How Holiday Gifting Increases Customers’ Brand Loyalty

The holiday season is an important time of year for businesses all over the world. It offers a fresh opportunity to reconnect with your customers, thank them for their loyalty and patronage, and reward them with something meaningful—and something that keeps them coming back for more in the future. Consumer-brand relationships revolve around giving and taking in many ways, but it’s up to you to establish a solid foundation that keeps the connection strong, both now and in the future.

During the flurry of activity that occurs during the hectic holiday season, you have a fantastic chance to deliver the right message to your customers. By sending a promotional gift, you’re sending the message that you appreciate their trust in your products and services. But you aren’t just limited to sending a small token of your gratitude in the mail. You shouldn’t stop there. Here’s what you should know about the link between gifting and increasing brand loyalty during the holidays.

Why Holiday Gifting Matters

There’s a fine art to business ownership. Part of your role is to retain your current customers’ business and keep them from straying to competitors. You can do this by keeping them happy, which greatly increases the chances they’ll come to you for repeat business. That’s great for your bottom line and reputation since a satisfied customer is more likely to recommend your company to others who may be in need of your products or services.

Gifting during the holidays can even reduce your marketing costs in the long term. While it’s important to keep your brand in the spotlight through strategic advertising and by hosting promotional giveaways, holding on to your fleet of existing customers means you need to work less intensely to acquire new ones.

Don’t assume that means you won’t have new customers, of course. A happy customer is a vocal customer who is always excited to share their positive experiences, either in person or on social media. This can bring new attention to your business from people who are looking for a service or product that you offer.

How Gifting Boosts Loyalty

Giving gifts may boost customer retention, making loyalty more likely and contributing to a positive business reputation. Just as you may have plans to treat your employees to custom coffee mugs and other promotional gear, keep your customers at the forefront of your mind at the same time. Remember, too, that there are more ways than one to gift during the season. Here are some ideas.

Host Exclusive Shopping Events

The holiday season provides you with opportunities galore to host special shopping events. You can begin during Thanksgiving week by hosting a Black Friday or Cyber Monday sale and offering an array of special deals. Make it extra-appealing to your existing customers by emailing them a separate sale invitation with some sort of incentive involved, like a coupon for an additional percentage off the purchase, an option for free shipping, or the chance to receive a gift with their purchase.

Personalize Their Holiday Gift

If you plan to send a gift directly to your customers, go the extra mile and make it as personal as possible. This type of gesture is virtually unforgettable because it’s so unique. Sure, other companies may send little tokens of their own appreciation to customers, but it’s rare for business owners to take the time to recognize their most loyal devotees and surprise them in such a distinctive way. Why not go the extra mile during the holiday season? You might opt to personalize Christmas ornaments or office supplies like customized pens and notebooks.

Promote a Loyalty Program

It’s likely that your most loyal customers are already a part of your loyalty program, which should routinely reward them with special offers and incentives. Creating a well-rounded program is key—at a certain stage of loyalty, you know that you can count on your customers to return back to you for repeat business, so you don’t need to base every loyalty award on their behaviors. For example, you could send a free $10 gift card that they can apply to a future purchase, no holds barred. Or you might choose to send a $25 spending card with their $50 purchase.

Give Them Gifting Options

Part of the beauty of the holiday season is that it gives you the opportunity to truly wow and delight your customers. As they make their purchases, provide them with the option to choose their own gift. Maybe it’s a gift card to your establishment, a complimentary item like an embroidered bag for work, or a scarf, or a donation to a worthwhile charity. The latter is important because it links to your social responsibility, helping set you apart even more from the competition.

No matter what you choose to do to reward your customers, do it with intention. People will recognize your sincerity and appreciate you for it—and they’re more likely to return in the future as a result. Read more about holiday giving in our latest e-book, The Ultimate Corporate Gifting Guide.