Last week, we discussed how consumers plan to spend more this holiday season. After conducting its survey, Intuit QuickBooks (and its sister company Mailchimp) shared several tips to help small business owners attract customers this holiday season.
1—Connect with shoppers through AI search
AI has become part of everyday life for many, and the holiday season is no different, as the number of consumers planning to use AI tools to help with their gift buying has increased by 70% from last year. Consumers say the main benefits of using AI are finding better prices and discounts (64%), discovering new products (51%), and getting personalized recommendations (47%). Small businesses should ensure they’re tailoring their search engine optimization (SEO) and generative engine optimization (GEO) strategy to increase the likelihood of appearing in AI-driven search results. (More on this in next week’s post.)
2—Be intentional when activating AI in your business
Small businesses are also dramatically increasing their use of AI in their operations, with 74% planning to implement it during the holiday season, up from 30% last year, a 147% increase. Some 42% of these businesses report they will use AI for the first time during the holiday season, so ensuring they use the right tools is key.
Look for AI-powered tools that do the work for you—from auto-generating invoices to scaling their ability to send personalized email and messaging campaigns—rather than tools that might simply provide tips but not assist with completing key tasks.
3—Prioritize mobile, but don’t forget about in-store shoppers
Online shopping continues to dominate the holidays, especially on mobile, as 65% of consumers plan to use their phones to browse, compare prices, and buy gifts, with the biggest draws being easy mobile checkout (51%), mobile-friendly websites (47%), and retailer apps with exclusive deals (43%).
But that doesn’t mean in-store shopping is a thing of the past—52% of consumers plan to shop both online and in-store, so if you’re a retailer, you should make sure you take an omnichannel approach to your sales and marketing strategies.
4—Leverage the marketing channels that matter most to shoppers
Want to convince consumers to buy? Send them coupon codes—58% say that’s the most likely way to get them to make a purchase. Sending reminders via email (40%) and SMS (31%) about sales and promotions also influences purchases, even more than social media ads or recommendations from influencers.
This tactic works—even if you’re not a retailer. Most small businesses can benefit from implementing a personalized, omnichannel marketing strategy via email and SMS to alert customers to specials, deals, and promotions.
5—Plan around peak shopping moments
The holiday shopping rush still peaks in November, when 45% of consumers expect to do most of their buying. Thanksgiving is a key shopping moment within that timeframe.
Mailchimp’s Holiday Shopping Unwrapped report revealed that 71% of consumers make a purchase on Thanksgiving. But many are starting even earlier, with 30% likely to already have shopped in October.
To meet the demands of these busy shopping moments, leverage tools that can easily track inventory and sales to increase sales potential.
Are You Ready for Pink Friday?
My friend Rita Mitchell, the center director of the SBDC network in Mississippi, tipped me off to Pink Friday, which was started in 2020 to “flip the script on holiday shopping and give small businesses a spotlight before the Black Friday big-box rush.”
Pink Friday is a national movement fueled by boutique owners and small businesses promoting “SupportSmallFirst and encouraging consumers to shop at small businesses. Pink Friday takes place on November 21, 2025.
If you’re interested in participating in Pink Friday, check out these resources.
Rieva Lesonsky is President of Small Business Currents, a content company focusing on small businesses and entrepreneurship. You can find her on Twitter @Rieva, Bluesky @Rieva.bsky.social, and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
