For most, the holidays are a time for joy and cheer. But for social media creators? It’s crunch time. Big time. People need gifts, and creators have plenty of swag and brand deals to hustle. The holiday season and marketing campaigns are huge and must be top-of-mind. If you’re not thinking strategically, well, someone else will lock down that Instagram audience.
The numbers don’t lie: holiday spending keeps climbing: U.S. consumers shelled out $211.7 billion online during November and December 2023 alone. For the 2024 holiday season, U.S. online holiday spending is projected to hit $221.8 billion, according to Adobe Analytics. This would mark a 4.8% increase from 2023’s $211.7 billion. Globally, holiday retail spending is expected to cross $1.5 trillion, with e-commerce playing a dominant role as consumers increasingly rely on online shopping for convenience and speed.
December might already be upon us, but you can still tap into tools that can maximize any last-minute moves — and be even more prepared for next year. Here’s how to think about Instagram campaigns for the holidays.
Still not convinced?
National Retail Federation (NRF) data predicts total holiday sales in the U.S. (including in-store and online) will grow by 3-4% in 2024, reaching between $950 billion and $960 billion. Expectations had shoppers buying earlier than ever, with some starting as early as October, emphasizing the need for brands to launch campaigns well in advance (set a reminder for fall 2025). So yeah, let’s say people are still grabbing Xboxes and buying goofy reindeer ears for their dads.
Instagram remains an integral part of how consumers research and make purchases. 81% of Instagram users rely on the app to research products and services, and holiday campaigns are your ticket to selling those limited edition shirts you just dropped.
When Should You Start Preparing for the Holidays?
While social media thrives on spontaneity, holiday campaigns demand proactive planning. You don’t have to be an expert social media manager to know that the busy holiday season is the time to make the most money of the calendar season, which helps plan for what’s around the bend with the new year right on the heels of Christmas.
Consumers shop earlier than ever. In 2023, nearly 60% of shoppers planned to finish their holiday purchases before December. Starting early gives you time to strategize, fine-tune, and schedule content that aligns with your goals.
(Don’t panic if you’re in the middle of it now; it’s not too late to capitalize on the last-minute shoppers still looking for the perfect gift. And tools like Manychat can help small teams handle any influx of messages, FAQs, and more!)
The sweet spot? Start brainstorming holiday season campaigns in July, lock in creative by September, and have content ready to roll by early November. Pull historical data on sales trends to identify key shopping dates and adjust accordingly. Some industries, like fashion and electronics, see spikes earlier than others. The holiday rush will come fast. Smart creators will get that killer ad campaign moving at light speed because competition is fierce during that holiday rush — everyone is trying to make a dollar, and that counts for creators, too.
Think of it this way: The holiday season is a make-or-break time for many Instagram creators. As shoppers flood online platforms searching for the perfect gifts, creators have an enormous opportunity to boost their merch sales, but only if they’re prepared. In a season dominated by tight timelines, fierce competition, and increased consumer spending, planning ahead isn’t just wise — it’s critical.
Let’s break down why preparation is the key to a successful holiday sales push and how you can capitalize on the busiest shopping season of the year. Those social media posts matter.
The holiday season moves faster than you think
For Instagram creators, waiting too long to roll out your merch campaign could leave you scrambling to catch up. Consumers will already be in shopping mode by October, especially with events like Black Friday and Cyber Monday dominating November.
By preparing your merch sales strategy ahead of time, you can ride this wave of early shopping behavior, including creating your content calendar, designing your product pages, and lining up promotional assets like Instagram Reels, Stories, and carousels. Planning ahead also ensures you can roll out teasers or sneak peeks that build excitement before the full campaign launches.
Competition is at an all-time high
Instagram becomes increasingly crowded during the holidays, with brands, influencers, and creators vying for attention. If you’re unprepared, you’ll find yourself lost in the noise. Consumers get bombarded with holiday sales, gift guides, and “limited-time-only” offers, so your merch needs to stand out — which requires a strong, cohesive strategy.
Being prepared allows you to craft a consistent brand message across your posts, Stories, and captions. Whether it’s a holiday-themed merch drop or a special promo code for your followers, your campaign should feel cohesive and polished. These strategies help differentiate your merch from the countless other products competing for attention in your followers’ feeds.
Pro tip: Use Instagram’s shopping tools to tag your merch directly in posts, an Instagram Story, and Instagram Reels. When consumers can shop seamlessly without leaving the app, your chances of social media conversion skyrocket.
Best Practices for Big Results
One of the most powerful tools in your holiday sales arsenal is anticipation. Big brands do this all the time — think of Starbucks rolling out its red holiday cups in November or Apple teasing product launches months in advance. As an Instagram creator, you can build similar excitement around your merch with a little planning.
Start teasing your merch drop early with sneak peeks, countdowns, and behind-the-scenes content. For example:
- Share a Reel showing how your holiday merch was designed or produced.
- Post a holiday countdown Story leading up to your launch.
- Host a Q&A where you answer questions about your upcoming products.
- Do an Instagram Live showing off the new gear – that’s good social media marketing (and easy, too).
The more hype you build, the more likely your audience will be ready to buy the moment your merch becomes available. This level of anticipation requires preparation — not just in content creation but in aligning your release schedule with your audience’s holiday shopping habits.
If you’ve left it until the last minute, you can still do sneak peeks and capitalize on FOMO instead.
Smooth execution to minimize stress
The holiday season can be stressful enough without last-minute scrambling to finalize your merch campaign. Without the right preparation, you may be overwhelmed by tasks like posting, responding to DMs, managing inventory, and tracking sales — all while trying to enjoy the holidays yourself.
