Creating a Marketing Plan for the Holidays for Your Business

The holiday season can be the most profitable time of year for small businesses—but it also brings challenges. With shoppers planning to spend less and start buying earlier, a solid marketing plan is key to standing out. In this post, we share practical strategies to help your business make the most of the season, from reviewing last year’s performance and improving customer experiences to using CRM tools and preparing your team for the rush.

FNBT offers Cash Management Services, Merchant Services, Digital Payments, and flexible financing options to help your business thrive through the holidays.

For many small businesses, the winter holiday shopping season makes up a large share of their profits for the year. For some, it’s what puts them into the black after months of operating in the red. The outlook for consumer spending this year is somewhat mixed. Many consumers are concerned about the direction of the economy, yet they still intend to spend. Having the right seasonal marketing strategy can be crucial to a successful small business holiday campaign, and customers could be shopping early in search of deals.

Deloitte’s 2025 Holiday Retail Survey reveals that 57% of consumers expect the economy to weaken within the next six months, marking the bleakest holiday shopping outlook since the survey began in 1997. According to the report, consumers are planning to spend 34% less than last year, and 77% of shoppers are expecting higher prices this year. For many of them, retail sales and promotions will have a significant influence on where they spend their money.  The report concludes that shoppers will be looking for experiences that are “entertaining, authentic, and seamlessly integrated into the platforms where they already spend time.”

The National Retail Federation’s annual consumer survey is more optimistic. It reports that 91% of American consumers plan to celebrate the winter holidays, with an average budget of $890 for gifts and other seasonal items, which is the second highest in the survey’s 23-year history and 1.3% less than the year before. The survey also reveals that 42% of holiday shoppers plan to browse and buy for their holiday shopping list before November.

Our holiday marketing tips for merchants involve taking a close look at last year’s performance, planning for the season as early as possible, creating a positive customer experience, and making sure your staff is ready and able to support your goals.

Conduct a Detailed Review

Every holiday marketing plan for small businesses starts by looking in the rearview mirror. What kind of promotions did you use over the previous winter holidays, and what were the results? Consider what worked and what didn’t. Were there any social media platforms that worked better than others, or messaging approaches that really connected with people? You might ask any long-term customers for their feedback and see what they remembered about your approach from the previous year.

Start Planning Immediately

Even if you cringe at how the winter holiday season has encroached on Thanksgiving and even Halloween, consumers will be looking for deals early in the season, so holiday promotions for local businesses may need to start sooner than they did last year. Even if customers aren’t out shopping yet, they could be thinking strategically and looking for bargains wherever possible.

Create a Positive Customer Experience

While the winter holidays are regarded as a festive time of year, shopping and the holiday rush can create a lot of stress. Think about your customer base, your ideal customer, and those you’d like to target in your promotions. Use whatever feedback you’ve received over the years to consider what people like and dislike about your business and what you’re offering.

Train your staff to listen to each customer and make sure they feel heard and appreciated. Figure out what problems each customer has, such as finding the right gift for someone, and make it clear that your staff is listening to each of them. This won’t just help with holiday sales, it’s also a good way to establish repeat customers. Make it easy for customers to contact you through multiple channels such as over the phone, through email, and on social media. If they have any questions or complaints, make sure you respond to them as quickly as possible. Even a less-than-satisfied customer could have a positive experience if you’re willing to listen to their concerns and try to address them.

Are there any ways you could alleviate people’s stress, based on what you offer? For example, a business in the food industry might offer simple holiday recipes or ways to feed a large family and guests as easily as possible. A store offering more personal items, such as jewelry, might help a struggling customer by asking plenty of questions to figure out what the recipient of a gift likes and help the customer narrow down their options.

Make Use of Technology

Consider using a customer relationship management (CRM) program to manage your interactions with current and future customers. CRM software keeps track of all your interactions with the public such as marketing emails, social media, phone calls, and your website. Many businesses rely on them to improve their customer relationships and increase sales.

It can provide insights that help you tailor your marketing messages with a personalized approach based on a customer’s behavior and browsing history, which you can use to provide them with recommendations and promotions that make them feel more engaged with your business and improve the chance they’ll be more likely to return. Regular updates through email, social media, and/or text messages can keep your customers engaged and let them know about any advice, sales, or promotions that can help them get through the holidays.
You might also use CRM to automate and send personalized messages to receive customer feedback. Not only does this keep the customer engaged, it can also give you valuable information on how to improve your sales. Be sure to thank customers for their feedback. You might even tie their responses to a promotional offer, such as a discount on their next purchase or a drawing for a free basket of goods. These kinds of communications give you a chance to show genuine concern for your customers, can help you forge a connection with them, and give you a chance to display the values and story behind your business.

Get Your Team on Board and Ready

The holiday shopping season can be just as stressful for your employees as it is for your customers. Whether your team has been with you for years or you’ve hired additional staff to get through the holiday rush, they staff should all be well-trained, so they fully understand your products or services and your company policies. This can make them feel confident when they interact with customers and can create a positive experience for them.
Make sure your employees also know how to handle questions and deal with any conflicts that arise.  An employee who can address a customer’s issue, without calling in a manager for support or advice, is more likely to feel empowered and to go the extra mile for your customers. It can also reduce any wait time for the customer and increase the chance that they’ll be satisfied with the results. Have team members offer feedback to you and each other on any customer service approaches that worked for them. This emphasizes the need to provide excellent customer service and gives your team the tools they need to do so.

We’re Here to Help You Get Through the Season

We can make your banking as easy as possible during the holiday shopping season, with Cash Management Services, including Merchant Services and Digital Payments, plus Business Lines of Credit and Small Business Loans. Please contact us to meet with one of our bankers or stop by one of our convenient locations in southern Wisconsin and northern Illinois to learn more.