Fall is an exciting time for small businesses, packed with opportunities to engage customers and boost visibility as we move from back-to-school season straight into Halloween. While some may be settling into routines, for small business owners (SBOs), this time of year is anything but calm. And with the holidays approaching, it’s never too early to start preparing for the busiest time of year.
As many SBOs know, the holiday season plays a crucial role in driving revenue. Studies reveal that 75% of retail SBOs rely on holiday sales to meet their annual goals, and 73% get at least a quarter of their yearly revenue from holiday shoppers. Even non-retail SBOs feel the impact, with half reporting that at least 25% of their annual profit comes from holiday sales.
Consumers are also eager to explore and support new businesses. Last year, 84% of shoppers planned to visit a new small business, and 87% said they are more likely to return to a small business again after visiting or buying from them during the holidays.
With this surge of consumer engagement just around the corner, now is the perfect time for these entrepreneurs to start preparing to make the most out of a golden opportunity. Whether you’re attracting new customers or nurturing existing relationships, thoughtful marketing efforts can help you cut through the holiday noise and stand out from the crowd. The earlier you begin, the better your chances of turning this busy season into a significant win.
Kickstart Your Holiday Marketing Strategy
Last year, holiday sales in the United States hit an impressive $1.309 trillion last year – making it more important than ever for small businesses to go above and beyond for customers to create a seamless, and enjoyable shopping experience.
In fact, strategic marketing is a small business’s best ally in making the most of the busiest shopping season of the year. And this starts by defining your goals and objectives – these will act as your guiding light. While objectives should vary based on your business needs, holiday goals often include increasing sales, driving website traffic, or attracting first-time customers.
Once these goals are in place, focus on execution. Consider your audience, put on your marketing cap, and take stock of what’s worked for your brand in the past. To get your creative juices flowing, here are some cost-effective ways to stand out this holiday season:
- Cut Through the Holiday Chaos with Print: The holiday season can feel like a whirlwind, with customers pulled in every direction. That’s why it’s important to not overlook tried-and-true tactics like print marketing. Physical assets like postcards, brochures, and signage are great ways to spread the word about your holiday offerings and cut through some of the digital clutter. These tangible assets not only grab—and hold—attention, but also keep your business top of mind for customers.
- Everyone craves meaningful and memorable experiences during the holidays. As a small business, this is your chance to shine. For online orders, think about the shipping experience and how festive packaging like mailer boxes can deliver an extra bit of holiday cheer. In store, upgrade your wrapping game with holiday-themed wrapping paper, tissue paper or hang tags. You can even consider holiday giveaways like mugs or tote bags to ensure your brand stays relevant long after the holidays are over. These special touches can elevate the shopping experience and leave customers with a positive, lasting impression that goes beyond the gift-giving season.
- Spark Holiday Cheer on social media: Want to get your customers in the holiday spirit? Give your social media account a seasonal makeover. The holidays are all about bright colors and festive vibes—a fresh look can grab attention and spark engagement, creating excitement around your small business. Plus, this is the perfect time to run contests, giveaways, and special offers—people are eager to spend and connect with brands that embrace the holiday cheer!
The key is to identify which initiatives will resonate most with your customers and take big, creative chances to stand out.
Keep the Momentum Going
After the holiday rush, many small businesses shift their focus, but this is actually a prime time to deepen customer relationships and foster long-term loyalty. Implementing a thoughtful post-holiday plan—such as launching a loyalty program or follow-up campaign—can help retain holiday shoppers and engage existing customers.
Simple gestures like personalized thank-you emails or exclusive offers on future purchases can keep your business top of mind well into the New Year. By staying connected after the holiday season, small businesses can maintain momentum and build lasting relationships that go beyond the gift-giving period.
No matter the size or budget of your small business, the holiday season is a golden opportunity for you to shine. With strategic, thoughtful marketing efforts, you have the tools to connect with customers, drive sales, and position your business for continued success. Whether it’s through digital campaigns or thoughtful in-person gestures, this is your time to make a lasting impact.
Erin Shea is the Senior Director of North America Marketing at VistaPrint.
Marketing stock image by Owlie Productions/Shutterstock