Showing genuine appreciation can go a long way in building lasting relationships with customers and clients. Small but thoughtful gestures can make a big impact for companies on a limited budget and keep customers feeling valued year-round.
Here, Fast Company Executive Board members share what you can offer to show how much you value their loyalty while being mindful of your budget. From personalized messages to exclusive access and special perks, there are many ways businesses can express gratitude and strengthen connections without a large expense.
1. SMALL GESTURES
Gratitude doesn’t require a big budget. Writing a personal note including something that you were impressed with over the year, sending a fun playlist, or even a “coffee on us” is a warm gesture that ensures a sustained connection throughout the year. You can show appreciation without straining your budget with a creative and personalized approach. – Jaime Bettencourt, Mood Media
2. HEARTFELT NOTES
People will remember the feeling you create more than what you give. Gifts can be an “easy” albeit expensive solution and too often are one size fits all. Invest in a heartfelt note of what you admire, why you appreciate them, and how they have impacted you over the year. As a bonus, make it so personable they can include it in their year-end review. – Dr. Camille Preston, AIM Leadership, LLC
3. YEAR-ROUND PERSONALIZED MESSAGES
Rather than focusing solely on the holiday season when clients are inundated with messages, seek opportunities to create personalized, thoughtful moments year-round. Leverage AI tools to deliver hyper-relevant content, surprise insights, or celebrations of key milestones. This ongoing, organic approach adds real value and builds lasting relationships, even on a limited budget. – Shaheen Yazdani, Intercept
4. SOCIAL MEDIA FEATURES
Feature customers on social media, celebrate their birthdays and acknowledge special anniversaries. This personal touch shows appreciation, builds community, and fosters loyalty without a hefty price tag. Additionally, consider sending personalized thank-you notes or emails; these small gestures can make a big impact. Hosting a webinar where clients can interact also strengthens relationships. – Andrew B. Raupp, STEM.org Educational Research
5. SUPPORT NONPROFITS IN THEIR NAME
We never send gifts to our clients. Instead, we support and donate to great nonprofit organizations or causes in their names. – Martin Pedersen, Stellar Agency
6. ONLINE GIFTING PLATFORMS
We use a really fun gifting platform called OnGoody.com. We can set the price point, send our clients cards, and let them pick a gift for themselves. It’s interactive and high-quality. Clients can find pickleball kits, headphones, ornaments, and foodie items. Plus, they can have the gift arrive when it works best for them! – Kathleen Lucente, Red Fan Communications
7. PHONE CALLS
Pick up the phone and call your best customers. Just say thank you. – Barry Lowenthal, Inuvo, Inc.
8. EXCLUSIVE VIP ACCESS
Show your appreciation to your loyal customers. You can do this by offering them exclusive access to VIP experiences, such as early access to product launches and sales. – Kelley Higney, Bug Bite Thing
9. HANDWRITTEN CARDS
A handwritten card works wonders. When budgets are tight, buy simple cards and have every employee sign them with a personal note. It is a low-cost way to make a big impact. People remember the time and effort, not just the gift. A heartfelt message can mean more than an expensive gift. It shows that you care, and it is something they will not forget. – Chris Dyer, Company Culture and Leadership Keynote Speaker
10. A THANK-YOU NOTE WITH SPECIAL PERKS
If your company is on a limited budget, a thoughtful, personalized thank-you note or email can go a long way in showing gratitude to customers and clients. Pairing this with exclusive content, a small discount, or early access to a sale makes customers feel valued without breaking the budget. The personal touch creates a meaningful connection that fosters loyalty throughout the year. – Maria Alonso, Fortune 206
11. DISCOUNTS
Customers don’t expect a lot from businesses these days, so anything that shows appreciation will be noticed. Those on a limited budget can offer a heavy discount on one of your client’s favorite products, but you should make that offer individually. You can personalize a card for the holidays or their birthday with a coupon for a free small gift. – Baruch Labunski, Rank Secure
12. A PERSONALIZED ‘YEAR IN REVIEW’
Create a personalized “year in review” for each client, highlighting their milestones and how your partnership contributed. This thoughtful, low-cost gesture shows you value their journey. Pair it with a personal note of gratitude to make clients feel appreciated beyond transactions. It fosters stronger relationships and loyalty without breaking the budget. – Solomon Thimothy, OneIMS
13. SHOWING UP IN THE COMMUNITY
Show up. It’s free to be present. During the holidays, showing up in your community is essential. Creating and offering easy accessibility to more jobs and skills training is a fantastic way to show appreciation to clients and the community. Use digital outreach like newsletters and social media campaigns to share stories of your company’s impact and offer ways that others can engage with you. – Larry Brinker Jr., BRINKER
14. ACCESS TO YOUR BUSINESS
Don’t waste money on expensive coupons or thank-you gifts. Give your customers something better, cheaper, and more unique to your business. Give them access. To a real customer, there’s nothing more valuable than the chance for them to participate in your marketing, your manufacturing, or your future product design. Let them help and they’ll love you for it. – Barry Fiske, Merkle
15. PERSONALIZED TEXT MESSAGES
Make a simple phone call or send a customized text message. This enables you to express your gratitude, and it can go a long way. – Ruchir Nath, Dell Technologies