With the holiday season fast approaching, it’s time to think about what you can do to show your clients just how much you really appreciate them. No matter how small (or large) your business might be, the simple act of sending seasons greetings cards paired with a message of thanks can be a powerful way to build relationships with the companies and individuals whose support has allowed you to stay in business for another year.

Holiday greeting cards don’t have to cost a fortune in order to be effective. You don’t have to order expensive custom cards with raised gold lettering or other costly add-ons. Signing the cards yourself rather than having them imprinted can actually work to your advantage, particularly if you want your customers to get the message that they can expect hands-on, personalized service from your company should they choose to continue to do business with you.

Very simple, store-bought cards can be appropriate and effective if they are professional in appearance and contain the right message. Avoid card designs that are “cutesy” or that have messages that may run counter to the beliefs of some of your clientele. Religious cards are typically best reserved for friends and family members, as you have no way of knowing what the beliefs and preferences are of people with whom you have a solely professional relationship.

“Seasons greetings” themed cards are typically best, as the message is fairly neutral. Some people choose to send Thanksgiving or New Year’s cards rather than Christmas or Hanukkah greetings. This can be a good option for a few reasons. First, the question of religious preference or beliefs isn’t an issue with Thanksgiving and New Year’s greetings. Additionally, since many companies send cards during December, your efforts to recognize and thank your customers may stand out more if they arrive before or after the annual holiday greeting card rush.

Don’t overlook the importance of holiday greeting cards for small businesses. Regardless of when you choose to send your cards and what type of message you decide to share, sending messages of greetings and thanks to your customers during the holiday season can be an effective customer service strategy. Even when times are tough, it’s important to let your supporters know that you recognize and are thankful for the role they have played in your success, and sending greeting cards is an affordable way to do just that.