By preparing your campaign in advance, you free up time to focus on execution rather than scrambling to create content on the fly. Tools like Buffer or Hootsuite let you schedule posts in advance, ensuring that your holiday promotions go live even when you have other things to do. Similarly, automating responses to frequently asked questions — like shipping times or product availability — can help you manage customer inquiries efficiently.
Preparation also allows you to anticipate potential roadblocks. Whether it’s a supply chain delay or a last-minute adjustment to your campaign, having a solid plan gives you the flexibility to address challenges without derailing your sales push.
Give the people what they want: your followers expect holiday content
During the holiday season, your audiences expect festive content. Everything from gift ideas, to exclusive deals and ways to get into the holiday spirit — and they’re relying on their favorite creators to deliver. If you’re not prepared with engaging, holiday-specific content, you risk disappointing your audience and losing sales to better prepared competitors.
A well-primed Instagram campaign ensures you meet your audience’s expectations with relevant, timely content. Use festive visuals, holiday-themed captions, and special promotions to tap into the season’s energy. Consider how your merch fits into your followers’ holiday plans, whether it’s a cozy sweatshirt perfect for winter nights or a limited-edition pair of pajamas that makes the ideal gift.
If you’re coming in hot on the holiday deadline, emphasize how they can have what you’re offering right now to maximize their holiday vibe.
The holidays are your biggest revenue opportunity
The holiday season is when people are most willing to spend money, including on creator merch. Shoppers look for unique, meaningful gifts, and creator merch is uniquely positioned to fill that need.
You can capitalize on this peak spending season by prepping your Instagram campaign early. Create special holiday bundles, offer discounts, or run limited-edition drops to drive urgency. The more intentional your campaign, the more likely you are to capture your audience’s holiday dollars.
7 Steps to a Winning Instagram Holiday Campaign
1. Set your campaign goal
What’s your target this season? For many, it’s sales. However, Instagram’s strength is also in engagement, brand awareness, and growing your follower base. A B2B service, for example, might focus on fun, shareable content to stay top-of-mind, even if holiday sales aren’t a priority.
Determine clear success metrics: website clicks, sales conversions, or a boost in follower count.
2. Create a holiday offer or landing page
Every campaign needs a destination. Drive Instagram traffic to a specific landing page, whether it’s a Black Friday sale, holiday gift guide, or an email sign-up form.
Use tools like Linktree or Instagram’s native “Links in Bio” to make navigation easy. If you’re running Stories or ads, prep swipe-up links or product tags to send users directly to these pages. Having a clear funnel increases the likelihood of conversions. While we don’t love a “link in bio,” it’s there for use.
We’d prefer you get hip to the power of Manychat and the impact of engaging customers to leave a comment, while getting a DM with direct holiday sales info right into their inbox, but that’s just us.
3. Plan your content calendar
The holidays are busy, so planning is non-negotiable. Map out posts in advance, ensuring a mix of formats to maximize reach:
- Carousels: Showcase top products or create gift guides for last-minute shoppers.
- Reels: Short-form video content is king. Use it to create countdowns, advent calendar giveaways, or behind-the-scenes holiday moments.
- Stories: Share flash sales, polls, or repost user-generated content (UGC).
Pro tip: Set up an Instagram Shop and tag products directly in posts and Stories. Shoppable content lets users browse and buy without leaving the app — essential during the busy holiday season.
4. Write captions and CTAs that actually spark action
Don’t underestimate the power of a good caption. It’s your chance to engage users and drive action. Treat captions as mini-CTAs, encouraging users to comment, tag friends, or click your bio link. The more engagement your posts generate, the higher they’ll rank in Instagram’s algorithm.
Keep your tone festive and consistent with your brand voice. For example, a witty holiday giveaway caption might say:
“‘Tis the season for giving! 🎁 Tag a friend who deserves this (and maybe yourself too). We won’t judge.”
5. Use holiday hashtags to extend reach
Hashtags are essential for reaching new audiences. Popular holiday options include:
- #ChristmasGifts
- #HolidaySeason
- #BlackFridayDeals
- #GiftIdeas
Add industry-specific hashtags to target niche shoppers. A beauty brand, for example, might use #HolidayMakeup, while a home decor business could include #ChristmasDecor. Bonus points if you create a branded hashtag — like #MerryCLUSEmas from jewelry retailer Cluse — to encourage UGC and brand visibility.
6. Partner with influencers early
Influencer collaborations are a game-changer during the holidays. In 2024, influencer marketing is projected to surpass $21 billion in value, with nearly 90% of consumers saying influencers impact their buying decisions.
Reach out early — this is their busiest season, too. Look for influencers whose audience aligns with your target demographic. If you see an influencer who’s flown under the radar this season and isn’t doing any promos? It’s worth reaching out to see if they’re interested in a last-minute campaign. Whether they create an unboxing Reel or a holiday-themed how-to video, their recommendations can drive sales and build trust.
7. Schedule and automate
The holidays are hectic, but scheduling tools like Buffer, Hootsuite, and Later lets you plan content. Batch your posts, captions, and hashtags so you can focus on real-time engagement when the season heats up. Be the champion of your festive season by letting the Manychat do all the work while you focus on what’s important: crushing your holiday goals via that content that keeps folks clicking.
Automation tools like ManyChat can be used to handle DMs. Use them to configure responses to FAQs — like shipping times or product availability — to keep followers informed and happy. For giveaways, automation can also collect email addresses for retargeting campaigns after the holidays. (You can activate that post-holiday FOMO when all they got from their family was socks.)
Maximize Your Holiday Campaigns
With holiday spending expected to break records, Instagram is your ticket to reaching shoppers where they’re already looking. From festive Reels and shoppable posts to influencer partnerships, a well-prepared campaign can drive sales, build engagement, and make your brand shine brighter than ever this season — and get you primed for even more success in 2025.
Ready to sleigh the holidays? 🎄
