‘Tis the season for gift giving—whether it be a significant other, a best friend, or family members, gifts are being exchanged left and right all month long. But in the midst of all this generosity, don’t forget that giving gifts to clients is just as important.

It sends a good message.

Everybody wants to feel appreciated, especially during the holiday season. Giving gifts to your clients shows that you value their business, but more importantly, value the relationship you have with them.

It keeps you top of mind.

Maybe your competitors are also sending gifts, but it doesn’t hurt to match (or beat) the competition by sending one yourself. It’s also a chance to show off your creativity and prove that you know your client through and through. When they want your type of service down the line, they’ll know just who to call.

It’s a way to show your personal brand.

We’ve talked about the importance of personal branding many times, and for good reason. It’s one of the most important aspects of marketing yourself to clients and prospects. This gift can be a great way to showcase what your brand is, so take advantage of this opportunity.

It helps build trust.

Trust isn’t a guarantee—it’s something that has to be earned. While it’s not for certain that a gift will earn you that trust, it’s one more way to get a client to think of you as more as a friend, and less as someone to just do business with.

It can help you reconnect.

Maybe you want to reconnect with an old client, and giving a gift can be a great way to do just that. Even if this person has moved on to doing business with someone else, this lets them know that you’re still thinking of them. In turn, they may choose to do business with you again in the future.

This holiday season, don’t forget about giving gifts to your clients. It’s sure to go a long way.