The holiday season is full of traditions – some wrapped in shiny paper, others tucked into handwritten notes. Business holiday cards? They’re one tradition that’s as relevant as ever. In fact, the large majority of Americans enjoy receiving them and view them as a genuine gesture of appreciation, not just another marketing tactic. But what makes a holiday card truly stand out?
We’ve analyzed the data to uncover what works. In this article, we’ll dive into the best practices for making your business holiday card memorable, the ideal timing and the personalization that resonates most. Whether you’re just starting or refining your approach, these insights will help you create cards that build lasting connections and drive real impact.
- Holiday cards remain popular, with 85% of people reporting they enjoy receiving them from businesses.
- Business holiday cards strengthen customer relationships, drive loyalty and create lasting impressions.
- Industries that lead the pack for sending holiday cards include insurance, healthcare and personal services.
- To create an effective holiday card, focus on personalization, thoughtful design and heartfelt messages of gratitude.
- The best time to send holiday cards is early December to ensure they’re received before the holiday rush.
Business holiday cards are overwhelmingly welcome
While many think of holiday cards as purely personal gestures between friends and family, the data reveals a surprising truth: 85% of people enjoy receiving holiday cards from businesses and organizations, with only 15% saying they don’t.
This highlights a key point: business holiday cards go beyond being just another marketing tool – they allow companies to embrace a cherished tradition and show genuine care for their clients.
In a world dominated by digital communication, a simple, well-timed holiday card can leave a lasting, positive impression. With so many enjoying them, holiday cards are a powerful asset in any holiday marketing campaign, helping businesses strengthen customer relationships and build brand loyalty.
Regular customers value recognition most
It’s tempting to think that sending a holiday card to your entire customer list is enough. But the data suggests that businesses should go further – especially when it comes to recognizing those customers who are already loyal.
According to the survey, 42% of respondents most enjoy receiving cards from businesses they use regularly, while 40% appreciate cards from any business that takes the time to send one.
This split highlights two distinct recipient mindsets:
- Some customers appreciate the personal touch that comes with being recognized for their ongoing relationship with a business.
- Others simply enjoy the act of receiving a holiday card from any business that makes the effort.
To make the most of this insight, segment your customer base. Instead of sending a generic card to everyone, focus on the unique relationship you have with each customer and tailor your approach accordingly.
Start by breaking your customer base into different segments. For example:
- Frequent customers: Repeat buyers or clients already know and trust your brand, so acknowledge their loyalty with a personal note or special message inside the card. If possible, include a small token of appreciation like a discount or exclusive offer for the New Year.
- New customers: For those who’ve recently engaged with your brand, make your card a special thank-you for their business and invite them to continue the journey with you.
- Occasional customers: These customers might not frequent your business as often but still matter. Use a general holiday greeting here, possibly with a subtle reminder of what you offer and an invitation to return in the future.
Benefits of sending holiday cards
We’ve already discussed how business holiday cards can strengthen customer relationships and build brand loyalty. But the benefits go beyond that, making them an essential part of your holiday marketing strategy:
- Leave a lasting impression: 50% of our survey respondents say holiday cards reinforce a positive impression of your business, keeping your brand in customers’ minds long after the card is received.
- Encourage repeat business: Nearly half (49%) of respondents are more likely to continue using a business after receiving a holiday card. It’s an easy way to turn a simple gesture into ongoing loyalty.
- Drive customer action: 51% of people say they’ve reached out to a business after receiving a holiday card with a special offer, demonstrating measurable returns on holiday card investments. It’s a proven way to prompt customers to act.
- Expand brand awareness: Sending holiday cards through EDDM introduces your brand to a broader audience, especially potential customers in your local area.
- Strengthen community ties: Including local messages or imagery reinforces your connection to the community, showing that you’re invested in more than just the sale.
- Make your brand unforgettable: A well-crafted holiday card with unique design elements can make your business more memorable, ensuring you stand out in a crowded marketplace.
