It's October, which means one thing for agencies and freelancers: the Xmas list and age old question - "Do we send something to clients this year?" conversation is back on the table.
On the surface, sending a festive gift feels like the right move. A chance to say thank you, show a personal touch, and keep your brand top of mind. But here's the uncomfortable truth: most client gifts don't land the way you think they do.
Why Christmas Gifts Can Fall Flat
December is the noisiest month of the year. Your clients are already juggling:
- Cards from suppliers
- Hampers from partners
- Branded trinkets from agencies
- An endless stream of e-cards, chocolates, and corporate "thank yous"
By the time your gift arrives, it's just another parcel in the pile. The thought behind it may be genuine, but the impact is diluted.
A savvy client might even question why you're joining the clutter, rather than doing something more meaningful.
The "Creative Gift" Trap
Plenty of agencies try to stand out by getting creative:
- Bespoke cards
- Unique packaging
- Expensive bottles of wine or whiskey
- Clever seasonal campaigns
One example was the agency that switched to giving gifts on Chinese New Year to avoid the December rush. They designed and sent beautiful, etched wine bottles themed around the year's zodiac animal. They were unique, thoughtful, and art directed.
The feedback? Almost nothing. Even long-standing clients barely acknowledged them.
The ROI was low, but the real cost was the hours of planning, designing, producing, and shipping - time that could have been spent strengthening relationships in other ways.
Why Most Clients Don't Care
Here's the thing: your clients aren't waiting for your hamper. They're busy closing projects, chasing budgets, and managing their own end-of-year chaos. They're working late to get stuff done, at Xmas drinks parties or trying to frantically sort their own Xmas out at home.
When your gift arrives, it's nice. But it's rarely remembered.
So What Actually Works?
That doesn't mean all gifting is pointless. The agencies and freelancers who get it right tend to follow one of three strategies:
1. Personalised Gifts
- A favourite thing a client once mentioned.
- A subscription that reflects their interests (wine clubs, hot sauce packs, local artisans).
- Something practical they'll actually use (one agency swears by Omaha Steaks).
These land better because they show you've been listening.
2. Flexible Choice
Platforms like Snappy or Goody let clients choose from a curated list. It saves you the guesswork and ensures the recipient gets something they value - and lets you focus on how to grow your agency.
3. Giving Back
Instead of sending stuff, some people like to donate on behalf of their clients. Some agencies let clients pick a cause; others curate team-selected charities. The feedback? Clients felt genuinely good about it, often more than they did about physical gifts.
The Smartest Play: Timing
If you really want your gesture to stand out, don't send it in December.
Pick a quieter moment:
- January, when inboxes are clear and appreciation feels fresh.
- Chinese New Year, for a cultural twist that extends the season.
- Spring milestones, when business feels calmer and your gift isn't competing with a mountain of mince pies.
The goal isn't to tick the "Christmas gift" box. The goal is to be remembered.
Final Word
Client gifting at Christmas is more habit than strategy.
Done badly, it's expensive clutter.
Done well, it's thoughtful, personal, and timed to stand out - a great way to get referrals to spark agency growth.
This year, ask yourself: Do you want to blend in with the noise? Or do you want your thanks to actually be noticed?
Sometimes the best gift you can give your clients is to wait.
About the author
Bryn Foweather
Vice President Marketing
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