Karen Shepherd, human resources and leadership consultant at Naples- based HR by Karen, has been known to personally deliver homebaked goods straight to her retainer clients’ doorsteps to spread holiday cheer.
Of course, not every company can do this — depending on its size, capabilities and client count — but it can still give meaningful gifts to those who pay for its services.
It’s a wise idea, as client gifts can increase retention, enhance relationships and boost referrals. Nearly 50% of clients say receiving holiday gifts makes them more likely to continue business relationships, according to a 2024 business.com study.
But it’s not just the thought that counts. It’s what’s wrapped up inside that really makes a difference, Shepherd suggested.
“A personalized gift goes a lot fur-ther,” she said. For instance, if a client is going on a trip, she suggested that you might give him or her a luxury journal and pen to record their experiences.
If you’re unsure what a client might like, gift cards to online retailers, restaurants or gas stations are highly favored due to their versatility and convenience, business. com research reveals. And Shepherd said there’s still room for a special touch when you go that route.
“Providing an experience is one of the best gifts,” she said, proposing a gift card to the movies, wrapped in classic moviestyle popcorn wrap, bearing the words “Popcorn is on me.”
Another idea: “Maybe it’s a gift card to an Italian restaurant. Attach the gift card to a basket of pasta with the note, ‘For one night at home, one night out,'” she said. “It’s a gift card with a little creativity and thought.”
Charitable giving can also be a hit with philanthropic Collier County folks. For those clients, Shepherd advised donating to their favorite charity and alerting them with a message such as, “A gift has been made in your honor. Thank you so much for your business this year,” she said.
Avoid presents branded by your company, Shepherd said, as clients can perceive it as more about your business than them. Many gift recipients surveyed by business.com said gifts with prominent branding felt like promotional
materials rather than genuine gestures of gratitude. The report showed that those gifts were often given away.
“It shouldn’t be transactional,” Shepherd said. “When there’s transactional intent, it just gets thrown in the trash.”
You can still give a branded item if it features the client’s business or likeness, though.
“That’s different because you’re not talking about your brand, you’re talking about their brand,” Shepherd said.
Always consider personal circumstances around gift-giving, such as the loss of a loved one and different holidays celebrated. One such way to remain sensitive and even stand out is by giving gifts before or after the winter holidays, Shepherd notes.
Determine a budget — $30 is the median expenditure per gift, according to business.com — that reflects thoughtfulness, usefulness, industry and client relationships. And no matter what the gift is, tailor it with a handwritten touch for extra effect.
“A gift should always be accompanied by a handwritten note. It’s so important,” Shepherd said. “It’s not always convenient, it’s not always easy, but that’s how you personalize it. It just goes a long way.”
“A gift should always be accompanied by a handwritten note. … that’s how you personalize it.”
—Karen Shepherd, human resources and leadership consultant at Naplesbased HR by Karen