With these benefits in mind, business holiday cards are a strategic tool for building lasting relationships, boosting engagement and increasing brand awareness. They’re also versatile – working for businesses of all sizes and industries (we’ll dive into that next). Why not include them in your holiday marketing strategy this year?
Need to justify your holiday print budget?
If you need to make the case for business holiday cards to your manager, finance team or CFO, focus on the business value.
- Support customer retention: Holiday cards help maintain relationships with existing customers during a key buying season.
- Increase brand recall: Print keeps your brand visible long after a marketing email has been deleted.
- Measure the impact: Use QR codes, promo codes or dedicated landing pages to track campaign performance.
- Control costs: Prioritize high-value customers or key accounts to match your available budget.
- Maximize existing campaigns: Pair holiday cards with seasonal promotions, customer gifts or year-end updates to get more from your holiday marketing spend.
Who can benefit most from sending business holiday cards
We’ve already established that business holiday cards are effective for a wide range of industries. But some see even more significant benefits from this tradition. Let’s take a closer look at the industries that can gain the most from sending holiday cards to their customers.
Industries leading the way
The survey shows that insurance agents (41%) and healthcare providers (40%) are the top industries where people most recall receiving holiday cards. Personal services like salons and gyms also rank high at 35%, proving that businesses with ongoing, personal relationships are the most likely to benefit.
But holiday cards aren’t just for these industries. Many other sectors follow closely behind, showing that there’s potential for holiday card marketing across a wide range of businesses. Here’s a look at other industries where holiday cards are equally impactful:
- Financial advisors or banks: 34%
- Retail stores: 31%
- Restaurants or cafes: 31%
- Professional services: 31%
- Home service providers: 24%
- Real estate agents or brokers: 25%
- Nonprofit organizations: 28%
As you can see, holiday cards offer value to businesses across many sectors. This pattern highlights that those with personal, ongoing client relationships are most likely to use them as a key way to stay connected.
Local vs. national businesses
While industry plays a key role in deciding who sends holiday cards, the size of the business doesn’t matter as much. The survey shows that 35% of recipients enjoy receiving cards from both large chains and local businesses equally, while 31% prefer small businesses – 22% have no preference.
This shows that holiday cards work just as well for large chains as they do for smaller, local businesses.
The key takeaway here is that the gesture itself matters more than the size of the business. Regardless of whether you’re a small local business or a national brand, sending a holiday card can help you create a meaningful connection with your customers.
How to create an effective business holiday card
We’ve discussed the many benefits of business holiday cards and the industries that can benefit most from them. But what truly makes a business holiday card stand out? It all comes down to the effort and care put into its creation. According to the survey, the most memorable cards are those that demonstrate a personal touch – whether through effort, creative design or heartfelt messages of gratitude.
Here’s what people remember the most:
- Effort and care: 51%
- Creative design: 42%
- Messages of gratitude: 49%
- Traditional holiday imagery: 42%
With these key factors in mind, let’s dive into the best practices for creating a holiday card that will leave a lasting impression on your customers.
Effort and thoughtfulness trump everything
The survey reveals that the most valued aspect of business holiday cards is when they show effort or care (51%), followed by thoughtful design or creative messages (42%). Recipients can easily distinguish between generic, mass-produced cards and those that reflect genuine investment in the customer relationship. This makes personal touches, like a customized message or design, worth the extra effort.
For high-value clients, the materials matter too. Premium finishes such as linen stock or embossed silver foil add a refined, tactile quality that reflects the importance of the relationship without overwhelming the design.
Consider pairing your holiday card with a thoughtfully selected gift basket tailored to your recipient. A personal touch like this, combined with a customized card, amplifies the impact and shows how much you value their business.
Traditional imagery is still most memorable
When it comes to the look of the business holiday card, some designs are more likely to leave a lasting impression than others. Traditional holiday imagery – think snowflakes, wreaths and cozy winter scenes – leads the way in memorability, with 42% of recipients recalling cards that feature these classic symbols.
