The holiday season is upon us, and for small businesses, it's time to deck the halls with boughs of... holiday marketing campaigns! The National Retail Federation reported that 2023 holiday sales grew to a record $964.4 Billion. This is up from $929.5 Billion in 2022, and 2021’s $881.6 billion.
If last year and the upward trajectory of the last few years are any indication of what we can expect for 2024, you can't afford to miss out on this festive feast of opportunities. But don't worry, I've got your back with some holiday marketing magic that'll hopefully make your cash register jingle all the way!
As we unwrap this guide, you’ll find some sweet secrets of creating a stellar holiday marketing strategy, 10 piping-hot tips for marketing for the holidays, and 10 promotional ideas that'll make your competitors green with envy (and not just because of their ugly Christmas sweaters). So grab a cup of cocoa, put on your favorite holiday playlist, and let's dive into holiday marketing!
How to create a great holiday marketing strategy
Before we start hanging the tinsel, let's lay the foundation for a holiday marketing strategy that will make all the other businesses online and offline just a little jealous of your retail skills.
Plan your holiday marketing campaign in advance
Remember the last time you left your holiday shopping to the last minute? Yeah, let's not do that with your marketing. Start planning your holiday campaigns as early as July or August. This gives you plenty of time to brainstorm ideas, create content, and set up your promotions without breaking a sweat.
Reading this in September or October? Don’t sweat it. There’s still time; you’ll just need to work a little harder to get everything ready in time for Black Friday! And yes, you need to be ready before the turkey is thawed for Thanksgiving.
Pro tip: Create a holiday marketing calendar that outlines all the key dates and deadlines for your campaigns.
Don’t dismiss this as fluff. A proper holiday marketing calendar will help you stay organized and ensure you don't miss any important opportunities. For example, you don’t want to miss the Black Friday through Cyber Monday weekend! And, if you can put a spin on Giving Tuesday that helps you snag more sales, all the better!
Basically, if you have a plan, you can work the plan and not stress over what holiday marketing assets need to be completed by any given date.
Related: Create a content calendar
Set objectives
When it comes to marketing for the holidays, you need to ask yourself some important questions as you begin your promotional preparation - What do you want to achieve this holiday season? More sales? Increased brand awareness? A partridge in a pear tree? (Okay, maybe not that last one.)
Set clear, measurable objectives for your holiday marketing efforts. This could include targets for revenue, website traffic, email sign-ups, or social media engagement.
This is so important because as the holiday season rolls on, if you see yourself not meeting your objectives, you can dodge and weave as needed.
Use every channel available
As the old saying goes, don't put all your eggs in one basket – or in this case - all your presents under one tree. Spread your holiday cheer across multiple marketing channels. This includes things like:
- Email marketing: If you don’t already have an email list, get on creating one asap!
- Social media: Targeted marketing is your new holiday bestie
- Video content: Think beyond YouTube! You can repurpose your content on TikTok, IG Reels, etc.
- Web content: Blog posts, embedded podcasts, ebooks, and more
- In-store promotions: If you have a physical storefront that is
- Paid advertising: If you can swing it in your budget
When you diversify your approach, you'll reach a wider audience and create a cohesive brand experience across all touchpoints.
Create real, exclusive discounts
Nothing gets shoppers more excited than a genuine bargain. Create exclusive holiday discounts that offer real value to your customers.
But remember, exclusivity is key. Limited-time offers or member-only deals can create a sense of urgency and encourage customers to act fast.
Now that we've got the basics covered, let's dive into some specific holiday marketing tips that'll make your business shine brighter than Rudolph's nose!
10 holiday marketing strategy tips
As promised, below are 10 powerful holiday marketing strategy tips to help you sleigh the competition this festive season. These aren't your average run-of-the-mill strategies – each tip is designed to help maximize your impact and minimize your stress during this bustling time of year.
1. Leverage the power of video
Lights, camera, holiday action! Video content is more engaging than ever, especially during the holiday season.
As such, you should create festive season marketing videos that showcase your products, share behind-the-scenes glimpses of your business, or even just videos wishing your customers a happy holiday.
These fun clips can be shared across social media platforms, your website, and in email campaigns.
Consider creating short, festive product demos, holiday-themed tutorials, or even a heartwarming brand story video.
With every video you create, it’s important to remember that authenticity is key. In other words, don't be afraid to show your company's personality and spread some authentic joy.
2. Personalize your marketing messages
One size doesn't fit all when it comes to holiday marketing. It’s better to use customer data to segment your audience and create personalized marketing messages.
For example, you could send targeted emails based on past purchase history or browsing behavior.
"Hey Sarah, we noticed you loved our peppermint candles last year. Check out our new holiday scent collection!"
This level of personalization shows customers you value their individual preferences. Simple touches like this can significantly boost engagement and conversion rates.
You may also want to consider using dynamic content in your emails that changes based on the recipient's data. Or, if people sign into your online shop, you could create personalized product recommendations on your website as well.
