We all love presents, right? Of course. Think about the times you’ve received a gift from a vendor. It probably made you smile, and you likely felt it was pretty thoughtful (unless you got fruitcake. Then you might have felt confused). Now think what you did after you got the gift. Did you buy from that company again? I bet you did.

Now flip that around. By giving gifts to your clients and customers, you further that connection you have, and increase the opportunity for your clients to do repeat business with you. You’ve heard the statistics that it’s cheaper to get a repeat customer than a new one. And at this time of the year, you can do it for the cost of a gift basket, bottle of wine or other thoughtful gift.

For all the money you spend on Yellow Page ads, Google AdWords and other marketing, you can get more bang for your buck during the holidays. While your gift giving efforts aren’t blatant advertising (skip the cheap tschotchkes with your company logo for bigger clients), they have the effect that good marketing provides. They help build a warm, fuzzy feeling toward your company.

What to Give
First, determine your budget. You might break down your client list into tiers, and dedicate a different amount to spend for each increasing level of revenue they provide your company. A $10,000 a year client certainly deserves a $100-200 gift, but if you work with smaller clients, you might limit the budget to $25 per person.

You can find corporate gift items like food gift baskets, chocolates, and sweets, or you can customize the gifts. If a client loves golf, consider a package from the local country club. If a client is a wine connoisseur, look to the liquor store for recommendations on a good bottle of Sangiovese.

Plan ahead. It’s already December, so start your client list, develop your budget, and decide what to buy soon. Then factor in shipping times, if your clients aren’t local.

In the Recession
You may not have the budget this year for client gifts. No one can fault you for that. If this is the case, get creative. Send custom e-cards that will make your clients smile, send a personalized card in the mail, or call your client on the phone (yes, I know, calling is so passé) to wish them happy holidays.

And while the orders may not roll in on January 1 as a result, you can be sure your clients have you on their minds, and when the time comes to buy, you’ll be the first one they call!

Editor’s Note: Susan Payton is the Managing Partner of Egg Marketing & Public Relations, an internet marketing firm specializing in blogger outreach, social media, and PR.