Why Holiday Marketing is Essential for Small Businesses
TL;DR – Holiday Marketing for Small Businesses
Holiday sales can make up 20% or more of your annual revenue so don’t skip this season.
Start planning your campaign 2–3 months in advance to beat the rush and stay ahead.
Focus on clear goals, smart offers, and festive content that speaks to your ideal customer.
Use email, social, and retargeting ads to stay top of mind throughout the season.
Don’t stop after the holidays. Post-season follow-ups can turn one-time buyers into loyal fans.
The holidays aren’t just busy, they’re make-or-break. Holiday sales can account for up to 20% of a small business’s annual revenue. That’s not a bonus. That’s your bottom line.
And yet, most small businesses either start too late or throw something together at the last minute. No real strategy. Just a few festive posts, a rushed discount, and a hope that customers will magically show up.
But let’s be honest: that’s not a marketing strategy.
If you want real results this holiday season (more sales, stronger customer loyalty, and a marketing plan that doesn’t burn you out) you need to be intentional. That means planning earlier. Getting creative. And using tools and strategies that work even if you don’t have a massive team or budget.
In this guide, I’m breaking down what holiday marketing actually is, when to start, and how to build a campaign that cuts through the noise. You’ll get proven tips, real examples, and simple frameworks you can actually use.
What is Holiday Marketing, Really?
The Basics
Holiday marketing is the process of promoting your business, products, or services around specific holidays, like Black Friday, Christmas, New Year’s, or even Small Business Saturday (one of my favorites). It includes running holiday-themed campaigns, offering seasonal deals, and creating content that taps into what people are feeling and shopping for during this time of year.
Why Holiday Marketing Campaigns Work So Well
People are already in buying mode. Over 50% of consumers start their holiday shopping before Halloween. That means they’re actively looking for deals, gift ideas, and inspiration. A festive, strategic campaign helps you meet them where they are and give them a reason to choose you.
Why Small Businesses Can’t Skip Holiday Campaigns
It Levels the Playing Field
Big brands may have huge budgets, but small businesses can compete through creativity, community focus, and personalized offers. In my experience, this is where us small businesses can get ahead. Well-timed messages help small businesses build loyalty and trust.
Where Most Small Businesses Miss the Mark
Here are a few common mistakes: not starting early enough, offering generic discounts, and forgetting about customer experience. A solid holiday marketing plan fixes all of that.
The Opportunity in Off-Peak Holidays
Off-peak periods (before or after major holidays) offer lower ad costs and higher visibility. So don’t sleep on January sales or holiday gift card follow-ups because they can boost your ROI with less competition.
How to Build a Holiday Marketing Campaign from Scratch
Step 1: Set a Clear Goal
Ask yourself: What do I want out of this campaign? More sales? New email subscribers? More traffic to my website? Defining your goal helps everything else fall into place.
Step 2: Pick the Right Holiday(s)
You don’t have to go all in on every holiday. Choose the ones that make the most sense for your audience. Don’t forget about:
Black Friday
Cyber Monday
Christmas
Small Business Saturday
New Year’s
Valentine’s Day
Step 3: Know Your Audience
Think about how your ideal customer behaves during the holidays. Do they look for gift ideas? Do they want quick, affordable options? Use this to guide your messaging and offers.
Step 4: Choose Your Channels
Where does your audience hang out? Use that to decide where you’ll promote your campaign:
Email marketing
Social media (Instagram, Facebook, TikTok)
Your website
Step 5: Design the Offer
Make your holiday offer clear and compelling. Business.com suggests:
Flash sales
Bundles
BOGO (Buy One, Get One)
Free shipping
Limited-time promotions
Step 6: Prep Creative Content
People are scrolling fast so your visuals and copy need to grab attention. Create:
Holiday-themed graphics
Email templates
Social media posts
Festive product photos or videos
Step 7: Automate What You Can
Use email automation and social scheduling tools to save time. That way, you can focus on engaging with your customers instead of being stuck behind a screen. Start working on this EARLY!
