Gifting Relationships This Holiday Season

Like every other business, your goal should be to create solid, long-term relationships with your clients that keep them returning to your business year in and year out. As a small business owner, your company prospers with meaningful customer relations, so keeping those relationships is an absolute priority.


With the end of the year approaching, holiday gifts and greetings are perfect ways to nurture those professional relationships. It is important to acknowledge those who have supported you throughout the year, namely clients, vendors, and employees. Even if you’ve already recognized them in various ways throughout the year, there is nothing like a holiday gift or card to show your appreciation and send warm regards for the coming year.


With that in mind, here are some benefits of giving gifts and greetings this holiday season:


1. Shows your clients how grateful you are for their business

At this time of year, gifting your clients is the ideal way to show them how much you appreciate them as individuals instead of simply a means to an end. Holiday gifts and greetings let clients know their business is valued by increasing the emotional connection between your business and them.


2. Strengthens relationships

Putting some thought into a meaningful gift also demonstrates your desire for a long-term relationship. Recognizing the relationship will increase your emotional connections. According to this study on behavioral economics, emotional connections like these result in a 306% higher lifetime value for your professional relationship with the client. The most appreciated gifts are not perceived as promotional, but don’t be afraid to tastefully incorporate your company’s name or logo as you build those relationships.


3. Rewards your customers and employees

Building solid relationships with your customers is a significant advantage of gift giving. Your most essential people deserve thanks for the value they bring to your company, especially at this time of year. It is crucial to put a lot of thought into their gift to be personalized, memorable, and meaningful. Holiday gifts and greetings to employees offer extra appreciation for year-end results and boost morale during a typically stressful and busy time of year.


4. A form of advertising and promotion

Sending gifts to clients is a great way to self-promote your business. As the recipient will be much more likely to consider you for their next project. Even if the gift doesn’t have a corporate theme (i.e., it isn’t promotional or branded), your clients will still remember the thought that went into the gift you gave them. This is an excellent way to remain at the forefront of your customer’s minds, and they will remember your business every time they see or use that item.


5. Shows your creative side

Giving gifts is also a fun opportunity to show off your creative skills, particularly if you choose to design your own Christmas cards, labels, or even wrapping paper! Your clients will be impressed by the extra effort you’ve put into their gift and will be talking about it for months to come, well beyond the holidays!



Distributing holiday gifts and greetings is an excellent way to promote and share your business’s values and culture. ASI president and CEO Timothy M. Andrews said, “Smart companies know corporate generosity pays dividends all year long through repeat business or employee loyalty—especially when the job market is tight, and the possibility of a recession looms.” Like succession planning and business analysis, holiday gift giving should be crucial to every company’s strategy.












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