I like sending holiday cards and gifts to my clients. I try to find the perfect small gift to send to each one that matches who they are.

I always receive a holiday card from my financial advisor. It’s the typical corporate stuff where she signs her name. But this year, with the market down 35% and like everyone else, I have lost a bunch of money, she sends a card and a $20 Starbucks gift card. Ugh! I don’t get this kind of gesture. Is this suppose to make up for all the market losses and make me feel better? I know the market dive is not her fault. What does she hope a $20 giftcard will accomplish?

What I would have preferred was a personalized note that went something like this:

“Dear Barry,

Happy Holidays (she would remember of course that I am Jewish). I know that this year has been very difficult for all of us in the market. Like you, I have lost a ton of money. Alan Greenspan says that this is a perfect storm and only happens every 100 years. Why couldn’t it happen next century? During these tough times, I appreciate you sticking with me and (her company name) and allowing me to help you through this financial crisis. Please let me know what I can do to help you battle through these recessionary times. I remain committed to your long term prosperity.”