3. Collaborate with influencers
Partner with influencers in your niche to promote your holiday offerings.
Pro tip: Look for influencers whose audience aligns with your target market.
They can showcase your products in holiday-themed content, share exclusive discount codes, or even take over your social media for a day.
When choosing influencers, don't just look at follower count – engagement rate and audience demographics are equally important.
You might also want to consider running a holiday-themed contest or giveaway with your chosen influencers to boost engagement and reach.
4. Join forces with local businesses
While we’re talking about collaboration, you could also partner with other local businesses for joint promotions. For example, let’s say you run a salon. You could partner with a massage therapist to offer a day of pampering bundle! Or a theater could partner with a restaurant to run a dinner and show promotion.
There's strength in numbers, especially during the holidays. Not only do strategic partnerships expand your reach, but it also fosters a sense of community that shoppers love. Consider creating a "shop local" campaign with other businesses in your area, encouraging customers to support small businesses during the holiday season.
You could host a holiday-themed event like a pop-up shop too. Who doesn't love a good holiday party?
Host a special event for your customers, either in-store or virtually. This could be a VIP shopping night, a holiday workshop, a festive scavenger hunt across multiple stores, or even a themed webinar.
It's a great way to engage with your customers and create a memorable brand experience.
For virtual events, consider using interactive elements like polls or Q&A sessions to keep attendees engaged. If you're hosting an in-store event, create a festive atmosphere with decorations, music, and perhaps even some holiday treats.
Have fun with this. No one ever said marketing for the holidays had to be boring!
5. Offer gift cards and gift wrapping
One of my favorite holiday marketing tips is to make gift-giving easy for your customers by offering gift cards and gift-wrapping services.
You can promote these options prominently on your website and in your marketing materials. You could even offer free gift wrapping for purchases over a certain amount.
Perhaps you sell services and not products. You can offer gift cards for this too! Consider creating beautifully designed, holiday-themed gift cards that recipients will be excited to receive.
For online orders, offer the option to include a personalized gift message. These small touches can make a big difference in the customer experience.
6. Boost your holiday SEO
Don't let your business get lost in the holiday shuffle! Implement SEO strategies to increase your online visibility during this bustling season.
Create holiday-focused blog posts and landing pages optimized for search engines. Don't forget to update your Google My Business listing with holiday hours and any special events or promotions.
Remember, many shoppers start their gift hunt with a simple Google search – make sure your business is there to greet them!
7. Create holiday-themed content
While we’re talking about SEO, we have to talk about creating festive content for your potential customers! Create blog posts, social media content, and email newsletters that align with the holiday spirit.
Engage with your followers on social media, on your blog, and on YouTube by asking holiday-related questions or sharing holiday-themed content. Your content could include holiday tips, recipes, DIY projects, or even just heartwarming stories. The key is to provide value to your audience while subtly promoting your products or services.
Consider creating a holiday-themed content series that you release throughout the season. This could be anything from "12 Days of Holiday Hacks" to "A Small Business Owner's Guide to Surviving the Holidays".
You could even create a holiday gift guide to help your customers find the perfect gifts. This can be a blog post, a dedicated page on your website, or even a series of social media posts. Categorize your products by price point, recipient type (e.g., "Gifts for Mom," "Gifts for Tech Lovers"), or holiday theme. Make your gift guide interactive if possible – perhaps with a quiz that helps customers find the perfect gift based on their answers.
Remember to optimize all of this juicy holiday content for search engines to attract new visitors to your site.
8. Optimize for mobile shopping
With more people than ever shopping on their smartphones, make sure your holiday promotions on your website are mobile-friendly. This includes responsive design, easy-to-use mobile checkout processes, and mobile-specific offers.
Test your site's mobile performance regularly and consider creating a dedicated mobile app if your budget allows. Don't forget to optimize your email campaigns for mobile viewing, too – many people check their emails on their phones first.
You could even consider offering mobile-exclusive deals to encourage customers to shop on their devices.
9. Create a holiday landing page on your website
Design a dedicated holiday landing page on your website to serve as a one-stop shop for all your seasonal offerings. This page should feature your holiday promotions, gift guides, festive content, and any special services you're offering (like gift wrapping or extended returns). Make sure this page is easy to navigate and mobile-friendly. Include clear calls-to-action throughout to guide visitors towards making a purchase.
To bring visitors back to this page (and your site in general), implement retargeting ads. These ads target people who have previously visited your website but didn't make a purchase. Create holiday-themed retargeting ads that remind these potential customers about your offerings and any limited-time promotions. You can even personalize these ads based on the products or pages they viewed on your site, making them more relevant and likely to convert.
10. Leverage user-generated content
Encourage your customers to share photos or videos of themselves using your products during the holidays.
Pro tip: Create a branded hashtag and feature the best submissions on your social media or website.
User generated content not only provides you with authentic content but also builds community and trust among your customers.
