Table of Content
- Why Q4 Communication Matters for B2B Relationships
- The Story Behind Christmas Cards
- The Impact of AI on Holiday Communication
- What to Write in a Christmas Card
- Do’s and Don’ts of B2B Holiday Greetings Around Europe
- The Rise of Personalised Christmas Cards and Gifts
- Unusual and Memorable Christmas Cards on the B2B Marketplace
- The Alternatives to Sending Christmas Cards
- New Ways to Share Holiday Wishes
Why Q4 Communication Matters for B2B Relationships
A short message at the end of the year can help start more natural conversations. It reassures international partners who value clear and respectful communication. Even if it seems small, this kind of gesture helps keep supplier relationships positive and human.
Global industry data shows that the Christmas and New Year period remains the busiest season for greeting cards. International studies estimate that about 1.3 billion Christmas cards are exchanged worldwide each year.
For many people, it can be difficult to know what to say, but it doesn’t have to be complicated. A simple, well-chosen message using clear and natural language, stays professional and expresses appreciation in just a few thoughtful lines.
The Story behind Christmas Cards
What began as a personal tradition gradually moved into the professional sphere, as companies recognised how effective a year-end message can be in expressing appreciation and strengthening cooperation.
The custom itself has deep historical roots. The first commercially printed Christmas card appeared in 1843, created by Sir Henry Cole, and the practice spread quickly as printing and postal services expanded across Britain and later Europe.
In 1843, Inventor Henry Cole Created the Very First Christmas Card | Source:Vintage News Daily
As B2B activity grew more international in the 1980s and 1990s, holiday cards became an important way to maintain long-distance relationships, long before email or digital platforms became standard.
Even now, with countless online alternatives, the physical card still carries symbolic value. Many partners appreciate receiving something tangible, especially after a year of online collaboration across borders.
Receiving personalised Christmas cards from long-term partners shows that the company has taken a moment to communicate directly. For many organisations, a well-timed Christmas card acts as the final, thoughtful step in a year of ongoing communication. It offers a moment to pause, summarise the cooperation and set expectations for the months ahead.
In a few words, Christmas cards are a concise format that still stands out as a professional and human way to maintain continuity and reinforce trust across supply chains.
The Impact of AI on Holiday Communication
AI tools are influencing how companies prepare their holiday communication. They help draft messages, refine wording and support personalised greetings.
More European suppliers are turning to AI-assisted writing to keep tone and terminology consistent across several languages, which is especially valuable for businesses operating in multinational regions like DACH or Benelux.
However, technology alone does not create meaningful messages. The difference still comes from human imagination and the quality of the relationship behind each greeting.
However, technology alone does not create meaningful messages. The difference still comes from human imagination and the quality of the relationship behind each greeting. Artificial intelligence provides structure, clarity and brand consistency, while also helping writers move past the blank page.
It may sound bizarre, but when used the right way, artificial intelligence gives professionals more room to focus on creating messages that feel relevant and genuinely human.
What to Write in a Christmas Card
How to greet and thank partners in a way that feels professional yet warm?
The key point is personalisation. Whether the year went smoothly or included challenges, your note should show attention, understanding and a genuine commitment to the partnership.
The way you sign a card or add a short note influence how the recipient remembers the relationship at the end of the year.
What makes a card effective is not its design alone but the clarity of the message it carries. A short thank you for what you achieved together, a line about their reliability in busy periods or a quick note about working together next year can all help keep the relationship positive and forward looking.
Some companies also use the opportunity to include a clearly identifiable contact for any upcoming request for quotation, making the message both warm and practical without turning it into a sales pitch.
Most professionals prefer messages that recognise the business relationship without sounding like a sales pitch. The idea is to build trust and start the new year on a positive note.
You can keep it simple by focusing on a few practical points, such as:
- Saying thank you for working together, for example: “Thank you for your cooperation throughout the year.”
- Acknowledging support during challenging periods: “We appreciated your reliability during busy and unexpected moments.”
- Looking ahead to future projects: “We look forward to continuing our work together next year.”
- Referring to shared values: “It’s a pleasure to work with a partner who shares our focus on sustainability.”
You can also make the message more meaningful by adding a short personal note linked to something that happened during the year.
For example, you might refer to a specific project or moment:
- “We particularly appreciated your flexibility during the spring order changes.”
- “Thank you again for your support during the summer peak period.”
- “It was a pleasure working together on the new product launch this year.”
One simple reference like this can make a holiday message feel more sincere and personalised.
