It is traditional for wedding guests to shower the bride and groom with gifts on their big day—but should wedding planners do the same throughout the wedding planning process?
Client gifting has become a popular way for wedding planners to elevate the client experience and adda touch of luxury to their planning services. These gifts can range from small tokens of appreciation to more elaborate gestures, and they're designed to show gratitude, strengthen relationships, and enhance the overall wedding experience for clients.
How do you know whether client gifting is right for your wedding planning business? This article explores:
- What is client gifting?
- Is client gifting right for your business? And what gifts align with your brand?
- How to incorporate client gifting into your wedding business
Let's unwrap the secret to better client relationships for your wedding business...
What is client gifting?
Client gifting is a wonderful practice to have for your wedding planning business. However, it's not mandatory.
You have to remember that although wedding planners work in the same industry, circumstances differ. Some planners have more capacity to offer gifts, whilst others may prefer to show their love in a different way. That could be the case for you—and that's perfectly fine!
If you've always had a knack for choosing gifts, however, then client gifting is a great tradition to practice for your business. There are a lot of benefits of sending clients gifts such as...
- Enhanced client experiences. Gifts strengthen the bond between the wedding planner and the client even before the actual planning. This allows for smoother consultations and negotiations moving forward.
- Positive testimonials and reviews. Happy clients are more likely to leave positive reviews and testimonials on your social media pages and website. This boosts your wedding business' reputation and attracts new clients.
- Differentiation. Gifts set you apart from the competition. It shows a willingness to go above and beyond for clients and showcases the planner's attention to detail and customer service.
- Increased sales. Clients always recommend planners who make them feel appreciated and satisfied. This generates positive word-of-mouth referrals, which entices more potential clients to book you for future events. Not to mention, if the gift is something that can be shared during the wedding, then it can create networking opportunities with other vendors and guests!
Challenges of client gifting as a wedding planner
It's good to be reminded that amidst the river of benefits gift-giving has to offer, it also comes with its own share of risks. Consider these challenges before deciding to say 'yes' to sending gifts to your clients...
- Budget limitations. No matter how small your gift is, it will cost you money. This makes it a risky venture for new wedding planners or those dealing with tighter finances. You can spend more if you're able to, or stick to budget-friendly yet valuable gifts—at the end of the day, it's the thought that counts. Remember: gifting is a long-term investment that manifests when your clients offer referrals or book your services for different life events.
- Time and effort. Coordinating the purchase, delivery, and presentation of gifts can eat up time and energy. This adds up to your responsibilities and may affect your schedule.
- Client perception. While the intention behind client gifting is to show appreciation, some clients may perceive it as an attempt to upsell or manipulate them into spending more money.
What should your business be giving?
Before deciding on a gift to give your clients, you have to get to know them and tailor your choices to their lifestyle. There's never a right or wrong answer—it always differs. A chef bride would love a customised cutting board. While a constantly travelling couple would swoon over a personalised travel journal.
Second, think about what stage they are in their relationship. If they're getting engaged, then a customised engagement photo session would naturally be better than a honeymoon gift basket. On the other hand, if they're about to have a bachelor and bachelorette party, then a self-care gift set would hit the mark.
Remember, the main purpose of client gifting is to show appreciation. The second, is to contribute to the overall messaging of your brand. Make sure that the gifts you give align with the style and narrative you are building for your wedding business.
Running out of ideas? Explore four wedding client gift ideas...
- Gifts for two. As a celebration for your clients' love, you can never go wrong with couple items. This could be anything from his and her robes to matching pillowcase sets.
- Customised gifts. Customised gifts are an all-time favourite for all events, especially weddings. Think monogrammed wine glasses or personalised ring boxes! The best part? These can be given at any stage, may it be pre-planning or post-wedding. Pro Tip: Avoid gifts with your logo on them. These can come across as impersonal and make clients feel uncomfortable.
- Experiences. If you're looking for something less physical and more unforgettable, then say yes to gifting experiences! Set your favourite client up for a couple's spa day or a styled engagement photoshoot as a surprise. Be warned though, experiences are pricey so you may want to reserve this for loyal clients or those who send you a lot of referrals.
- Self-care package. Wedding planning can be incredibly stressful and can take a toll on the couple's physical and mental well-being. A simple care package lets your clients know that you think about them and provide an opportunity for them to relax, unwind, and take a break from the hustle and bustle. Your self-care package can include luxury bath bombs, scented candles, body lotions, and so on!
When should you send gifts to wedding clients?
When is the best time to send client gifts? There are three key moments when it's best to send a gift to your clients: during onboarding, within the week of their wedding, and after their first anniversary.
Sending a welcome gift is a nice way to kick off your wedding planning journey together. This could be something simple like a small guidebook to help them start planning, along with some chocolates or a bottle of champagne to celebrate the beginning of their wedding journey.
As the big day gets closer, couples can become nervous. Sending a gift is a thoughtful way to show that you're thinking of them during this busy time. You could put together a little self-care package with bath salts, candles, or snacks to help them relax, or, you could give them something practical like an emergency kit filled with things they might need on the day of the wedding.
A nice touch for maintaining client relationships is to send a gift to your couple on their first anniversary. It's a way to show that you remember and value their relationship, and it helps increase the likelihood of positive reviews and referrals for years to come.
Should you say "I do" to client gifting?
While client gifting is not mandatory, it is a beautiful tradition to practice in your wedding planning business. It can improve client satisfaction, generate positive testimonials, differentiate yourself from competitors, and increase sales through referrals. However, there are also some challenges to consider such as budget limitations, time constraints, and client perception.
When choosing gifts, tailor them to the couple's preferences and wedding stage. A few client gift ideas that we highly recommend are couple items, customised gifts, self-care packages, and experiences.
To budget effectively for client gifts, set aside 1-3% of your annual sales and consider limiting the number of recipients or gifting in tiers. As soon as the gifts are ready, the best times to send them are during onboarding, the week of their wedding, or after their first anniversary.