You could also run a holiday-themed photo contest, offering a prize for the best submission. It might be fun to create a dedicated gallery on your website as well to showcase all the user-generated content, providing social proof to potential customers.
10 holiday promotional ideas
Now that we've covered our holiday marketing tips, let's unwrap some specific promotional ideas that'll make your festive season marketing campaigns truly sparkle!
1. "12 Days of Christmas" sale
Run a 12-day promotion leading up to Christmas, with a different deal each day.
This keeps customers coming back to check what's new and creates a sense of excitement and anticipation. To maximize engagement, tease upcoming deals without revealing specifics.
Use email marketing and social media to remind customers daily about the new offer.
Consider theming each day around a verse from the "12 Days of Christmas" song for added fun and memorability.
For example, five golden rings would be perfect for a jewelry store or—if you really want to get punny—a cell phone provider!
2. The holiday bundle deal
Create special product bundles that offer great value for money. For example, if you sell skincare products, you could create a "Winter Skin Survival Kit" that includes a moisturizer, lip balm, and hand cream at a discounted price.
Present these bundles attractively, perhaps in special holiday packaging, to increase their appeal as ready-made gifts.
3. "Holiday Countdown" flash sales
Implement a "Holiday Countdown" sale as part of your marketing for the holidays. Each day leading up to a major holiday, offer a different flash sale on select products or services.
What’s great about holiday marketing ideas like this is that they create urgency and encourage customers to check your site daily. Use email marketing and social media to announce each day's deal, building anticipation for what's coming next.
4. Exclusive email subscriber offers
When marketing for the holidays, rewarding your loyal email subscribers is always a good idea. One great way to do this is with exclusive holiday discounts.
Send out a series of "subscriber-only" offers throughout the season, each with a unique promo code.
Pro tip: Share on social media and on your website that email subscribers should check their email for “today’s” secret gift.
This strategy can help increase your email engagement rates and drive more traffic to your site during (and after!) the busy holiday period. And, as a bonus, it not only boosts sales but also encourages new sign-ups to your email list.
5. “New Year's Resolution” promotion
Capitalize on the "New Year, New You" mentality with a “New Year's Resolution” promotion. This holiday marketing idea bridges the gap between Christmas and the new year.
Offer special deals on products or services that align with common resolutions, such as fitness equipment, organizational tools, meal planning services, or learning resources.
Create engaging content around how your products can help customers achieve their goals in the coming year.
6. Holiday gift guide extravaganza
Capitalizing on the holiday gift guide marketing strategy we shared earlier, you can use an interactive "Holiday Gift Guide" as a central piece of your marketing for the holidays.
Categorize your products based on recipient type (e.g., "For the Tech Enthusiast," "For the Foodie"), price range, or holiday themes.
To increase its reach, make the guide easily shareable on social media. Consider partnering with influencers to create their own curated gift guides featuring your products.
To take things up a notch, combine this with free shipping for purchases over a certain dollar amount.
7. Friend referral holiday bonus
Encourage word-of-mouth marketing with a "Bring a Friend" holiday promotion. Offer a significant discount to customers who bring a friend to shop with them (for brick-and-mortar stores) or who refer a friend who makes a purchase (for online stores).
For example, a restaurant could offer a buy one, give one gift card promotion.
Holiday marketing ideas like this can boost sales and help expand your customer base.
8. Holiday loyalty program boost
Supercharge your loyalty program for the holiday season. Offer double or triple points on purchases made during specific periods, or create a special "Holiday Bonus" tier with exclusive perks.
Deals like this encourage repeat purchases and can help turn seasonal shoppers into year-round customers. Make sure to promote these enhanced loyalty benefits in all your holiday marketing materials.
Related: Tips for building customer loyalty
9. Limited-edition holiday products
Create buzz and urgency by offering limited-edition holiday products or services. These could be holiday-themed versions of your popular items or completely new offerings available only during the festive season.
Promote these exclusive items heavily in your holiday marketing, emphasizing their limited availability to drive sales.
10. Free gift with purchase
Finally, it’s hard to go wrong with a free gift with purchase promotion. Select a complementary product as a gift for purchases over a certain amount. It doesn’t need to be anything fancy; it doesn’t even need to be something you normally sell.
The great thing about an offering like this is that it incentivizes higher spending and adds value for customers.
Promote the offer prominently on your website and social media, creating urgency with limited-time availability. Consider tiered gifts for different spending levels to encourage larger purchases. This strategy also gives customers an extra reason to choose your store during their holiday shopping.
Holiday marketing in a nutshell
The holiday season is your chance to shine! With these 10 marketing tips and 10 promotional ideas, you can rake in more holiday cheer for your small business. But don't just read – act!
Start planning and acting on these ideas now if you haven't already. Which strategies fit your brand? How can you make them uniquely yours? Remember, early preparation is key to holiday success. So grab a pen (or a word processor), put on some festive tunes, and start crafting your holiday marketing masterpiece. May this year be your best holiday sales season yet!
