By Edward Gelb, ALM
Aurora Legal Marketing and Consulting
The period between Thanksgiving and New Year’s Day presents a unique challenge for attorneys. While the holiday season brings joy and celebration, it also creates anxiety for clients navigating legal matters. Cases don’t pause for the holidays, and neither do client concerns. The attorneys who understand how to maintain meaningful connections during this time build stronger relationships, reduce client anxiety, and position themselves for continued success in the new year.
Why Holiday Client Communication Matters More Than You Think
During the holidays, your clients face a paradox. They’re trying to focus on family gatherings and year-end celebrations, yet their legal matters remain at the forefront of their minds. A pending divorce doesn’t feel less urgent because it’s December. A personal injury case doesn’t cause less financial stress during Thanksgiving week. Criminal charges don’t weigh less heavily on someone’s mind at holiday parties.
What changes during the holidays is the availability of support systems. Your clients may feel more isolated with their legal concerns because “it’s the holidays” and they don’t want to bother anyone. They may avoid discussing their situation with family members who are visiting. They might convince themselves that their attorney is too busy or unavailable, leading them to sit with questions and concerns that compound over time.
This is where proactive communication becomes not just good service, but essential practice management. The attorneys who recognize this dynamic and respond accordingly create loyalty that extends far beyond the resolution of a single case.
The Strategic Holiday Communication Plan
Effective holiday client connection starts with intentional planning in early November. Begin by segmenting your active client base into three categories: cases requiring immediate holiday attention, matters in holding patterns awaiting court dates or responses, and cases nearing resolution. Each category needs a different communication approach.
For cases requiring active work during the holidays, establish clear expectations before Thanksgiving. Schedule a brief call or meeting where you outline what will happen between now and January, what you’ll be working on, when the client can expect updates, and how to reach you if something urgent arises. The key is specificity. Instead of saying “I’ll keep you posted,” say “I’ll send you an update on December 20th about the discovery responses we receive, and I’ll be checking messages on December 27th if anything urgent comes through.”
For matters in waiting periods, your clients need reassurance that silence doesn’t mean abandonment. Send a personalized message in mid-December acknowledging that while the wheels of justice turn slowly during the holidays, you’re monitoring their case and will contact them immediately if any developments occur. Include a specific date when they can expect your next regular update, typically in the second week of January.
For cases nearing conclusion, the holidays offer a natural opportunity to discuss next steps and future planning. Many clients benefit from knowing what happens after their current legal matter concludes, whether that’s estate planning after a real estate transaction, or life rebuilding after a divorce becomes final.
The Personal Touch That Builds Lasting Relationships
Generic holiday greetings create no meaningful connection. Your clients receive dozens of automated cards and mass emails from businesses they’ve interacted with throughout the year. The attorneys who stand out are those who make their holiday outreach feel genuinely personal and relevant to the client’s situation.
Consider sending a brief video message to each active client. These don’t need professional production value. A simple smartphone recording where you address the client by name, acknowledge where their case stands, and wish them well takes three minutes but creates an impact that lasts months. Clients share these videos with family members, screenshot them to save, and remember them long after a printed card gets recycled.
For clients whose cases have concluded earlier in the year, a holiday card with a handwritten note referencing something specific about their matter demonstrates that they weren’t just another file number. “I hope you and your family are enjoying your first holiday season in your new home” means infinitely more than “Wishing you happy holidays from our firm.”
Managing Availability Without Burning Out
Maintaining client security during the holidays doesn’t require you to work through every vacation day. It requires clear communication about your availability and reliable backup systems. Before any holiday closure, send every active client a detailed message outlining your schedule. Include specific dates you’ll be unavailable, when you’ll be checking messages, what constitutes a true emergency worthy of contact, and who they can reach if something urgent arises while you’re out.
Most clients respect boundaries when those boundaries are clearly communicated. The anxiety comes from uncertainty. When clients know you’re taking December 24-26 off but will check messages on the 27th, they can plan accordingly. When they don’t know whether you’re available or not, every day without contact creates stress.
Consider implementing a simple message-checking schedule during holiday closures. Spending fifteen minutes each morning reviewing messages and responding to anything urgent allows you to maintain presence without sacrificing personal time. This minimal investment prevents small concerns from becoming major crises.
The January Connection That Sets the Tone for the Year
Your holiday communication strategy shouldn’t end on New Year’s Day. The first two weeks of January offer a critical opportunity to reconnect with clients and set expectations for the coming months. Schedule brief check-in calls with every active client during this period. These calls serve multiple purposes: they demonstrate your renewed focus after the holidays, they allow you to update clients on any developments, and they give you the opportunity to reset expectations and timelines for the year ahead.
For many attorneys, January also presents the ideal time to ask satisfied clients for referrals. A client who felt supported and connected throughout the holidays is more likely to recommend your services to others. This isn’t about aggressive sales tactics. It’s simply about saying, “I’m grateful for the opportunity to represent you, and if you know anyone facing similar legal challenges, I’d be honored if you’d share my contact information.”
The Measurable Impact on Your Practice
Attorneys who implement structured holiday communication strategies see tangible results. Client complaints and anxiety calls decrease because concerns are addressed proactively. Online reviews improve because clients feel valued during a time when many businesses go dark. Referral rates increase because clients remember feeling secure when they needed it most. And perhaps most importantly, your own stress decreases because you’ve created systems that prevent holiday emergencies.
The holiday season doesn’t have to be a time when client relationships weaken due to reduced contact. With intentional communication strategies, clear expectations, and genuine personal connection, attorneys can strengthen bonds with clients during these weeks. The investment of time in November and December pays dividends throughout the following year in the form of loyalty, referrals, and the satisfaction of knowing your clients feel supported even during the busiest season of the year.
Edward Gelb, CEO/President of Aurora Legal Marketing and Consulting (ALM), authored this article.
As the driving force behind Aurora Legal Marketing and Consulting, Mr. Edward Gelb is committed to transforming lawyers into leaders by employing proven, time-tested marketing and business-building techniques. His innovative approach integrates cutting-edge digital strategies with a profound understanding of the legal industry, enabling law firms to expand their client base and influence significantly.
Mr. Gelb’s expertise encompasses various facets of online marketing, including search engine optimization (SEO), social media management, and custom digital marketing strategies tailored specifically for legal professionals. His primary goal is to elevate law firms and legal practitioners in the digital space, helping them distinguish themselves in a competitive market.
In addition to his professional accomplishments, Mr. Gelb is pursuing a Doctorate in Organizational Leadership, further enhancing his ability to guide law firms toward sustainable growth and leadership. He also holds a master’s degree from Harvard University and a BA in Communications/Journalism from the University of Vermont.
For attorneys seeking to revolutionize their practice and establish themselves as industry leaders, Edward Gelb can be contacted at Ed@AuroraLegalMarketing.com.
To learn more about his marketing firm, visit Aurora Legal Marketing at https://AuroraLegalMarketing.com.
