I didn’t need it — but it meant something

As a busy mum of five and owner of several businesses, I am always looking for ways to lighten the mental load.

Anything that removes decision-making from my plate is a win.

One thing I’ve done for years is set up subscriptions for all my skincare, haircare and deodorant. That way, when things are running low, I don’t have to think about it — there’s already a refill on its way.

I also try to buy refillable and in bulk where I can. It cuts down on cost and packaging. Win-win.

My hair gel company is on a monthly subscription, and over the last few months they’ve started sending little surprise gifts alongside my order.

Nothing extravagant.

A sample here.
A small product there.
Last month it was a lovely hair towel.

Now here’s the funny part.

I had actually decided I was going to cancel the subscription because I hadn’t quite used up the previous one yet.

And then the surprise gift arrived.

I don’t even use the hair towel.

But I loved the feeling of it.

The thought.
The surprise.
The sense that I was valued.

And I changed my mind.

It made me think about how powerful it is to make customers feel special — not just when they first buy from us, but after.

Retention is often easier (and cheaper) than acquisition.
But it requires intention.

Here are three simple ways you could make your customers — new and old — feel valued:

1. Unexpected extras.
A handwritten thank you note.
A small bonus resource.
A surprise upgrade.
It doesn’t need to be expensive — it just needs to feel thoughtful.

2. Personal check-ins.
A short message asking how they’re getting on.
A quick “thought of you when I saw this” email.
It shows you see them as a person, not just a transaction.

3. Milestone moments.
Celebrate their first year as a client.
A birthday message.
A “we’ve worked together for 6 months” acknowledgement.
People remember how you made them feel.

Sometimes we focus so heavily on bringing new customers in that we forget to nurture the ones already in our world.

And often, it’s those little touches — the ones that don’t take much effort — that create loyalty.

I didn’t need a hair towel.

But I did appreciate being thought of.

And that’s what made all the difference.

Speak soon,

Cherie