Christmas cards in law firms: A marketing decision disguised as a tradition

Why law firms should rethink Christmas cards as a conscious marketing and relationship decision rather than an automatic end-of-year tradition.

4 mins read

Every December, law firms ask the same question, often more out of habit than strategy:
Are we sending Christmas cards this year?

It sounds like a small decision. In reality, it is a useful example of how tradition, brand, sustainability and client relationships quietly intersect. As with most things in legal marketing, there is no right or wrong answer. What matters is whether the choice fits your firm, your values and the relationships you are trying to maintain.

Why physical cards still appeal

Physical Christmas cards persist because they do something digital communication often struggles with.

• They feel personal. A card suggests intention, even when the message itself is simple.

• They are human and approachable, which still matters in a profession that can feel formal and transactional.

• They also exist in the physical world. Cards sit on desks, shelves or reception counters for weeks, offering gentle brand visibility without demanding attention.

For some firms, not sending a card would feel like a noticeable shift, particularly with long-standing clients or referrers.

Why many firms are reconsidering

At the same time, the downsides are increasingly visible.

• From an ecological perspective, printed cards are difficult to reconcile with sustainability goals. Paper, printing, envelopes and postage all come with an environmental cost.

• Many cards are also short-lived. Even well designed ones often end up in the recycling bin in January.

• There is also the question of budget. Large card runs are expensive, and marketing teams are right to ask whether that spend could deliver more impact elsewhere.

• And finally, when everyone sends one, cards can start to feel routine rather than meaningful.

Are digital Christmas cards the better answer?

Digital cards are often presented as the obvious solution. No paper, no postage, no physical waste.

But they are not impact-free.

Emails, animations, videos and hosting all have an ecological footprint, even if it is less visible. More importantly, digital cards are easy to ignore. Many are opened briefly, if at all, before disappearing into crowded inboxes.

They can work well when they are thoughtfully written, well timed and clearly intended for the recipient rather than a mailing list. They work less well when they feel automated or interchangeable. Digital is not automatically better. It simply requires the same level of intention as print.

There is no single right answer, even at client level

Just as there is no universal right or wrong answer on Christmas cards for law firms, there is also no single right approach for every client.

If you genuinely think a client would appreciate a card, send one.

If a client has made it clear that they dislike Christmas cards, or seasonal gestures more generally, that is useful information. In those cases, it may make more sense to reconsider and choose a different gesture instead.

This is the end of the year. There are many ways to acknowledge a relationship. A short note, a call, a small gift, a charitable donation, or simply saying thank you in a thoughtful way. And sometimes, despite all the alternatives, only a card will do.

The more useful question to ask

Rather than debating cards versus no cards, a better question is: What are we trying to express with this gesture?

Is it appreciation? Continuity? Visibility? Values?

Once that is clear, the format becomes secondary.

What firms are doing instead (or in addition)

Across the market, firms are increasingly selective rather than dogmatic.

• Sending fewer physical cards, reserved for key relationships, but doing them properly
• Pairing a simple card with a clearly explained charitable donation
• Replacing cards with a modest, well chosen gift, such as chocolates or locally sourced products
• Using digital messages strategically, for example a short end-of-year note from firm leadership
• Adopting a hybrid approach, combining physical and digital depending on the audience

None of these options is inherently better. What matters is that the decision is conscious rather than automatic.

Why this matters beyond December

Christmas cards are a small thing. That is precisely why they matter.

They reveal how firms think about relationships, sustainability and consistency in moments when nothing is being sold. When handled thoughtfully, even a simple end-of-year gesture can reinforce trust. When handled automatically, it becomes background noise.

For CMOs, this is less about cards and more about decision-making discipline.
For lawyers, it is about understanding that relationships are not managed one-size-fits-all.

And at the end of the year, that awareness often matters more than the format of the gesture itself.