Most jewelers make Thanksgiving a target day to have their Christmas greetings ready to be mailed in the first part of December. But Nancy Schuring does things a little differently. Veterans’ Day is her mark on the calendar to put the finishing touches on her Thanksgiving Day greeting letter and mailing list [above].

That’s right. Instead of sending out Christmas cards that will be one of hundreds of seasonal greeting cards, Schuring gets the jump on the holiday season by saying “thanks” on Thanksgiving.

“We’ve been doing this for three years, and it is well received by all of our customers,” says Schuring, the owner of Devon Fine Jewelry in Wyckoff, N.J. Schuring’s Thanksgiving Day letter is a simple letter of appreciation with a horn of plenty graphic and a fall-looking border—that’s it. No holiday coupon. No call to action. Not even a hint of “come in and see us.” Just a simple thank you.