When to Plan Your Holiday Campaign
Start Early
Most successful holiday campaigns are planned in Q2 or Q3. Early planning helps you:
Avoid last-minute stress
Secure ad space before it gets expensive
Create higher-quality content
Build a Simple Campaign Calendar
Block out key dates:
Brainstorm ideas: August
Create content: September
Launch prep: October
Live campaigns: November & December
When to Launch Your Campaign
Launch Timing = Visibility
If you wait until December, you’re already late. Start teasing your offers in October, go live in early November, and build momentum from there. Keep in mind the power of staying engaged after the holidays, especially for customers with gift cards or returns.
10 Easy and Effective Holiday Marketing Tips
Review last year’s performance
Send fun, festive emails
Create a holiday gift guide
Use countdown timers to build urgency
Offer exclusive early access to your list
Collaborate with another small biz
Use customer-generated content in your promotions
Run retargeting ads
Optimize your website for mobile shopping
Keep talking to your audience post-holiday
Holiday Marketing Stats That Might Surprise You
20% of a small business’s yearly revenue comes from the holiday season
Email campaigns see 25-30% higher open rates during holidays
Holiday-themed landing pages can boost conversion rates by 20% or more
Bonus: After the Holidays – What Smart Businesses Do
Send "Thanks for Shopping" emails
Offer bounce-back discounts for January
Ask for reviews and referrals
Track what worked and what didn’t
Clean up your email list and prep for Q1
Final Thoughts: Make Holiday Marketing Work for You
The holiday season is more than a shopping rush, it’s a rare opportunity to connect with your audience, increase revenue, and build long-term loyalty. And for small businesses, it’s not just about jumping on the bandwagon. It’s about being intentional, timely, and strategic.
We’ve walked through what holiday marketing really is, why it matters more than ever, and how you can plan and launch a campaign that actually drives results. From setting clear goals and picking the right holidays to creating strong offers and launching at the right time, you now have a framework to build a campaign that stands out.
Remember: start early, stay focused, and don’t underestimate the value of post-holiday momentum.
If you’re looking for a partner to help you do it all without burning out, Schulze Creative is here to help. We build personalized campaigns that reflect your brand and actually work, so you can focus on running your business and serving your customers.
Need help getting your holiday campaign off the ground? Let’s build something magical together. Reach out to Schulze Creative today for a free marketing strategy session and let’s make this holiday season your most profitable yet.
FAQs About Holiday Marketing
What is the best holiday for small business promotions?
Black Friday, Cyber Monday, and Small Business Saturday are the most popular, but even less obvious holidays like New Year’s or Valentine’s Day can be profitable if they match your brand.
How early should I start my holiday marketing?
Ideally, plan 2-3 months in advance and start teasing your audience at least 4-6 weeks before your campaign goes live.
Do I need a big budget to run a holiday campaign?
Not at all. Many of the most effective strategies (like email, social media content, and gift guides) cost little or nothing. Creativity goes a long way.
Should I still market after the holidays?
Yes! Many customers have gift cards or are looking to start fresh in the new year. Post-holiday marketing is a big opportunity.
Can Schulze Creative help with holiday campaigns?
Yes! At Schulze Creative, we specialize in building personalized digital marketing plans that work during high-traffic seasons like the holidays.
What makes Schulze Creative different from other marketing agencies?
We offer personalized digital marketing that actually works. We don’t use cookie-cutter templates – we get to know your business and create campaigns that reflect your voice and goals.
Does Schulze Creative offer done-for-you holiday content?
Absolutely. From emails and ads to holiday-themed Reels and gift guides, we can handle it all so you can focus on running your business.
When should I book a holiday strategy session with Schulze Creative?
We recommend starting in Q2 or Q3 to get ahead of the rush. Book early to secure your spot and start building momentum.
