candles on the cake - you need to make sure the sponge itself is edible first.

Frequently Asked Questions

Should we send International Women's Day gifts at all, or is it performative?

It depends on execution. Sending identical flowers to every woman without broader cultural change? Performative. Giving people thoughtful recognition as part of an ongoing culture of appreciation? Meaningful. The difference is whether this is a one-off gesture or part of something bigger.

What if someone doesn't want a gift at all?

Don't force it. Some women would prefer action on pay equity, progression opportunities, or policy changes over any gift. The best approach is to give people options - including the option to decline or donate their gift to charity instead.

Is it okay to give gifts only to women, or should everyone get something?

This is a judgment call based on your culture. Some organisations give gifts only to women as a specific gesture of appreciation - and if you take this approach, make sure to acknowledge all those who identify as women. Others include everyone because International Women's Day is about gender equality broadly. There's no single right answer - it's about what feels authentic for your organisation.

What about International Men's Day?

If you're recognising women on International Women's Day, consistency suggests you should recognise men on International Men's Day (19th November). Whether you do both, neither, or focus on other recognition moments is up to you - just be consistent.

What's an appropriate budget for International Women's Day gifts?

Most companies spend £15-50 per person. The budget matters less than the thought. A £15 gift that's clearly chosen based on someone's preferences beats a £50 bouquet that misses the mark.

We're a small team with a limited budget - what should we do?

Focus on the message and the effort over the monetary value. A handwritten note explaining why you appreciate someone, paired with a £10 coffee voucher for their favourite cafe, beats a £40 generic gift basket. Thoughtfulness scales regardless of budget.

The takeaway

Women are not a demographic to be marketed at once a year. They're individuals with different preferences, interests, values and priorities. Treating them as such isn't complicated. It's basic respect.

So this International Women's Day, skip the assumption that flowers and chocolate are what women want. Skip the generic gesture that says "I remembered you exist." 

Instead, give recognition that says: "I see you. I value you. I appreciate what you specifically bring to this team”. Because that's what meaningful recognition looks like. Not flowers. Not chocolate. Not one-size-fits-all. But something authentic, considered, and sensitive to differences.

Ready to send International Women's Day gifts that don't rely on stereotypes? Start gifting with Huggg →

Want to give people choice instead of assumptions? See how gift with choice works →

Need help planning recognition that actually lands? Speak to our team →