Holiday Marketing Strategies 2025: The Small Business Cheat Sheet
Your step-by-step guide to actionable strategies to boost sales, SEO, and retention this season.
We’re in the brrrr (ber) months!
Why I’m Already Holiday Planning With My Clients
The holiday season is the biggest sales window of the year. But if you’re a small business owner, it can feel like you’re up against endless discounts, big-box advertising budgets, and shoppers already stretched thin.
Here’s the truth: you don’t need to outspend major retailers to win. Your advantage is agility. You can pivot faster, show up more authentically, and create personal shopping experiences big brands simply can’t replicate.
That’s why I’ve already started planning holiday campaigns with my clients. And in 2025, with just 26 shopping days between Black Friday and Christmas, waiting until November is already too late.
Let’s walk through the strategies I’m focusing on right now across SEO, websites, email, and social media.
1. Get Found With SEO (Website + Local + Social)
Think about how you shop: you Google “gifts under $50” or “gift ideas for mom near me” before you ever step foot in a store. Your customers are doing the exact same thing. And if your business doesn’t show up? You’re invisible.
Here’s what I’m doing with clients right now:
On websites: weaving seasonal keywords like “holiday gifts” or “under $50” into product titles and descriptions. It feels small, but it makes a big difference. And you’ll want to start this now. As I mentioned in my last newsletter, SEO is a long game.
Locally: refreshing Google Business Profiles with festive photos and updated holiday hours. Google loves that fresh activity. And if you don’t have a GBP yet...no, they’re not useless. They’re powerful and free. Create one now!
On social: writing captions that mirror what customers are actually searching. Instead of “✨ New arrivals,” try: “Come shop holiday gifts under $50 for mom at our Huntington boutique location!” Repurpose this content across Instagram, Pinterest, and TikTok. You can even turn your gift guide carousel into a reel or pin: that's searchable content you can reuse again and again. That’s free real estate!
2. Refresh Your Website Before Holiday Traffic Hits
Your website is your digital storefront and first impression. And just like you’d decorate the tree and wrap presents before the holidays, your site deserves the same attention.
When I review client sites before the rush, I ask:
Does the homepage feel like the holidays? A simple banner with shipping deadlines instantly reassures shoppers.
Are gift collections easy to shop? “Stocking Stuffers” or “Luxe Favorites” save buyers from endless scrolling.
Is checkout stress-free? Adding options like PayPal or Klarna can prevent abandoned carts.
These tweaks don’t require a massive redesign. I often create “holiday hubs” so customers can browse quickly and easily. It’s all about speed and clarity, not perfection.
3. Email Marketing: Still the Highest ROI Channel
Every stat says the same thing: email is where small businesses win. And honestly, it’s where I see my clients build the most loyalty. Think of it this way: email is like texting your customers directly. (And yes, you could text them too, through SMS marketing.)
Here’s how I prep lists before the holidays:
Clean the list early. September is ideal so deliverability isn’t an issue during peak season. Remove inactive profiles. I know what you’re thinking “but they could become customers someday!” Maybe, but would you rather have a smaller list of engaged subscribers who actually want to hear from you, or a big list that drags down your open rates and email reputation? Don’t get greedy here.
Add a seasonal pop-up. Something simple like “Be the first to shop holiday arrivals” works beautifully.
Map out 3–4 big campaigns. Do this in advance so you’re not writing subject lines at midnight in December. Bonus points if you schedule them at the most optimal times.
(If you need help with email strategy, or anything else, feel free to message me!)
Save one or two emails for January. A quick thank-you with a loyalty perk keeps holiday buyers engaged when most businesses go quiet. (This is a sneak peek at the retention strategies below.)
4. Social Media Is the New Storefront
Social isn’t just marketing anymore. It’s discovery.
Meta even reports that nearly 80% of people who find products on their platforms end up buying.
Here’s how to show up well this season:
Create one strong gift guide post. Something like “5 Holiday Gifts Under $50” works.
Share behind-the-scenes content. Packing orders, styling products, prepping displays...this humanizes your brand and builds trust. And trust drives sales.
Post reminders in Stories. Shipping deadlines, last-chance deals, and restocks. Aim for Stories daily during the holiday rush. Competition is fierce and Instagram rewards consistency. Stories also disappear in 24 hours, which creates urgency.
Write captions with search in mind. Imagine what your customer is typing into the bar and include that exact phrase in your copy.
Sneak peek: I’ll be breaking this down in detail in my upcoming Instagram SEO Masterclass. It’s all about optimizing captions, content, and profiles so your posts actually get discovered this season.discovered this season.
5. Customer Retention After the Holidays
December sparks the sale but January is where loyalty sticks.
Here’s how I help clients turn one-time buyers into repeat customers:
Send a thank-you email in January with a loyalty reward.
Segment new buyers into a first-time customer flow so they get more personal follow-ups.
Refresh your site in January to feel like a new season, not leftover holiday stock.
Retention is the step most small businesses skip but it’s what fuels growth long after December ends.
Holiday Marketing Timeline (Save + Share)
Holiday 2025 is shorter and more competitive but small businesses have the advantage. By refreshing SEO, updating your website, keeping email intentional, and showing up consistently on social, you’ll stand out against big-box retailers and drive loyalty well beyond December.