Even if the situation you mention was challenging or negative, referring to it can still be positive. It can highlight your ability to adapt, support each other and find solutions together.
For example:
- “Despite the delivery delays earlier this year, we appreciated how efficiently we worked together to resolve the situation.”
- “The supply disruptions were challenging, but your responsiveness helped keep things moving.”
- “Although the project required last-minute adjustments, the way we handled them together strengthened our cooperation.”
Used carefully, these references show reliability and problem-solving skills, reinforcing the idea that you are a partner who brings solutions, not just comments on problems.
Do’s and Don’ts of B2B Holiday Greetings Around Europe
Holiday greetings play an important role in strengthening business relationships, but their impact depends heavily on local expectations, which can vary widely across Europe.
What works in one country may be seen as too informal, too late or even inappropriate in another. Accuracy is essential.
Before sending greetings, check cultural norms, regional preferences, and logistical realities to ensure your messages and gifts are received positively.
For example, a warm, personal tone may be appreciated in Spain or Italy, while Germany and the Nordics often expect more formal, concise communication.
Also, timing is important: sending a card or gift too early or too late can diminish its effect, especially around national holidays or peak delivery periods.
The table below highlights some of the key do’s and don’ts of holiday greetings across European markets.
The Rise of Personalised Christmas Cards and Gifts
Personalised Christmas cards have become increasingly popular as companies look for ways to make their holiday communication feel more tailored and professional.
Many organisations print personalised Christmas cards packs because they make it easy to include a logo, highlight company values or certifications, and add small digital touches such as QR codes that lead partners to useful resources.
As a result, personalised cards have evolved into a simple, effective way for B2B teams to present their brand clearly while closing the year with a thoughtful, well-prepared message.
In the same spirit, many companies extend this approach beyond cards by choosing xmas hamper boxes or curated gift boxes for corporate gifting, especially in countries where year-end appreciation is firmly rooted in business culture.
These sets usually combine local gourmet products, subtle branded elements, seasonal details and sometimes the company’s own products, making the gesture feel considered without being overdone.
Unusual and Memorable Christmas Cards on the B2B Marketplace
Many well-known companies use creative holiday cards to stand out. Instead of relying on standard designs, they turn year-end greetings into a subtle extension of their brand, combining originality with professionalism.
Unusual formats work best when they:
- clearly reflect the company’s identity
- remain creative without losing business credibility
- stay consistent with global brand guidelines
Several international brands illustrate this approach well.
Companies like Google and Dropbox are known for illustrated holiday cards that feature their teams or playful interpretations of their products. These cards feel friendly and human, while still clearly belonging to the brand. The design often tells a small story, making the card memorable without being promotional.
Mailchimp has repeatedly used bold illustrations and unexpected visual styles in its holiday greetings. The result is creative and recognisable but still aligned with its brand voice. This type of card works particularly well for companies that already position themselves as innovative or design led.
Other organisations take a more personal route. Firms such as Salesforce or LinkedIn have shared holiday visuals featuring their teams, office culture or community initiatives. Group photos, illustrated portraits or themed photo shoots help remind partners that real people stand behind the platform or service.
Some companies go even further digitally. IBM and Adobe, for example, have experimented with animated holiday messages or interactive cards that subtly reference their expertise in technology or creativity.
The Alternatives to Sending Christmas Cards
Many companies now look beyond traditional cards when reaching out during the holidays. These alternatives make it easier to connect with international partners, share updates quickly and adapt messages to different markets without losing the personal touch.
New Ways to Share Holiday Wishes
Some record short musical messages with their own teams or hire professional singers for a polished seasonal touch. Others produce branded video clips or use QR-coded animations that appear on packaging. A few even attach holiday notes to Christmas delivery updates or order confirmations.
These formats feel fresh, travel easily across international markets and fit naturally into digital customer journeys
Also, because seasonal greetings have become increasingly digital, platforms like LinkedIn now play a central role in how companies communicate during the holidays.
Businesses use social media to share year-end messages, highlight important projects, and thank their partners. These platforms also let them quickly share updates, like a new supplier database or product catalogue.
Conclusion
Personalised cards, AI and digital formats are making B2B year-end communication easier than ever. Companies can quickly personalize messages while keeping them clear and professional.
What remains constant is the impact of a timely greeting. It helps close the year on steady ground and creates the momentum needed for the next.
Also, with instant, wide reach and no shipping needed, social media has become a natural channel for professional holiday communication. But that’s another story.
For more ideas on holiday communication, europages Inside Business offers helpful tools and inspiration.
