Overcome Holiday Marketing Challenges: Tips for Small Businesses

posted by Damaris Melfi
Read time 19 minutes

The holiday season is the most important time of the year for small businesses! Are you ready for that? 

With the year wrapping up, the holiday season represents a big opportunity for businesses to reach their financial goals and invest in the marketing game. Check out some stats based on the Small Business Now report from Constant Contact:

Gray Orange Dark Green Bags & Backpack Landing Page Website

  1. Let's start with the basics - Make sure you plan ahead:

To ensure a successful holiday season, it's important to start brainstorming and outlining your holiday marketing strategy well in advance. This way, you'll have plenty of time to develop a detailed plan for each stage of the holiday season. Think about what goals you want to achieve in terms of financial, customer satisfaction, brand awareness, and investment. πŸ“ˆ Then, start drawing up a plan that can help you meet those goals.

  1. Understand your target audience:

This step is crucial - take the time to truthfully get to know who your customers are and what they're looking for during the holidays! By understanding their needs and preferences, you can tailor your marketing efforts to specifically cater to them.

  1. Offer special deals:

Customers are always on the lookout for something special at this time of year, so exciting discounts, promotions, and exclusive offers will get their attention and encourage them to choose your business. If you have an online store, offering free shipping, for example, is a great special offer that can drive strong sales during the holiday season.


  1. Embrace social media

Social media is where it's at these days, whether you like it or not. It's the perfect platform to promote your products and connect with customers in a fun way during the holidays.  Here are some cool ideas you could do to generate more engagement:

  • Run a holiday-themed contest. People love getting involved and winning stuff.
  • Provide gift suggestions to help shoppers find the perfect present.
  • Give your followers a behind-the-scenes look at your business during this festive season. Those behind-the-scenes videos are always a hit!
  • Dive into video marketing. It's a solid investment that can really pay off.

According to the Small Business Now report from Constant Contact, personalized emails and texts (52%), social media ads (42%), and sales or discounts (40%) are the most popular tactics for growing a customer base during the holidays. So give 'em a shot!

  1. Create festive content

Create festive content that captures the holiday spirit while staying true to your brand messaging. Whether it's blog posts, videos, or infographics, injecting some holiday cheer into your content strategy will make shopping online an exciting experience for everyone.

  1. Join forces with influencers:

This is a big deal! If you can, team up with influencers or micro-influencers who connect with your target audience. They can help spread the word about your business during this busy time of year. According to a survey about Social Media Influencers in Canada, "Influencers are especially important when it comes to building awareness about certain products or services; after being exposed to content from an influencer, most Canadians reported doing online research about or visiting the link associated with a product or service promoted by an influencer."

  1. Get on board with mobile optimization:

More and more people use mobile devices for research and shopping. Be sure your website is mobile-friendly to prevent you from losing sales just because your site wasn't prepared. Mobile optimization also gives you the best chance of making a sale without customers needing to visit physical stores for seasonal deals.

  1. Make the most of email marketing:

Send well-crafted, personalized emails that inform customers about upcoming promotions, limited-time offers, and new product releases, or simply wish them Happy Holidays and let them know you're there for them. If you sell products online, sending an automated email offering free expedited shipping can help reduce abandoned e-commerce carts. 

CΓ³pia de Gray Orange Dark Green Bags & Backpack Landing Page Website

  1. Go above and beyond with customer service

Deliver exceptional customer service during the holiday season to make a lasting impact on shoppers and foster repeat business. While acquiring new clients is important, it is equally vital to value and appreciate your loyal customers. According to an article published on Business.com, β€œ81% of consumers chose specific brands during the 2021 holiday season because they were part of their loyalty programs, and 61% joined loyalty programs primarily for discounted offers”. Additionally, repeat customers contribute to almost two-thirds of your sales, underscoring the importance of maintaining strong connections with them. 

  1. Track and analyze results

Utilize analytics tools to track the progress of your holiday marketing campaigns. This enables you to gauge the effectiveness of your marketing initiatives, pinpoint areas that require improvement, and make informed decisions based on data insights. Keep a close eye on various channels such as social media, email marketing, search engine marketing, content marketing, and paid advertising. Segmenting your audience based on demographics, behaviour patterns, or other relevant criteria provides valuable insights into consumer preferences. Furthermore, monitoring competitors' data can provide valuable information about industry trends and identify opportunities for advancement. 

And there you have it! Although small businesses can face various challenges when it comes to the holiday season, with careful planning and strategic execution, these obstacles can be overcome to successfully capitalize on the lucrative holiday season. By implementing these tips, your business can not only compete with large retailers but also establish long-lasting relationships with your customers, and create a unique and unforgettable shopping experience. Happy holiday season to you! 


Never miss a post

Sign up for our email newsletter and get marketing news, tips and more sent right to your inbox

Recent Posts