Two different people told me the same thing this week:
“I wish I could gift my clients this year, but I just don’t have the budget.”
They sounded disappointed. And I understood why.
If you believe in building a relationship-first business, not being able to show appreciation during the holidays can feel like a missed opportunity.
It would’ve been easy for me to say:
“That’s okay, maybe next year.”
But I didn’t. I couldn’t.
Because my work isn’t about taking a “maybe next year” approach. It’s about helping businesses consistently connect in ways that feel aligned and authentic.
And while nothing replaces the impact of intentional, well-timed gifting, there are meaningful ways to stay present when budgets are lean.
The Power of Gifting (and the Danger of Silence)
At Fran Murray Co., we believe gifting isn’t “just nice.” It’s a business strategy.
Done well, a curated gift can:
- Deepen loyalty
- Strengthen emotional connection
- Drive repeat business and unlock referrals
But here’s the problem:
When gifting isn’t financially feasible, too many business owners default to silence.
No card. No message. No touchpoint.
Just silence...and silence costs more than you think.
Because in industries built on trust and referrals, people remember how you made them feel long after the project ends.
A Human-First Backup Plan (When Gifting Isn’t Possible)
So what do you do when you can’t send a gift box, but still want to stay top of mind?
You write.
You take five minutes and send a handwritten card.
It doesn’t replace a beautifully curated gift. But it keeps the relationship warm.
It reminds the client:
“You mattered. You weren’t just another file. And I’m still here.”
5 Ways to Make a Holiday Card Actually Strategic
- Handwrite the message. People can feel the difference. Write a few personal lines, not just your signature.
- Add a simple way for them to reach you. Include an email or phone number. Make reconnecting easy.
- Time it thoughtfully. Early December or mid-January works best. (Pro tip: January cards stand out more.)
- Choose the right message for your timing. If sending before the holidays: keep it reflective and appreciative. If sending in January: focus on gratitude and future possibilities.
- Keep it real. You’re not trying to impress. You’re trying to connect.
It’s Not All or Nothing
Yes, gifting is powerful. But connection doesn’t have to be all or nothing.
If you can send curated gifts, do it. If you can’t, don’t disappear. Take the human-first approach.
Final Thought
Success in business is directly tied to your ability to nurture relationships.
Whether you’re closing 50 files this month or finishing your first year in business… take a moment to thank the people who helped you get here.
If this article reminded you of someone; a client, a referral partner, a mentor, a friend you’ve worked with, send them a handwritten card. Or share this article with them.
Relationships can turn into currency. And gratitude is where it begins.
About Fran Murray Co.
Fran Murray Co. is a relationship management firm helping businesses turn meaningful connection into measurable impact.
From high-touch corporate gifting to immersive team experiences, we create unforgettable moments that spark loyalty, strengthen culture, and keep your business top of mind.
Our work is rooted in strategy, elevated in design, and backed by purpose, ensuring every touchpoint reflects the excellence of your brand and the values you stand for.
Learn more at franmurray.co.
Follow us on Instagram for more insights on human-first relationship marketing.
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