christmas cards

Tis the season and the christmas cards are rolling in fast. Collecting the cards this year has become a lovely part of the afternoon routine for my family- checking the letter box, bringing in the pile, opening the cards, talking about who they're from, what's on the front, why we don't have snow here at christmas...Cards are really helping build the Christmas momentum in our house.

However, since we own a business we are getting a lot of cards from people we deal with, suppliers and such. I have to say, a card from a business is not such a joy. Maybe I feel like this because our first card was from the broker who sold us the business (who gained about $5000 from the transaction) with whom we have had no contact since. Then a card came from the accountant's office, signed by everyone in the office. Which is nice, but currently we are still waiting on our tax figures from our 'swamped' accountant, but apparently she's busy signing christmas cards. Then a sales man who I deal with sporadically dropped in a card. But he was really only checking out what we are using and if there is a sales opportunity there.

I do realise that christmas is a massive marketing tool. Every business book recommends sending a christmas 'something' to your customer data base to remind them you exist. But isn't christmas supposed to be about something else? Family, friends, personal reflection during a sacred and spiritual time. It's not the best opportunity for people with whom you have an account to 'remind you they exist'. I get those reminders every month..

What about those who don't participate in Christmas? I have received nothing from my Indian drygood supplier, nothing from the Jewish papergoods people. What about the faux pas of sending them a card? In our multicultural world, it's potentially a very bad decision to use a religious holiday as a business opportunity. What say you on that, marketers?

So, I've decided that a business custom thank-you and New Year acknowledgement on the Christmas statement, along with our holiday trading hours is the most appropriate action for us. I'm comfortable with it and it's as sincere as I can be. Afterall, it's just business.