09/08/2026
Something we've noticed over a lot of holiday seasons: bigger firms and high-value service businesses are more likely to pick a foil card.
It isn't universal. Plenty of firms send a printed card every year and it does exactly what they need. But once a list gets past a few hundred names, or the firm is in wealth management, law, or another business where the relationship is the product, foil shows up more often than not.
When we ask why, it's usually one of two things. The first is association: the card should feel like the firm, and a firm that presents itself as premium doesn't want the one piece of physical mail it sends all year to feel ordinary. The second is simpler. December desks get a lot of cards. The one that catches light gets picked up first, and the one that gets picked up is the one that gets remembered.