But that doesn’t mean you have to stick to the tried-and-true. Creative designs (37%) and photo cards showing your team (30%) also make a strong impact, proving that a little personalization goes a long way. The key takeaway here is that a successful holiday card strikes a balance between familiar, seasonal elements and unique touches that reflect your brand’s personality.
Incorporating traditional holiday imagery with something personal – like a custom design or a team photo – helps ensure your card resonates with recipients while standing out from the crowd.
Appreciation messages resonate strongest
When it comes to your business holiday card message, expressing gratitude makes the biggest impact. The survey found that 49% of recipients remember messages of thanks or appreciation the most, followed by simple holiday greetings (45%) and humorous content (33%).
This shows that customers value being acknowledged for their support throughout the year. Holiday cards offer the perfect opportunity to go beyond seasonal greetings and show genuine appreciation for their business.
Source: Holiday business card design by NXTcanvas via 99designs by Vista
What else should you put on the holiday card?
In addition to expressing appreciation and sending holiday greetings, a business holiday card offers a chance to highlight your wins and raise awareness of your brand’s achievements. While 22% of recipients had no preference for the content and 19% preferred cards with only holiday greetings, 59% of survey respondents appreciated receiving year-end updates, as they add a personal touch.
Here are a few ideas to include in your holiday card:
- Year-end highlights: Share key accomplishments or milestones from the past year.
- Plans for the New Year: Offer a sneak peek into what’s coming up for your business.
- Community involvement: Mention any charitable efforts or local events you supported.
Alternatively, consider adding helpful tips and advice or new services and announcements, as 35% and 31% of respondents respectively have mentioned those to be most useful or interesting when receiving a holiday card from a business.
You can also tailor your holiday card to the type of relationship you have with your customers. For example, here are a few ideas by industry:
| Industry | What to include |
| Real estate | A local market snapshot or your favorite neighborhood holiday spots |
| Healthcare | A thank-you for your patients’ trust and a reminder to book annual checkups |
| Financial services | A year-end financial tip or tax-season reminder |
| Restaurants & cafés | A chef’s favorite festive dish or an invitation to a seasonal menu |
| Retail | Best-selling products of the year or a sneak peek at an upcoming collection |
| Salons & spas | Seasonal self-care tips or a New Year appointment reminder |
| Home services | Winter maintenance tips homeowners can put to use right away |
| Professional services | A key business insight or trend clients should watch in the coming year |
| Nonprofits | One meaningful impact statistic and a thank-you to donors and volunteers |
Not sure where to start? Check out business holiday card message ideas for inspiration and make sure your message stands out this holiday season.
Handwritten elements are highly valued
While the message inside your business holiday card is important, the way you present it matters just as much.
Handwritten messages or signatures can make all the difference. According to the survey, 25% of recipients consider handwriting extremely important, while 38% say it’s very important. Adding a handwritten note transforms your card from a simple marketing tool into a personal connection.
Mention the recipient’s name (for 24% of survey respondents it’s extremely important, for 33% – very important) to further personalize the experience, making your message even more impactful.
The key takeaway here is that the most memorable holiday card messages are those that are personalized. A handwritten note or signature adds authenticity and helps strengthen the connection with your customers.
Physical cards dominate digital
Building on the idea of handwritten messages, it’s clear that physical holiday cards have a strong appeal. While digital cards are convenient, 53% of people prefer receiving physical ones, with only 9% favoring digital. A physical card feels more personal and meaningful. The effort of sending a physical card – whether it’s in the design, the message or the delivery – shows your business cares and values the relationship.
Match your holiday card design to your brand
Design trends change every year, but the best holiday cards always feel like a natural extension of your brand. This season’s most popular styles range from playful illustrations to nostalgic holiday motifs, giving businesses plenty of ways to express their personality.
