We’re in the thick of the holly jolly season now, so chances are you’re either executing the holiday plan you made months ago or feeling seasonal FOMO. Fear not. You can dig into what worked and what didn’t from this year’s campaigns to put the icing on top of your plan for next year — or use this guide (along with a little competitor analysis) to hit the ground running in 2025.
Next year’s holiday season may feel ridiculously far away, but every year, consumers gear up to shop earlier than ever. According to the National Retail Federation, 62% of holiday shoppers planned to buy gifts before December 2023. This behavior trend is here to stay, with many shoppers making their lists — and purchases — earlier each year. Take this year and roll it into next year’s holiday content strategy to capitalize on this trend.
Prepping your content calendar now lets you focus on fine-tuning campaigns, crafting standout content, and meeting your customers’ needs when the busy season kicks in. Whether it’s Black Friday, Cyber Monday, or the last-minute rush before Christmas, here’s how to get ahead and make the most of this high-stakes season.
Define Your Goals for the Season
What do you want to achieve during the holiday season? Is your priority driving sales, increasing website traffic, growing your social media audience, or strengthening engagement? Before diving into your content, audit your previous holiday campaigns to see what worked, what didn’t, and what could be improved. When it comes to holidays, Christmas is King despite the love of National Taco Day.
This reflection can help ensure your goals are customer-focused. For example:
- Did promo codes perform well?
- Were there certain products that resonated more with your audience?
- Did specific platforms deliver better ROI?
Once you’ve set your goals, establish measurable KPIs (key performance indicators). Whether it’s the number of sales generated from a promo code, website clicks, or Instagram post engagement, clear metrics will guide your strategy and help assess its success.
Map Out the Channels You’ll Use
Holiday shoppers don’t stick to one platform. They’re browsing Instagram, scrolling TikTok, checking their email, and Googling gift guides simultaneously. You need to align your content with the right platforms to meet them where they are. Keep key dates in mind and tweak content ideas into formats that work for each platform where your audience is active. Create a video or blog post, remembering it’s holiday marketing all the way down.
Here are the key channels to consider:
- Social Media: Use Instagram, TikTok, Pinterest, and Facebook for visually driven content and targeted ads. Platforms like Instagram are great for product tagging and creating shoppable posts.
- Email Marketing: Use personalized campaigns to nurture existing customers and convert new ones. Early access sales or exclusive promo codes are particularly effective.
- Website/e-commerce Store: Create dedicated holiday sections like “Gifts Under $50” or “Best Sellers for Him” to guide shoppers.
- Blogs: Publish gift guides, holiday how-tos, and seasonal roundups to attract shoppers at the top of the funnel.
- Paid Ads: Use PPC (pay-per-click) ads across Google, TikTok, Pinterest, and Instagram to target holiday shoppers with precision.
Choose the platforms that align with your business goals and audience behavior. For instance, if your audience skews younger, TikTok may be more valuable than Facebook.
Craft Holiday-Specific Content
Not all content is created equal; holiday campaigns require an extra layer of relevance and sparkle. Here are some ideas to get started:
- Instagram: Post visually engaging carousels, Reels, and Stories featuring gift guides, behind-the-scenes looks, or holiday product drops. Use Instagram Shops to tag products directly for shoppable, related posts.
- TikTok: Lean into trends with short, punchy videos. Create fun holiday challenges, highlight top products, or show creative ways to use your products as gifts.
- Email: Send out holiday-exclusive discounts, countdown emails, or sneak peeks of Black Friday deals. Segmented email campaigns based on user behavior (e.g., past purchases) can drive better results.
- Website: Curate content that makes shopping easier. Holiday-specific landing pages (like “Stocking Stuffers Under $25”) are especially effective for guiding shoppers. Boom. You’re making some extra Christmas day cash.
- Pinterest: Focus on inspirational visuals, like DIY decor ideas or festive product collections. Vertical images work best here to grab attention.
Tailor each piece of content to the platform it’s intended for. A sleek, polished video might thrive on Instagram, but a quick, authentic behind-the-scenes clip could perform better on TikTok.
Plan Content Frequency and Timelines
Decide how often you’ll post on each platform and what percentage of that content will be holiday-focused. Social media typically demands higher posting frequency than blogs or emails. For instance:
- Post holiday-themed content on Instagram and TikTok multiple times a week.
- Publish weekly blogs leading up to the season (e.g., “10 Last-Minute Gifts for Him”).
- Send bi-weekly email campaigns to keep your audience engaged without overwhelming them.
Work backward from key dates like Black Friday or Christmas to ensure content is scheduled to roll out at the right time. Black Friday content should be ready by early November to capture pre-sale interest.
Invest in Advertising Early
The holiday season sees a spike in ad costs, with competition driving up CPMs (cost per thousand impressions). In 2023, Instagram’s CPMs jumped by over 180% during November and December. To avoid delays or missed opportunities, plan your holiday ads now.
- Submit early: Platforms experience approval delays during peak ad season. Submitting early gives you time to adjust if an ad gets rejected.
- Budget strategically: Reserve extra funds for holiday PPC campaigns, as bids are more expensive this time of year.
- Target wisely: Use segmentation tools to show ads to shoppers most likely to buy based on their demographics or past behavior.
If you’re running giveaways or contests, use tools like Instagram DM Automation to collect email addresses and follow up with participants seamlessly.
Build Anticipation
Tease your holiday campaigns before they launch to build excitement; post countdowns, behind-the-scenes Reels, or sneak peeks of your holiday products all work. Engaging your audience early and often ensures they’re primed to shop the moment your content campaign goes live. You have to embrace holiday content and prep your content calendar for the holidays because otherwise, you might be hawking those Earth Day shirts, and let’s be honest, that’s not an easy sell.
Get that blog post up asap. Get that content idea up there.
Stay Flexible During the Season
While planning ahead is key, the holidays can bring unexpected trends or last-minute opportunities. Use tools like Instagram Stories and TikTok trends to react quickly while sticking to your broader goals. A holiday campaign is your best friend; just embrace those key dates,
The holiday season is a golden opportunity for businesses to connect with shoppers and boost sales. By simultaneously soaking up this season while laying the groundwork for next year, you’ll have the time to plan, refine, and execute a holiday content strategy that drives engagement and revenue.
Don’t wait — your most profitable season actually is all around! 🎄
