The frost may not quite be off the pumpkin patch, however, soon the sleigh bells will be ringing to usher in the holiday season! For small businesses, the holiday season is not just a busy time, it is the time to shine! Will you be ready?
Between managing inventory, staffing and regular day-to-day responsibilities, adding “Holiday Marketing” to your list of “To-Dos” can feel overwhelming. To help you manage your Holiday Marketing and – perhaps more importantly – capture that festive spirit, we have prepared an actionable checklist.
Whether you appreciate a solid strategy and ROI or just want to connect and create an experience for your customers, this checklist will help you leverage the holiday buzz to build lasting relationships, delight your customers and set your business up for a fantastic new year.
PHASE 1: Develop the Plan (October - Early November)
It’s important to lay the groundwork and plan for the holiday season. This should happen well in advance of December 1st!
- Review Last Year's Data (If You Have It): What sold well? What promotions flopped? Who were your most engaged customers? Learn from the past.
- Set Clear Goals: Don't just say "make more money." Be specific: "Increase Q4 sales by 20%," "Grow email list by 15%," "Increase average order value by $10."
- Identify Your Key Holiday Products/Services: What are your bestsellers or ideal gift items? Focus your marketing efforts on these.
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Update Your Website/Online Store:
- Holiday Banners & Aesthetics: Add festive imagery, colours, and fonts.
- Gift Guides: Create curated gift guides to make shopping easier. Think "Gifts for the Tech-Lover", "Cozy Home Essentials", or "Gifts Under $50”.
- Optimize Product Pages: Ensure high-quality photos, compelling descriptions, and clear pricing.
- Stock Levels: Confirm you have enough inventory for anticipated demand.
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Plan Your Promotions & Offers:
- Early Bird Deals: Reward those who shop early.
- Black Friday/Cyber Monday Strategy: Don't get lost in the noise; have a unique angle.
- Small Business Saturday: A crucial day to rally local support.
- Bundles/Packages: Offer value-added sets. Think product + service or multiple items at a discount.
- Gift Cards: Always a solid choice for last-minute shoppers.
- Segment Your Email List: Plan different messages for new subscribers vs. loyal customers.
- Schedule Social Media Content: Outline your themes, posts, stories, and reels for the entire season.
- Prep Your Local SEO (If Applicable): Update holiday hours, special events, and photos on Google My Business.
PHASE 2: Execute the Plan (Mid-November - December)
It’s showtime! Time to execute your plan and engage.
- Launch Early Bird Promotions: Get the ball rolling and encourage early shopping to spread out demand.
- Execute Black Friday / Cyber Monday / Small Business Saturday Campaigns: Be ready to push these hard.
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Email Marketing Blitz:
- Send out your gift guides.
- Announce new products or limited editions.
- Highlight special offers and discounts.
- Send "last call" reminders for shipping deadlines.
- Share behind-the-scenes holiday cheer from your team.
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Social Media Domination:
- Engage, Don't Just Promote: Ask questions, run polls, share user-generated content.
- Behind-the-Scenes: Show your team prepping orders, decorating, or celebrating.
- Contests/Giveaways: Boost engagement and reach.
- Holiday-Themed Content: Share tips, festive recipes, or fun facts related to your niche.
- Utilize Stories/Reels: These are perfect for quick updates, sneak peeks, and timely announcements.
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In-Store Experience (If Applicable):
- Decorate: Create a festive and inviting atmosphere.
- Holiday Music: Set the mood.
- Special Events: Host a holiday open house, tasting, or workshop.
- Friendly Staff: Train your team to handle increased traffic and provide exceptional service.
- Gift Wrapping Service: A huge value-add for busy shoppers.
- Press & PR (If Applicable): Send out holiday-themed press releases to local media about your unique products or events.
- Customer Service Excellence: This is paramount during the holidays. Be responsive to queries, handle issues gracefully, and exceed expectations.
PHASE 3: The Post-Holiday Wrap-Up (Late December - Early January)
Don’t ghost your customers after the holidays! Be sure to nurture the relationship with new and loyal customers.
- Thank You Messages: Send out emails or social posts thanking customers for their support.
- Gather Feedback: Use surveys or direct outreach to understand their holiday shopping experience.
- Promote Post-Holiday Sales: Clear out excess inventory or offer discounts on winter items.
- Encourage Reviews: Ask for product/service reviews – critical for future sales.
- Nurture New Leads: Add new customers to your regular email list and social channels.
- Plan for Returns/Exchanges: Make the process clear and easy.
- Analyze Your Results: What worked well? What could be improved next year? Document everything!
Make your holiday season festive and bright by following this checklist to help eliminate the stress that can rob you of your holiday spirit. Let your authentic small business story shine bright. Your customers will appreciate the heart and soul you pour into your work.
If your small business needs assistance developing a Holiday Marketing plan or help with updating your website, creating and developing blog articles and campaign strategies, consider contacting us. Let’s talk over a coffee to discuss your needs and marketing requirements.
Kathy Majkut
Content Development, Copywriting