If you’re not sure where to start, use your industry as a guide:
| Business holiday card design trend | What it looks like | Best suited for |
| Bows & baubles | Elegant ribbons, ornaments, metallic accents and festive embellishments that create a polished, gift-inspired look | Boutiques, beauty salons, florists, bakeries, gift shops and luxury retail brands |
| Decorative type | Bold typography takes center stage, with minimal graphics and refined layouts for a clean, modern aesthetic | Law firms, accountants, consultants, financial advisors and other professional services |
| Graphic greetings | Bright colors, playful illustrations, geometric shapes and bold compositions that feel fresh and contemporary | Tech companies, startups, agencies, creative studios and digital businesses |
| Hand-crafted holiday | Hand-drawn illustrations, textured details and organic elements that give the card a warm, personal feel | Local businesses, cafés, restaurants, wellness brands, makers and nonprofits |
| Nostalgic christmas | Classic holiday motifs, vintage-inspired colors and timeless seasonal scenes that evoke familiarity and tradition | Real estate agencies, insurance providers, healthcare practices, family-owned businesses and other relationship-driven brands |
Give your logo a quick quality check
A great design can still fall flat if your logo prints blurry or has a visible background. Before you send your card to print, take a minute to check your artwork:
- Use a vector file (AI, EPS or SVG) whenever possible for the sharpest print quality.
- If you’re using a PNG, choose a high-resolution file with a transparent background.
- Avoid copying logos from your website or social media – they’re often too small for print.
- Double-check that your logo looks crisp in the final preview before placing your order.
Timing matters: When should you mail your business holiday cards?
As we’ve discussed, the key to a successful business holiday card is the message and design. But timing matters too. Sending your card at the right time is one of the most important holiday marketing tips for small businesses and it can make all the difference in your holiday marketing strategy.
Survey results show that early December is the ideal time, with 50% of respondents saying they prefer to receive cards then. Here’s a breakdown of the timing preferences:
- Early December: 50%
- Late November: 16%
- A week before the holidays: 16%
- Timing doesn’t matter: 17%
- Other: <1%
So, to maximize the impact of your holiday card, aim for early December. This ensures your card arrives at the right time, before the holiday rush sets in.
For non-customers, use Every Door Direct Mail (EDDM) to send business holiday cards to a local audience, introducing them to your brand with a festive touch.
Ready to elevate your holiday marketing with cards?
Business holiday cards are a cost-effective, timeless way to connect with your customers. They strike the perfect balance between professionalism and warmth – strengthening relationships and driving lasting loyalty. More than just a seasonal greeting, holiday cards leave lasting impressions that build genuine connections with your clients.
With the right partner, creating these impactful cards is easy. VistaPrint offers businesses the flexibility to design cards that show care, add personalized touches and blend classic holiday elements with modern design.
Methodology
This survey was conducted online on August 14th, 2025, with a representative sample of 1,000 U.S. respondents who say they recall receiving business holiday cards every year, most years or some years. Those who responded that they “never” receive holiday cards from businesses or organizations were screened out for the purposes of this survey.
Business holiday cards FAQs
What do you write in a business holiday card?
Keep your message warm, concise and genuine. Start with a holiday greeting, thank the recipient for their support throughout the year and sign off with your name or team. If appropriate, include a brief year-end milestone, a look ahead to the coming year or a special offer – but avoid turning the card into a sales pitch.
How do you format a business holiday card for clients?
A business holiday card should be easy to scan. Include a short greeting on the front, a personalized message inside and your logo or business name in a subtle, unobtrusive way. Leave enough white space so the design feels clean and the message remains the focus.
Should you send the same holiday card to every customer?
Not necessarily. Long-term customers, new clients and prospects all have different relationships with your business. Adjusting your message – or even sending different card designs to different customer groups – can make your holiday campaign feel more thoughtful and relevant.
Should business holiday cards include a promotional offer?
A seasonal offer can work well, but it shouldn’t dominate the card. Treat it as an added benefit rather than the main message. A simple thank-you paired with an exclusive discount, early access or limited-time promotion often feels more personal than a sales-heavy design.
How many business holiday cards should you send?
If your budget is limited, start with the customers who have the strongest relationship with your business, such as repeat buyers, long-term clients or referral partners. You can always expand your mailing list in future years as your campaign grows.