Holiday marketing strategies

1. Lean into local.

According to a survey from Bankrate, 72% of shoppers aim to shop with a small business this holiday season. These shoppers understand the challenges small businesses face and are eager to support their local community. Make it effortless for them to do so.

Shoppers want to feel good about their purchases, the recipients, and the places they buy from. Share your story to let customers know how much you value their patronage. Provide them with all the positive vibes they desire as they enter and exit your online or physical store.

Embrace the local spirit by taking steps to support small businesses in the community:

• Collaborate with neighboring businesses to offer special promotions.
• Whenever possible, work with local suppliers and manufacturers.
• Hire local talent for live events.
• Give back to charities and nonprofits in your community.

2. Nail your online strategy.

In today’s digital era, nailing your online strategy is critical for a successful holiday marketing campaign. Customers are increasingly turning towards online shopping, and a well-executed online strategy can significantly boost your holiday sales.

Ensure your website is user-friendly and easy to navigate. Highlight your holiday deals on your homepage and consider creating specific landing pages for your holiday marketing campaigns. An efficient, attractive website design can make a big difference in customer experience and overall sales.

3. Update your holiday hours.

Keeping your customers informed about your operating hours during the holiday season is essential. Customers appreciate knowing when they can visit your store or reach out for customer service. It’s crucial to update your holiday hours on both your website and your Google Business profile.

On your website, prominently display your holiday hours on the homepage and the Contact Us page. Make sure it’s easily noticeable to avoid any confusion.

Updating your Google Business profile is equally important. Many customers turn to Google to find out if a business is open before they make a trip. To update your hours on Google, sign in to your Google My Business account. From there, click on the “Hours” tab, and then the pencil icon next to “Add special hours.” You can add the dates and times your business will have altered hours due to the holiday season.

Remember, accurate information boosts customer trust and satisfaction, contributing to successful holiday marketing campaigns.

4. Prepare your staff.

Long waiting lines are hated by everyone and often result in customers abandoning their plans. So, how can you avoid this? One effective solution is to hire extra staff. This will ensure that your store remains well-staffed, even during peak shopping hours.

Training your staff to provide exceptional customer service and increase sales can also make a significant impact on your holiday marketing campaign’s success.

5. Plan your holiday communications.

Now’s the time to overcommunicate rather than undercommunicate. Yes, your customers’ social media feeds and email inboxes will likely flood with messages—but they’d rather get up-to-date notifications on delivery expectations than silence.

Use your website, social media profiles, email program, and more to keep customers in the know:

• What deals can they expect this holiday season?
• Will there be any expected shipping delays?
• What’s the cutoff date for shipping by Christmas?
• Are there any products you anticipate will sell out quickly?
• Where can customers find your deals? Your website, Amazon, retailers?

Don’t leave it up to guesswork—give your customers all the FAQs and answers they need.

6. Brace for impact.

Anticipate demand upfront. Cash flow forecasts will help, but plan for the worst so you’re not caught off guard.

• Website: Make sure your website’s ready to handle a jump in traffic. The last thing you want is a site crash on Black Friday.
• Stock up on inventory: Don’t miss out on sales by understocking products—plan for adequate inventory.
• Hire extra help: Prioritizing online sales doesn’t mean you’ll need less help. There are still customers to serve, orders to fulfill, and sales to make—make sure you’re staffed appropriately.
• Budget for increased marketing: It takes money to make money. If you want more digital sales, plan on more digital spend. If money is tight, consider getting a business line of credit to expand your working capital.
• Upgrade your email account: Avoid unnecessary overages by estimating your email volume in advance. If your email volume (marketing emails, shipping notifications, support, etc.) is set to skyrocket this holiday season, consider upgrading your account in advance.