The end of the year really does have a certain energy to it, right?. Makers are racing to finish orders, post out the last parcels, survive market season and find five minutes to breathe.
Customers are distracted, tired and trying to remember who they’re yet to buy gifts for. It’s basically a circus. Which is why this moment is ripe for a little appreciation.
Not a whole production, but a genuine and meaningful moment of gratitude to the people who kept your creative practice afloat this year.
Here are a few simple and manageable ways to close out the year with appreciation that feels good for everyone involved.
Send a short, heartfelt note
A short message that acknowledges what your customers helped you achieve carries weight. It could be something like:
- “Your support this year helped me keep creating.”
- “Thank you for choosing handmade when the world keeps pushing the opposite.”
- “You make this work possible.”
Hot Tip: Pop it into a printed note slipped into your last orders of the year. Keep it honest, warm and in your own voice.
Choose your audience
There are two groups worth thinking about:
Everyone: A general thank you message in your newsletter or on social media reminds your whole community that they matter to you.
Your VIPs: The customers who keep coming back, the ones who always comment on your posts, the ones who supported you through slow months. A personal email to to a select group of highly loyal customers has huge impact. It doesn’t need to be salesy. In fact, it shouldn’t be. It just needs to convey your appreciation for their loyalty.
Offer something small, but generous
Especially since small businesses can’t often commit to massive discounts, instead you can offer a moment of generosity if you wish:
- A free upgrade to express post until your cut off date for festive postage.
- A gift-wrapping option for your high-value or repeat customers.
- Early access to your next product or line release.
- A private coupon code for your VIP list
These aren’t about pumping up sales, even though in many cases they may help. Ultimately these actions are about reinforcing trust and loyalty through your authentic appreciation of your customers.
Share a moment of reflection
Sharing a reflection from your personal year reminds your customers there’s a human behind the work. Depending on your own story, these kinds of stories can be of interest to your audience:
- “This was the year I almost gave up on, and now things are improving again.”
- “This year taught me to trust my creativity more.”
- “Your messages on my tough days do help.”
You don’t have to enter full-on dramatic territory, especially if you lean towards being more private. Just a glimpse behind the curtain is sometimes a way to connect you with your people.
Keep it simple
Please remember, this isn’t an opportunity to perform gratitude. It’s to express it. One thoughtful post or email can do so much more for building that human connection than any flash sale or expertly posed product shot.
This time of year can get emotional and be full of pressure. A moment of appreciation can cut through the noise and remind your customers why they chose to shop with you in the first place.
Say thanks in a way that feels manageable for you, meaningful for them and grounded in your brand, business and personal values.
Sometimes these small acts are the moments that reinforce loyalty long after the seasonal dust settles.
