While showing appreciation for your customers should be an ongoing endeavor, reaching out in this new year — after holiday shopping is over — could help your company stand out, and create customer loyalty beyond seasonal sales.

“Customer loyalty is the lifeblood of startups and small businesses,” writes business.com senior analyst Max Freedman. “It’s how they differentiate themselves from the competition and flourish.”

Take a peek at what marketing experts say about post-holiday engagement and the importance of making customers feel valued.

Why Customer Appreciation Matters for Loyalty

Data and analyses site Marketing Charts cites research that says consumers elevate brands when they themselves feel elevated.

Eighty-two percent of consumers said they favor a brand’s messaging that treats them like an individual, and 8 in 10 (79 percent) favor messaging that strives to develop a relationship, says a post by Marketing Charts.

Further, most customers say they favor businesses that offer rewards.

A study by marketing agency Kitewheel found that three-quarters of consumers see loyalty programs as a means for brands to demonstrate their loyalty to consumers. Similarly,  Marketing Charts research showed 82 percent of consumers favor a company’s messaging that rewards them for their loyalty.

Here are 4 ways to show customers you appreciated their business during the holiday season and generate customer loyalty .

Send a Discount Code

Thank customers by sending them a discount code they can use for a purchase in the new year.

If you can frame the discount deal as a reward for shopping at their business, even better.

Research has shown the many benefits of offering rewards, such as a means to generate repeat business, including from Marketing Charts, which said 82 percent of consumers favor a brand that rewards them for their loyalty.

“Customers like to feel appreciated for spending their hard-earned dollars at a particular business,” explains a post by American Express on its Business Class site.

For small businesses, it can be a tricky budget stretch to offer corporate-level rewards but even small gestures can make customers feel valued, the article says.

Host Exclusive Events for Loyal Customers

If you want to create a truly positive experience that makes your best customers feel appreciated, consider offering special shopping hours just for them, suggests Small Business Trends senior staff writer Annie Pilon.

“Send out an email to your best customers inviting them to a private sale or loyal customer-only hours,” Pilon writes. 

The article suggests saying something like, “We’re inviting all of our best customers to a special shopping event! Enjoy exclusive deals and a unique shopping experience as a thank you for your continued patronage.

Surprise Customers with Unexpected Perks

Surprise customers who shopped in or shopped with your business during the holiday season with an unexpected perk, something different than rewards you’ve offered in the past.

“Companies that surprise customers with unexpected benefits can end up creating the kind of “wow” experience that leads customers to spread the word to their friends – and that word-of-mouth marketing is priceless,” adds the American Express post.

Build a Sense of Community

While showing appreciation through rewards comes in different forms, making a connection with your customers and creating a sense of community have become essential elements of successful rewards programs.

“The key to unlocking genuine customer loyalty lies in cultivating gratitude. Gratitude in business is about showing appreciation and creating an emotional bond that transcends mere transactions,” says an article by marketing agency Madison Taylor.

“It’s not just about thanking customers for their purchases but valuing their contribution to a shared purpose or goal.”

The blog cites Chewy as an excellent, and successful example of a rewards program that harnesses the power of gratitude to forge stronger customer connections.

“Chewy, often praised online for its heartfelt, handwritten thank-you notes to pet owners, exemplifies how simple appreciation can deepen customers’ loyalty toward a brand-rewards program,” says the post.

Wrapping Up: Start the New Year with Customer Appreciation

Showing appreciation after the holiday season isn’t just a nice gesture—it’s a powerful way to strengthen customer relationships and encourage repeat business. Whether through discounts, exclusive events, unexpected perks, or building a sense of community, these strategies help your brand stand out and create lasting loyalty. Start the new year by making customers feel valued, and you’ll set the stage for continued growth and success.