Deck the Halls — But Make It Digital: How I Approach Holiday Marketing
The holiday season is officially here, and if you’re anything like me, you’re feeling that mix of excitement and mild panic (I see you, overflowing inbox). It’s that golden window where brands can connect—and yes, sell—but in a way that actually feels meaningful.
If marketing were music, the holidays would be the crescendo. And let’s be real, sometimes music is marketing (jingles, anyone?). Yet so many businesses treat holiday marketing like background noise. Not me. I want my marketing to hit the right notes, connect with people, and create results that actually matter (not just look pretty on Instagram).
Here’s how I tackle it each year—warts, glitter, and all.
1. Start With Purpose
Before I post a single festive image or launch an ad, I ask myself: Why am I doing this?
Am I celebrating my community? Inviting new people to join my world? Rewarding loyal customers? Or maybe highlighting a cause I actually care about (because if it’s fake, people smell it from a mile away)?
Holiday marketing isn’t just about pushing offers. It’s about connecting my brand voice to something real. That’s the kind of strategy Modern Social talks about—aligning your online presence with your vision and mission. So every campaign I plan starts with a purpose statement. Something like:
“This December, I want to celebrate my community, give back to causes I care about, and make every gift count.”
Having that statement keeps me focused. Everything else—posts, emails, ads—flows from that. (It’s basically my holiday North Star.)
2. Audit My Digital Channels
Next, I check my digital house. Are my social profiles holiday-ready? Is my website festive but still easy to navigate (no blinking snowflakes in your face… unless that’s your thing)? Are landing pages optimized for conversions?
And of course, tracking. I cannot stress this enough—if I’m putting effort and money into campaigns, I want to know what’s working (and what’s just looking cute). Metrics like clicks, engagement, and conversions become my compass, just like Modern Social emphasizes.
3. Craft Content That Actually Matters
Holiday content doesn’t have to be over-the-top. I try to make it meaningful:
Gift guides with my products or services (yes, I will gently shove that in your stocking).
Behind-the-scenes looks at how I prepare for the season (messy desks included).
Stories about giving back (because warm fuzzies count).
Encouraging my community to share their experiences (social proof FTW).
And yes, I do limited-time offers—but only ones that feel aligned with my brand. I focus on quality over quantity because one thoughtful post beats ten generic ones every time.
4. Use Paid Ads the Smart Way
Organic reach is great, but during the holidays, everyone and their cousin is vying for attention. So I get strategic:
I pick platforms where my audience actually hangs out (I don’t chase TikTok trends if my people live on Instagram, let’s be real).
I segment audiences: loyal customers, past buyers, look-alikes.
I monitor results and adjust in real-time (because flexibility is life).
The goal: get my message in front of the right people at the right time, without spamming everyone’s feed.
5. Mind the Timing
Holiday marketing isn’t just December 25th. I break it into phases:
Pre-season: Build awareness, tease offers (sneaky but nice).
Peak season: Push gifts, urgency, deadlines (jingle all the way).
Last-minute & post-season: Digital gifts, gift cards, new-year inspiration (for those “oops, I forgot!” folks).
Mapping it on a calendar keeps me sane—and keeps my audience from feeling overwhelmed.
6. Make It Human
This is a big one. I make sure my marketing feels real. I reply to comments, engage in DMs, highlight real customers, and show my team behind the scenes (because who doesn’t love seeing a human in the chaos?).
Modern Social talks about the power of a human touch. That’s exactly how I roll. Marketing shouldn’t just be about sales—it should be about building relationships (and maybe a little holiday cheer).
7. Measure, Adapt, Reflect
Once a campaign is live, I track my key metrics and tweak as needed. Then, after the season, I reflect: What worked? What didn’t? What can I do differently next year?
I use this data to make the next holiday season even stronger. (Basically, holiday marketing is a yearly lab experiment, and yes—I take notes.)
8. Keep the Festivity True to Your Brand
Finally, I never let holiday flair override my brand identity. Festive visuals are fun, but the message has to feel authentic. I stay true to my colors, tone, and values—even when decking the halls digitally.
Wrapping Up
For me, the holidays aren’t just about selling. They’re a chance to amplify my voice, connect with people on a deeper level, and create marketing that actually matters. If you approach it with strategy, creativity, and authenticity, your campaigns don’t just drive sales—they build relationships that last well beyond the season.
Here’s to a holiday campaign that resonates, and to making your brand’s digital presence your best gift yet (and maybe your most fun project, too).
— Ashley, Charlie & Ruby
