The holiday season brings more than cheer and celebration. It kicks off one of the busiest shopping periods of the year. For small businesses, this time presents a big opportunity to attract both new and loyal customers. People are focused on gift lists, hunting for deals, and planning their spending. That’s why having a strategy for small business marketing during the holidays can lead to stronger connections and better sales.

Instead of rushing to post last-minute offers or content, getting ahead with a plan helps you stay organized and consistent. A clear strategy allows you to reach your audience with messages that feel timely and personal. Whether you’re highlighting a seasonal product, running an event, or simply posting festive content, the right approach keeps your brand visible and your business top-of-mind.

Plan Early for the Holiday Rush

Waiting until December to begin your holiday marketing is a missed opportunity. Planning early gives you more time to fine-tune your ideas, schedule content, and prepare assets like graphics or videos. You also leave room for adjustments if something doesn’t go as expected.

Here are some useful steps to help you get ready in advance:

- Make a marketing calendar starting in late October or early November. Spread your content out so you’re present throughout the season without overwhelming your audience.

- Highlight major shopping dates like Black Friday, Small Business Saturday, Cyber Monday, and key gifting weekends.

- Build your content strategy with a mix of visuals, blog posts, and email blasts. Decide which platforms will carry each message.

- Set your goals early. Decide what success looks like—more online orders, increased foot traffic, or stronger email engagement—and be realistic about your budget.

If you've run holiday campaigns before, look at past results to see what worked or didn’t. Metrics like open rates, click-throughs, comments, or purchases can give you helpful direction. That way, you avoid repeating efforts that didn’t make an impact and can focus more on what your audience prefers.

Utilize Social Media to Engage Customers

People are on their phones more than ever during the holidays, scrolling through timelines crowded with gift guides, seasonal memes, and winter-themed trends. Your small business can show up in fun, personal ways that connect with those moments.

Here are simple ways to make the most of your social media over the holidays:

- Share behind-the-scenes videos of your team packing orders, decorating the store, or prepping special items.

- Post short gift guides that show how your products fit into someone’s holiday activities or traditions.

- Run a hashtag contest where followers tag friends or share their own holiday experiences using your products.

- Launch a short-term paid ad with a strong visual and holiday message that runs in the weeks leading up to mid-December.

You don’t need fancy equipment to create content that connects. Something casual, like a heartfelt video message from your team or a fun slideshow of gift ideas, goes a long way if it feels authentic. Try to be consistent with your posting. A one-off photo won’t keep people engaged. Schedule regular updates and maintain a steady presence throughout the season.

Create Holiday-Themed Promotions and Discounts

Price-based promotions are a natural fit for the season, but their presentation matters. People respond best to offers that feel time-sensitive, clearly stated, and tailored to the season.

Types of promotions that get attention this time of year include:

- Limited-time offers with a countdown or specific end date

- Buy-one-get-one deals for smaller gifts or stocking stuffers

- Handpicked gift bundles with a holiday theme or special packaging

- Complimentary gift-wrapping or festive add-ons

- First-access deals for returning customers or email subscribers

If you offer multiple deals, spread them out instead of listing everything at once. Focus each week on one main product or offer and keep the messaging tight. Post clear details on when each promo starts and ends, what it includes, and how your customers can grab it. Transparency builds trust, and trust leads to action.

Optimize Your Website for Holiday Shoppers

If your social media or email efforts do their job, people will eventually click through to your website. Once they’re there, make sure the experience is smooth and stress-free. Holiday shoppers often make quick decisions, and a clunky site can undo all your marketing progress.

A few areas to check before the rush begins:

- Make sure your website loads fast on both mobile and desktop

- Check that your menus and search bar are easy to use

- Keep cart and checkout steps simple and secure

- List shipping information and holiday cut-off dates clearly

It’s also smart to bring a festive touch to the visual layout. Update homepage banners, create a seasonal shopping section, or add icons and banners that match your promotions. Update product descriptions to include holiday-related searches like “gifts for coffee lovers” or “winter must-haves.” These touches help potential buyers navigate efficiently and add personality that makes your store more memorable.

If your busiest time of year usually falls around mid to late December, test all website updates ahead of time. Confirm that sale pages or email links all lead to the right items, error-free. That saves you from scrambling during the holiday peak when you should be focused on shipping and customer service.

Engage Customers with Email Marketing

Email continues to be one of the most direct ways to talk to people about your holiday deals and updates. During this season, inboxes might fill up, but well-timed, personal emails still have a strong impact.

Think of breaking your campaign up into four or five smaller emails that each serve a different purpose:

1. A teaser email highlighting top holiday products or bundles

2. A roundup of quick gift ideas for late shoppers

3. A countdown reminder about order deadlines

4. A thank-you message at the end of the season with a follow-up offer or sincere customer appreciation

Writing in a friendly, casual voice helps. Keep emails short and focused, and skip the fluff. The most effective subject lines are clear, not gimmicky. People want to know what they’re opening—whether it’s a discount, tip, or final order reminder.

Segmenting your list helps the message feel more targeted. Maybe one group mostly shops early in the season, and another prefers deals after shipping cutoffs. Send different versions of your campaign to reflect those habits and you’ll increase the chance of someone clicking and buying.

Making The Most Of The Holiday Season


Marketing doesn’t have to be overwhelming as long as you plan with purpose. When you start early, stick to a content schedule, and bring something seasonal to your website, emails, and daily posts, your business stays top of mind for customers looking to shop smart.

Every piece of effort—from a single product page update to a thoughtful email—can drive stronger engagement and better results. When shoppers feel like you’re speaking directly to them during a hectic time of year, they’ll be more likely to come back, not just during the holidays, but long after December has passed.

If your small business is ready to go all in this season, a little structure now can bring lasting impact later.

To boost your holiday marketing efforts, focus on effective small business marketing strategies that genuinely connect with your audience. By building early momentum, creating festive social content, and promoting timely offers, you can set your business apart this season. Oddball Creative is here to help turn those ideas into campaigns that make an impact when it matters most.