While the holidays are a great time to increase your revenue, it’s also the perfect window to build lasting relationships with your customers.
The Season of Gratitude
Genuine gratitude can help you do this. You and your team can show the human side of a corporation by simply letting your clients know how much they mean to you. Custom print products are a simple and affordable way to help you do that.
Build Customers for Life
Studies show that customers who feel genuinely appreciated are more likely to become repeat customers, spend more, and act as free word-of-mouth promoters for your brand. Sincere acts of kindness will show that your business values the person behind the purchase more than the purchase itself.
Choose Something Personal
An effective way to develop closer relationships is with personalized gifts. A thank-you or holiday card with a customer’s name and a little discount or gift that piques their interest based on past orders can have a noticeable impact on establishing loyalty. You can also combine print and digital by using a QR code inside your card that leads to a specific product, webpage, or discount.
Send a custom product with personalized packaging and labels to your valued customers or offer the option of a free service to new ones. An engraved product of some kind, be it a pen, notebook or planner, or a magnet, can revive stagnant customers and put your brand front and center once again. A small gift can also spark interest in prospects considering your brand.
Gratitude isn’t just Good Manners—it’s Good Business
Harvard Business School Professor Emeritus James L. Heskett’s research on organizational kindness shows that companies built on respect and appreciation, both for clients and their employees, don’t just feel better to work for—they perform better overall.
- Kindness maintains good employees,
- reduces hiring costs,
- boosts productivity,
- deepens customer relationships,
- and lowers marketing expenses.
Appreciation is strategic. It transforms customers into advocates and transactions into trust. One study found that a simple handwritten thank-you note increased repeat engagement by almost 40%.
When clients feel seen and valued, they don’t just buy again—they recommend products and services to others by word-of-mouth, social media marketing, five-star reviews, and in-depth testimonials.
Small gestures can be very powerful. Businesses that do gratitude well turn it into a multifaceted strategy. They send a thank-you email after a purchase, a handwritten card after a subscription renewal, or a personalized message or gift after a milestone. Map out the emotional journey and pair each event with a small act of thanks.
Learn How to Stand Out
Learn how to stand out from the rest. For example, send a Thanksgiving card instead of a Christmas card, or better yet, send both! This simple shift makes you different than competitors, and your gesture won’t as easily get lost in the holiday shuffle.
Personal touches matter most when they’re specific: reference a client’s individual milestone, a question they asked, a review they left, an interest they expressed, or a tough time they are going through. That kind of detail demonstrates you’re paying attention—and attention is the purest form of respect. For example, if your client is a golfer, maybe they would benefit from some branded gear out on the course for their birthday. If your client just lost a loved one, a bouquet of flowers and a sympathy card might be appropriate. Celebrating an anniversary between you and your customer? Perhaps, a personalized calendar might work; that way, you can stay top-of-mind all year long.
No Strings Attached
Gratitude without strings attached sustains relationships because it reminds people that you are just two human beings trying to make each other’s lives a bit better in one way or another. If you are consistent in your gestures, it can help to build a consistent relationship based on trust, which will ultimately lead to a more reliable revenue stream.
Don’t Forget the Analytics!
And yes—measure everything. Track your retention, repeat purchases, referrals, and testimonials before and after an act of gratitude. Even modest improvements can lead to great returns.
Examples of Businesses That Do Customer Appreciation Well
When searching for examples of businesses that do gratitude marketing well, what comes to mind? Trader Joe’s always has a kill-them-with-kindness sort of attitude from the moment you enter the store. Their employees all seem delighted to have a conversation and will make your life easier by addressing any questions or concerns with a quick solution. They will check your carton of eggs before placing it in the bag to ensure none are broken, or fetch an item if they see the one you have in your cart is damaged or expired.
Even companies without a tangible product can find creative ways to show their customers appreciation and develop a more personal, long-lasting relationship. When they reached over two million Facebook followers, AT&T formed a house band of professional musicians and invited customers to submit videos sharing why they thought these performers—and the brand—were great. In return, the company produced and shared over 2,000 personalized thank-you videos for selected participants. Each one was a unique expression of appreciation, turning online followers into genuine brand advocates.
Chewy is another brand that regularly sends handwritten thank-you notes to new pet owners and surprise gifts like personalized pet portraits or memorial flowers when a customer reports the loss of a beloved pet. These gestures are never unplanned and don’t come off as transactional—they’re personal, thoughtful, and human. Perhaps you can think of some organizations that inspire you!
Gratitude is Timeless
This holiday season, remember that gratitude is timeless and should be used year-round to express your appreciation to employees and customers. Please check out some great custom gifts from 123Print, including greeting cards, notepads, planners, post-its, and much more!