my sales rep told me that the "gifts" are something that the individual reps give out. Sort of like bribing you to give them 5 star ratings on the survey you'll be getting. They buy the stuff from the parts department at their cost which is significantly less than what you or I would pay. 1st bmw we purchased, we received keychains, a tin of cookies and a gift certificate for a free sitting to a portrait studio that the rep must've known. My x5 I got dealer branded keychains, coffee mugs, all weather floor mats, and a roundel lapel pin.
Unfortunately for him, the dealership wasn't too good to me in the least so my review of the dealership wasn't great. I wrote a letter to the general manager though explaining that my sales rep was good. The rest of the crew... not so much.
Never did get a response.
2009 X5 35D