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This year we’re seeing hundreds of large corporations scaling holiday plans back to the bare minimum. Many small businesses, on the other hand, don’t have any holiday celebrations that include clients and customers. In fact, many don’t do much more than send clients a card. Why should they do a little more than that?

1. When it comes to customers and clients it’s essential - if only at this time of year - to let them know how much their business is valued. Showing clients how much you value their business, year round, should not be related to religious connections. Or how you may feel about the season. This is simply a gathering of your clients to show how much you appreciate them.

2. You’re spending personal time with clients. Likely talking about more than business happenings. Away from work, clients are more relaxed and willing to talk about kids and family. It’s your opportunity to share some personal info. To start developing a relationship. To listen. And show you care. They should be much more than a name on a check.

3. In these few unguarded moments, away from work, you may discover more than you learned all year working with them. And if you listen closely, you’ll discover new ideas they have. Other biz directions they’re thinking about, or planning, to take. Even info about people they plan to hire. Brief moments like these can provide a treasure trove of valuable info. Plus give you the opportunity to casually bring up plans you may already have in mind for them. Or you can use this valuable time to ask for suggestions on how you can better do the job.

A business holiday celebration can be as simple as having appetizers and drinks in your conference room. Dinner, or buffet, in a private room at a local restaurant. If you’re a retailer, an after-hours open house may be more appropriate. Whatever the case, don’t let the holiday season end without letting your clients know they’re an integral and valued part of your business. And will be for years to come.