Holiday greetings to clients are much more than a seasonal courtesy – they can be a powerful business development tool if done well. Attorneys who approach holiday outreach as a way to start a conversation will see a far greater impact than those who approach it as a one-time, annual gesture.

An email or a card is a nice sentiment, but this alone is not enough. This outreach is merely an opening move and a chance to create a space for meaningful engagement beyond December. Here are a few ways to turn holiday outreach into a relationship builder.

Be Festive and Forward Looking

The holidays naturally lead into a fresh start in the new year, and January is a prime time for reconnecting. As clients are setting priorities and planning for the year ahead, reach out with language that provides seasonal warmth with forward-looking language, such as: “As we head into the new year, I’d love to talk about your goals for 2026 and how I might be able to help.” This approach combines seasonal pleasantries with forward-looking collaboration for the year ahead.

Be Genuine, Not Generic

Throughout the holiday season, clients are often flooded with the generic “happy holidays” notes. Season’s greetings can stand out by incorporating conversational elements:

1. Reference Their Recent Success: “Congratulations on your recent project – it would be great to connect in January to chat.”

2. Share Something Valuable: “I came across this article and thought of you. Does this resonate with what you are seeing at your company?”

3. Ask About Holiday Plans: “Do you have anything fun planned with the family this year?”

Questions and personal touches are a great way to keep the door open for further dialogue and demonstrate attentiveness rather than just copying and pasting a template. An authentic, client-focused message is more likely to lead to a meaningful conversation.

Be Intentional to Build Momentum

The biggest mistake an attorney can make with their outreach? Sending holiday greetings and stopping there. The best outreach will lose momentum without a plan. Here are some simple items to track:

1. Who was contacted?

2. What was discussed?

3. What’s the next step?

The plan doesn’t need to be complex; it just needs to exist.  A simple spreadsheet or calendar reminder should be plenty to stay on track. When follow-up becomes routine, holiday outreach can turn relationship-building into a strategy rather than a seasonal item to check off a list.

Why Holiday Outreach Matters

Holiday messages spread more than just cheer – they reinforce existing relationships, strengthen new connections and keep the firm top of mind for future conversations. In a time when the market is more competitive than ever, small, intentional touchpoints can make a big difference.