October might feel early for holiday marketing.

For many local businesses, though, the holiday season is already beginning.

The businesses that win during the busiest time of year usually aren’t the ones creating their holiday plan the week before Christmas.

They’re the ones that started asking:

“What do we want customers to know, and when do they need to hear it?”

Because the holidays don’t sneak up on customers.

They sneak up on businesses.

This week’s Weekly Marketing Minute is about getting ahead of the holiday rush by building a simple marketing calendar before the busiest months arrive.

The Holiday Season Is More Than One Big Day

When many businesses think about holiday marketing, they immediately think of Christmas.

But the opportunity starts much earlier.

Depending on your business, your important dates might include:

• 🎃 Halloween events or promotions
• 🦃 Thanksgiving orders and gatherings
• 🛍️ Small Business Saturday
• 🎁 Holiday shopping
• 🎄 Christmas markets and events
• ✨ New Year’s celebrations

The important part?

Not every date matters equally to every business.

A bakery may need to plan preorder deadlines.

A restaurant may need to promote holiday meals or catering.

A boutique may need gift ideas ready early.

A service business may need to promote gift certificates, appointments, or January availability.

Your holiday calendar should be built around your customers’ decisions, not just the dates on the calendar.

Start With the Deadline and Work Backward

One of the biggest mistakes small businesses make is starting too late.

They think:

“We need to post about our holiday special.”

But before customers ever see that post, a lot has to happen.

Maybe you need to:

• Decide what the offer is
• Order supplies or inventory
• Take photos
• Update your website
• Create graphics
• Train employees
• Set ordering deadlines
• Share the information multiple times

A holiday promotion isn’t just a post.

The post is the final step.

A simple example:

You want to offer a Christmas gift bundle.

December 1:
Customers can order

November:
Photos, pricing, ordering process, website updates

October:
Decide the bundle, source materials, plan the promotion

Working backward makes the process much less stressful.

Your Customers Need Time to Make Decisions

This is especially important during the holidays because people are overwhelmed.

They’re trying to figure out:

• What gifts to buy
• Where to shop
• When things are available
• What requires a preorder
• What fits their budget
• What can be picked up locally

The easier you make those answers, the easier you make the decision.

Instead of:

“Holiday specials coming soon!”

Try:

“Our holiday gift boxes are available for preorder starting November 15. Choose your size, place your order online, and pick up before Thanksgiving.”

Specific beats vague.

Don’t Forget the Content Between the Big Promotions

Holiday marketing isn’t only about announcing sales.

Some of the best content simply helps people discover you.

Examples:

• Gift ideas under $25
• Behind-the-scenes preparation
• Customer favorites from last year
• Holiday ordering reminders
• Meet the people making your products
• Local gift guides
• “What to expect” posts

People don’t always need another advertisement.

Sometimes they just need a reason to remember you.

Small Business Saturday Should Not Be a Surprise

Every year, Small Business Saturday arrives right after Thanksgiving.

And every year, some businesses wait until that weekend to say:

“Shop local!”

The businesses that benefit most usually start earlier.

They tell customers:

• What makes them unique
• What products are available
• Why shopping local matters
• What they can find there

The goal isn’t just getting someone through the door once.

The goal is becoming one of the places they think of first.

Your 15-Minute Marketing Challenge

This week, grab a calendar and look ahead through January.

Write down:

• ✅ Important holidays
• ✅ Events or markets you’re participating in
• ✅ Ordering deadlines
• ✅ Special hours
• ✅ Promotions you want to run
• ✅ Content you need to create

Then ask yourself:

“What does my customer need to know before they are ready to buy?”

Start there.

You don’t need a complicated marketing plan.

You just need to give yourself enough time to do the things that matter.

Because when December arrives, you should be serving customers…

not trying to figure out your holiday strategy.

Weekly Marketing Minute
Helping local businesses get found, build trust, and grow in our community.

Support Local • Love Summerville 🧡