The holiday season is full of opportunities, but it can also bring some serious challenges for business owners. Between customers taking time off, staff shortages, and the natural ups and downs of business, it’s not uncommon to see things slow down. However, even during these quieter periods, it’s important to keep your marketing efforts going. Here are five practical tips to keep your brand visible and keep your marketing strong—even when business slows down.
1. Start planning early (but keep it flexible)
The holiday season can be unpredictable, so the best way to manage it is by planning ahead. Build out your holiday marketing calendar well in advance, outlining key dates, promotions, and campaigns. Schedule what you can (like social media posts and email campaigns) and focus your energy on tasks that require more attention. This will give you a solid framework to rely on, ensuring you’re not rushing at the last minute when things get busy or if staffing is limited.
Tip to implement:
Map out all your key dates and campaigns, but leave room for last-minute adjustments.
Use scheduling tools to pre-schedule social posts and email marketing so you’re still active, even during the busiest days.
Have backup plans in place, like pre-drafted posts or campaigns, so you can keep up momentum if things don’t go as planned.
2. Embrace the festive vibe (without going overboard)
Adding a touch of festive spirit to your marketing can go a long way in building connections with your audience, even if business is slow. While the holidays are a great time to get creative and add seasonal elements, you don’t need to overwhelm your audience with holiday content around the clock. Small, thoughtful touches, like holiday-themed visuals, seasonal messaging, or limited-time promotions. Use the season as a backdrop for your regular messaging. Let your customers know you're still open for business.
Tip to implement:
Use the quieter periods to focus on customer engagement through thoughtful, holiday-themed emails or social posts that offer value, such as gift guides or last-minute shopping tips.
Update your website and social media with subtle holiday elements—such as a banner announcing your holiday hours or festive greetings.
3. Run time-limited offers during slow periods
For many businesses, sales can slow down before picking up closer to the major holidays. If this is the case for your business, try running time-sensitive offers to help bridge the gap during slower times. Flash sales, limited-time discounts, or exclusive holiday bundles can give people a reason to purchase now, rather than waiting until the last minute.
Tip to implement:
Launch flash sales during slower days to create urgency and excitement.
Create gift bundles or “ready-to-go” packages to make holiday shopping easier for your customers.
4. Address staffing shortages with creativity
The holiday season often means reduced staff, whether it's because employees are on holiday themselves or because temporary workers are harder to come by. To manage this, focus on automation and efficiency. Schedule your marketing efforts in advance and use tools to automate as much as possible—like social posts, emails, and even customer service chatbots.
Additionally, don’t be afraid to get creative with your team—you can offer flexible shifts, hire temporary staff for specific tasks, or even cross-train employees to handle different roles.
Tip to implement:
Use tools like Hootsuite or Mailchimp to automate your social posts and email marketing.
Hire temporary staff or freelancers for time-sensitive tasks, allowing your main team to focus on more essential operations.
5. Keep your email marketing relevant
While email marketing remains a powerful tool all year round, it’s especially valuable during the holidays when people are expecting special offers and recommendations. Keep your email campaigns relevant and personalised to cut through the noise of crowded inboxes.
Segment your email list to send targeted offers based on your customers’ past purchases or preferences. Make your emails feel more personal by addressing recipients by name and offering holiday greetings. You can also use email to share holiday shopping guides, promote gift cards, or send reminders about last-minute deals.
Tip to implement:
Personalise your holiday emails with customised gift recommendations or exclusive discounts for loyal customers.
Send a “last chance” email to remind customers of shipping deadlines or end-of-year offers to create urgency.
By keeping your marketing efforts consistent and thoughtful during the holiday season, you’ll ensure your business remains strong, visible, and ready to kick off the new year with success.
Need some help keeping your marketing strategy on point during the holidays? Contact us today and let’s make your holiday season a success!
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