The holiday season isn’t just about shopping sprees and festive lights—it’s a prime opportunity for new business owners to build lasting connections with customers. But here’s the truth: you don’t need a huge budget or a massive marketing team to make an impact. You just need focus, authenticity, and a simple plan.
This guide breaks down holiday marketing into an easy, four-part framework: define your audience, choose one or two authentic touchpoints, plan your timing, and measure engagement. Along the way, you’ll find a practical checklist, common pitfalls to avoid, and real data to guide your decisions.
Define Your Audience
Before you post your first holiday message or design that festive sale banner, pause. Who are you really talking to?
Your audience isn’t “everyone who celebrates the holidays.” It’s the specific group of people who already engage with your business—or who should. Whether you’re selling handcrafted candles or offering social media consulting, your audience has unique values and habits.
Start by asking:
- What problems or desires are most relevant to them during the holidays?
- Are they shopping for themselves or for others?
- Do they prioritize convenience, price, or meaning?
According to Deloitte’s 2024 Holiday Retail Survey, consumers plan to increase holiday spending by 8% compared to the previous year. Spending on experiences is expected to rise 16%, showing that people value memorable, emotional connections just as much as material gifts.
For a new entrepreneur, this means your messaging should focus less on transactions and more on connection.
Tip: Review past customer feedback, website traffic, or social media analytics. Even a few insights can help you tailor your message effectively.
Choose 1–2 Authentic Touchpoints
Now that you know who you’re talking to, the next question is: where will you talk to them?
You don’t need to be everywhere. Choose one or two touchpoints that feel genuine to your brand. Maybe that’s a short, heartfelt email series or a few well-designed social posts. Maybe it’s a limited-edition product drop or handwritten thank-you notes.
Examples of Authentic Holiday Touchpoints
- Email Campaigns: Personalized subject lines drive results. In fact, FedEx and C Space found that personalized email subject lines achieved 35% higher open rates, and segmented campaigns outperformed generic ones by 3×.
- Social Media Posts: Focus on storytelling rather than sales. Share behind-the-scenes looks at your small business prepping for the holidays.
- Physical Gestures: Thoughtful, tangible touches still matter. Consider sending thoughtful business holiday gestures like personalized cards to your most loyal customers.
- Branded Merch: Even a simple t-shirt design can spark conversation and build community around your brand.
Keep it small, but make it meaningful. Authenticity always beats volume.
Plan Your Timing
Timing can make or break your campaign. The best time to start isn’t “when you have time”—it’s when your customers are planning, browsing, and buying.
Here’s what the data says:
- According to Adobe’s 2024 Holiday Advertising Insights, U.S. online retail spending hit $241.4 billion, up 8.7% year-over-year.
- Over 56% of online holiday revenue came from mobile devices.
- And FedEx reported that on Christmas Day alone, 65% of online sales happened on smartphones.
So yes, mobile is where your customers are.
When to Start
Most holiday shoppers start browsing in October, but serious purchases ramp up right after Thanksgiving. Build your timeline backward:
- October: Tease upcoming offers or launch gift guides.
- November: Open early access deals for loyal customers.
- December: Focus on last-minute promotions and express shipping.
- January: Send thank-you messages or loyalty discounts.
Pro tip: test your website and checkout process early. Slow load times and confusing payment steps can cost you sales—especially when carriers like USPS and FedEx reported slower on-time delivery rates last December.
Measure Engagement
After the holidays, don’t just move on—analyze what worked. You can’t grow what you don’t measure.
Focus on these metrics:
- Open Rates (for emails)
- Click-Through Rates (for social or ads)
- Sales Conversion (which promotions drove real action)
- Customer Retention (how many buyers returned post-holiday)
Mobile data also tells a story. eMarketer notes that U.S. retail m-commerce sales grew 13.4% in 2024, reaching $140.65 billion—over half of all e-commerce sales. That’s a clear sign that optimizing for mobile experiences pays off.
Use what you learn to refine next year’s approach.
Consistency Over Scale
You don’t need a massive campaign to make a real impact. Consistency—posting regularly, showing up authentically, and delivering on your promises—builds trust faster than flash sales or viral ads ever will.
Small actions done consistently matter more than big ones done rarely. A heartfelt thank-you post every December can mean more than a single, expensive campaign.
Focus on:
- Regular posting (even if it’s once a week)
- Responding to customer comments and messages
- Keeping your tone warm, honest, and personal
Over time, these small, consistent actions turn first-time shoppers into loyal advocates.
Holiday Marketing Checklist
Here’s a simple checklist to guide your planning:
Pre-Holiday Prep
- [ ] Review your target audience and goals
- [ ] Audit your website and mobile checkout
- [ ] Plan shipping and delivery schedules
- [ ] Choose one or two marketing touchpoints
During the Holidays
- [ ] Post consistently (even short updates count)
- [ ] Use personalization in emails
- [ ] Track sales and engagement daily
After the Holidays
- [ ] Send thank-you messages to customers
- [ ] Review analytics and ROI
- [ ] Note what to repeat—and what to skip—for next year
Common Pitfalls to Avoid
New entrepreneurs often trip up in predictable ways. Here’s how to sidestep the most common ones:
- Doing too much: You don’t need a full campaign on every platform. Pick a few channels and commit.
- Ignoring mobile: More than half of holiday purchases happen on phones. Test everything there first.
- Last-minute planning: Waiting until December can mean missed shipping windows and stressed customers.
- Skipping follow-up: Don’t let relationships end after the sale. A simple thank-you goes a long way.
Conclusion: Start Small, Stay Consistent
Holiday marketing doesn’t have to be overwhelming. Define your audience, connect through one or two genuine touchpoints, time your outreach wisely, and track what matters.
The holidays come around every year—but every season is a chance to strengthen your brand and deepen customer trust.
So start small. Be intentional. And remember: consistency beats scale, every single time.
