When Should Your Small Business Start Holiday Marketing? A September Checklist
September may feel early to begin thinking about the holidays, but it is one of the most important months for holiday marketing preparation. Starting now gives your business time to develop promotions, create content, update your website and prepare advertising campaigns before the busiest part of the season begins.
If you are wondering when to start holiday marketing, the short answer is: before your customers start actively shopping. For many small businesses, that means beginning the planning process in September.
Use this holiday marketing checklist to prepare your business for the months ahead.
Define Your Holiday Marketing Goals
Begin by deciding what you want your holiday campaign to accomplish. Your goals could include increasing sales, booking appointments, attracting new customers, promoting gift cards or encouraging previous customers to return.
Setting clear goals will help you choose the right offers and marketing platforms. It will also help you identify which results to measure when the campaign ends.
Create a Holiday Marketing Timeline
A holiday marketing timeline keeps your campaign organized and helps your team prepare for important deadlines.
Choose the dates that are most relevant to your business, such as:
Thanksgiving
Black Friday
Small Business Saturday
Cyber Monday
Christmas
New Year’s Day
Local holiday events
Next, determine when each promotion should be announced and how long it will run. Add deadlines for photography, graphic design, website updates, social media content, email campaigns and advertising.
Working ahead allows you to review and approve materials without making rushed decisions.
Select Your Holiday Promotions
Determine what your business will offer before creating your marketing materials. The promotion should be easy for customers to understand and simple for your team to manage.
Holiday advertising ideas might include:
A limited-time discount
A seasonal service package
A product bundle
Gift cards or certificates
An early-booking incentive
A customer appreciation event
Free local delivery
A gift with purchase
Include a clear deadline and explain exactly how customers can take advantage of the offer.
Prepare Your Website
Your website should provide accurate information and make it easy for visitors to take the next step.
Before launching your campaign:
Update seasonal products and services.
Confirm prices and availability.
Test contact forms.
Review calls to action.
Update photographs.
Check your website on a phone.
Test online checkout or scheduling.
Confirm your telephone number and contact information.
Add holiday hours and important deadlines.
If you need a dedicated holiday landing page, publish it early enough for customers and search engines to find it before the season becomes more competitive.
Plan Your Social Media Content
Developing social media content in advance can help your business remain visible during a busy season.
Your holiday content can include promotions, helpful tips, gift ideas, customer appreciation messages, behind-the-scenes photographs and community activities. You should also remind followers about ordering deadlines, appointment availability and holiday hours.
Preparing graphics and captions in September will make it easier to maintain a consistent posting schedule throughout the holidays.
Organize Your Email Campaigns
Email marketing gives you a direct way to communicate with customers who already know your business.
Begin by reviewing your email list and outlining the messages you want to send. These might include:
An early holiday preview
A promotion announcement
Gift ideas
Ordering or scheduling deadlines
Holiday hours
Last-minute reminders
A customer appreciation message
Keep each email focused on one primary message and include a clear call to action.
Prepare Your Advertising Campaigns
If you plan to use Google Ads, Facebook ads or Instagram ads, establish your budget and campaign goals before the holiday season begins.
Google Ads can help you reach people who are actively searching for products or services. Social media advertising can introduce your offer to a targeted local audience and build awareness.
Planning early provides time to create the ads, confirm the destination pages and set up conversion tracking before competition increases.
Update Your Google Business Profile
Customers frequently use Google to check a business’s hours, location, telephone number and website. Review your Google Business Profile and make sure all information is current.
Remember to add special holiday hours, even if they are the same as your regular hours. Current photographs, accurate services and timely Google posts can also help customers find the information they need.
Decide How You Will Track Results
Determine how you will measure the campaign before it launches. Depending on your goals, you may track:
Website visits
Telephone calls
Contact-form submissions
Online purchases
Appointment requests
Advertising clicks and conversions
Email opens and clicks
Social media engagement
Google search visibility
Tracking your results can show which promotions and marketing channels produced meaningful activity.
Start Planning Before the Holiday Rush
Successful small business holiday marketing does not begin when the holiday rush arrives. It begins with a clear plan, prepared content and consistent messaging.
Starting in September gives your business time to build an organized campaign without adding unnecessary stress to an already busy season.
Red Canary Marketing helps businesses throughout North Alabama prepare coordinated holiday campaigns through website updates, social media management, email marketing, Google Ads and search engine optimization.
Contact Red Canary Marketing to begin planning your holiday marketing strategy.
