Marketing for Christmas: When to Start and What to Focus On

The Christmas season is a crucial time in which we can maximise sales and build brand awareness. It's been a tough year and I feel like we are all seeing a glimmer of hope on the horizon.  An opportunity to bank some sales and boost the year final numbers. One of the key strategies for a successful Christmas marketing plan is getting started early.  This is essential to become front of mind, to stand out and ensure a successful sales.

I thought today I would share a rough strategy for Christmas marketing and when to get started....

1. Start early - when to launch

The Christmas shopping season starts earlier each year, with many customers beginning their gift shopping in October.  So that means we want to get ahead as much as we can, there is nothing worse than running late and behind:

• September to Early October: Begin sharing your holiday collection. Use your social media, email newsletter, website, collaborations, gift guides and any opportunity to build anticipation. Share behind-the-scenes looks at new products, showcase how your items can make perfect gifts, and announce any upcoming offers.
• Mid to Late October: Officially launch your Christmas products and holiday campaign. Include clear calls to action in all your marketing and make it easy for customers to browse and buy. Consider offering early-bird specials or limited-edition releases for loyal customers.
• November: Leverage Black Friday and Cyber Monday sales to gain momentum. Even if you aren’t offering huge discounts, you can package products in bundles or limited-time offers that encourage early Christmas shopping.

2. Focus on storytelling - why your brand matters

During the holiday season, people are looking for gifts that are meaningful and unique. As a small business, you have the advantage of telling the story behind your products. Highlight the craftsmanship, the inspiration behind your designs, and how supporting your business means supporting and shopping local.  Here are some ideas you could implement for your business.

• Social Media Content: Use Instagram Stories, Reels, or TikTok to show the making of your products, talk about your design process, and share customer testimonials. Invite your followers to engage by asking them to share their favorite holiday traditions or gifting ideas.
• Email Campaigns: Craft personal, heartfelt email messages that remind your customers of the importance of giving meaningful gifts this holiday season. Share stories about the people behind your products or the sustainable practices you use, if relevant.

3. Prepare for gift guides and collaborations

Gift guides are an incredibly effective way to reach new audiences. Whether it's partnering with influencers, submitting your products to online guides, or creating your own Christmas gift guide, these collections make shopping easier for customers.  Working alongside other small businesses is an ideal way to grow your reach.  When we work together, amazing things can happen.

• Gift Guide: Join the @shoplocal.nz Christmas Gift Guide if you are a New Zealand small business.  It is now at Issue 5 after launching in 2021.  Join other businesses and together showcasing shopping local this Christmas.  The digital gift guide featuring local brands is shared with email lists and on social media around the country.
• Collaborations: Consider collaborating with other small businesses to offer joint promotions, bundles, or giveaways. For example, if you design jewelry, you could partner with a small business that makes candles for a "cozy holiday" gift set.

4. Offer shipping options and gift services

Manage shipping times and support last minute shoppers with these tips...

• Early Shipping Deadlines: Make sure to clearly communicate your shipping deadlines for domestic and international customers. Offering free or discounted shipping for orders placed before a certain date can encourage early purchases.
• Gift Services: If possible, offer gift wrapping or personalised notes for customers sending gifts directly to recipients. Small touches like this can make a huge difference when customers are comparing you to larger retailers.

5. Curate holiday promotions and offers

Holiday promotions can be as creative as you want. Here are a few ideas that resonate with small business customers:

• 12 Days of Christmas: Run a 12-day promotion, featuring a different product, bundle, or discount each day. This can build excitement and keep customers coming back to your shop throughout December.
• Countdown to Christmas: For last-minute shoppers, offer flash sales or exclusive bundles in the weeks leading up to Christmas. Make sure these are heavily promoted on social media and via email.
• Loyalty Discounts: Reward your long-term customers with exclusive holiday discounts or early access to new products. Personalise the messaging to let them know how much their support means to your business.

And as a final thought, don't forget to plan for the promotional dates directly after Christmas, such as Boxing Day or New Year's sales. This can help you clear out remaining inventory and re-engage customers who may have received gift cards.

So this is your reminder to get started on Christmas Marketing now.  There are 13 weeks to Christmas and although it seems far away, the weeks will fly by and your small business needs you to make some plans and take some action now.

Book your spot in the @shoplocal.nz Christmas Gift Guide before bookings close in two days.