Your Holiday Marketing Plan Starts Before Thanksgiving

I know. It’s the first week of November, and holiday marketing feels like a December problem. But once Thanksgiving hits, that’s when everything starts. Realistically, you have about three weeks to get it together.

I learned this the hard way. The year we listed our house before Christmas, we didn’t even decorate. You’d think that meant I had extra time, but nope.

We were visiting Tennessee trying to figure out where we wanted to land, going back to Ohio, and getting the house ready to sell. I was also wrapping up my term as president of a board I loved (but that was draining). Through it all, I did nothing to get holiday ready. No posts, no emails, not even my usual January workshop launch.

So instead of enjoying the holidays and the parties, I was scrambling day to day trying to create content. My family has always come first, and that year I didn’t get to act like it.

What does it cost when you go quiet in December?

Going quiet in December costs you the sales you never asked for, and it leaves you playing catch-up in January.

Here’s why it happens. A lot of businesses get busier during the holidays because of the holidays. If you’re in construction, people want everything done by the end of the year. If you clean homes, everyone’s having guests over. You’re busy helping your clients, and that’s a good thing.

But it’s the old story of the shoemaker whose kids have no shoes. Your own business goes on the back burner. You don’t post, you don’t send emails, and you’re not asking for those conversions. Then January gets quiet, nothing has been done, and now you’re playing catch-up.

It’s okay to be busy. And if you’re hosting Thanksgiving, you want those few days before it to get your shopping done and relax, not be on your phone posting on the fly. So now is the time to decide what you want to say from Thanksgiving on.

2. Decide on your offer

Can what you sell be the perfect gift? Gift cards, a service, a product. Decide what that looks like. Do you even offer gift cards? Do you want to?

Service businesses often have a harder time with this one. But we all need services at some point during the year, and there’s nothing wrong with giving one as a gift.

Here’s an idea: think about your slowest season. Say you’re a landscaper. Winter is quiet, and you want to build up your spring contracts. Could someone buy now and use it by the end of spring? That brings money in during your slow season and fills your calendar before spring even starts.

It doesn’t have to be a gift, either. It can be a promotion for the buyer themselves, with a deadline. The right offer can help your fourth quarter and set you up for 2027 at the same time.

3. Thank the people who supported you

Send thank-you cards to your current clients, your past clients and anyone who supported you this year. It keeps you front of mind, but it has to be sincere.

Listen, I know email is super easy. Sit down and write a handwritten card anyway. It makes such a big difference.

Once you know your goal, your offer and who you’re thanking, decide how you’ll promote it, and get it all scheduled.

Do you really need to post every day in December?

No. Posting every day is overrated. Stories, though, are strong. Most people see them, and a quick reminder there goes a long way.

Here’s what I do. Believe it or not, my posts are scheduled into January. You’ll notice I don’t post a whole lot: about two posts a week, scheduled from November through January. The rest I fill in the moment, with whatever I want to share. That’s me being real and connecting with you, and it builds trust because you actually see me. But everything else is already done. Let me tell you, it feels really good.

Set boundaries and take the time off

The end of the year doesn’t have to be this huge, stressful moment. Prioritize what’s important to you. For me, that’s my family.

It took me a minute in my business to realize how important boundaries are. I’m the person who isn’t answering calls at 7, 8 or 9 at night unless it’s a true emergency. If something really needs my immediate attention, I’m all over it. If it can wait until tomorrow, it waits until tomorrow.

I also take Christmas to New Year’s off, every year. I didn’t at first, because I was always working. But when I did work that week, it was extremely slow. Nobody was around, because most of my clients take that time off too. So I took it off, and it’s never been an issue.

Find some time for yourself. Take a breath, exhale and enjoy what’s important to you.

Holiday marketing FAQ for small businesses

When should a small business start holiday marketing?

Start in early November. Most people start thinking about holiday marketing in December, and by then you’ve missed the mark. Activity picks up at Thanksgiving, so have your plan ready before it.

What can a service business offer as a holiday gift?

Offer a gift card or a package for your service. To make it work harder, set it up so it can be used through your slowest season. That brings in money now and fills your calendar later.

Do I need to post on social media every day during the holidays?

No. A couple of scheduled posts a week, plus stories for quick reminders, is plenty. Schedule the posts before Thanksgiving and fill in the rest in the moment.

Is it okay for a small business to take time off over the holidays?

Yes. The week between Christmas and New Year’s is slow for most businesses, because their clients are off too. Schedule your posts and emails ahead, set your boundaries, and take the time.

What if my business doesn’t fit holiday marketing?

That’s okay. Not every business fits a holiday marketing schedule. Thank the people who supported you this year, get January ready, then kick back and enjoy the holidays.