13 Easy ways to gear up for holiday shopping season

The holiday season is just around the corner. How can small business owners maximize their sales this holiday season? Here are some ideas. 

1. Meet your customers where they are

It's likely if you were in business during COVID-19, you might have made some changes to your business model to accommodate the pandemic – curbside pickup or delivery, for example. These small changes proved to be valuable to consumers and are still used now. If this is something you offer to your shoppers, keep it up. If it's not, you may want to consider it. During the holiday season, convenience is king.

2. Combine forces with other businesses

If there are other businesses that serve the same clientele that you do, consider teaming up with them for promotional activities or a special event. You could offer complementary products in a bundle or provide a discount for shoppers who go to each store. If the businesses are geographically close, you could host a holiday shopping event together. 

3. Extended hours and private shopping events

Consider staying open later in the evenings during the busy holiday shopping season. If your business lends itself to doing so, you may want to host a private shopping event for your top-tier customers. Open your store by invitation only, serve refreshments, and help your regular customers get their holiday shopping wrapped up in style. 

4. Make gift-giving as easy as possible

There are lots of ways to make choosing and buying the perfect gift easy and quick, even for those who don’t really like to shop. Gift cards are always a quick solution, especially for procrastinators. Put yours in a box with a bow on it so it feels more like a present. Bundle products together in a gift basket or bag for an elaborate-looking gift that’s ready to go. Offer gift-wrapping services, or pre-wrap popular items for shoppers to just grab and go. 

Related: Marketing ideas to promote your small business 

5. Have a flash sale

If you find yourself in mid-December with a big gap between your sales and your goals, a flash sale may be in order. Choose a few of your most popular items – or those you really want to move – and put them on sale for one day, or even just a few hours. Promote the sale on social media and in your brick-and-mortar location if you have one. 

6. Promote everything on social

Keep your social media platforms working hard for you during the holiday season. Post gift ideas, promotions, events, store hours – anything that will catch the eye of your customer. 

Related: Small business social media tips from an expert

7. Promote Small Business Saturday

Small Business Saturday is the Saturday after Thanksgiving. American Express has been promoting Small Business Saturday since 2010 to bring attention to small, local businesses, and to encourage consumers to ‘Shop Small.’ Many small businesses offer special promotions on this day, similar to the ‘Black Friday’ sales that happen at the mall on the day prior.

8. Optimize your online presence for holiday shoppers

Many customers will discover you through search engines and online listings, so a few updates can make it easier for holiday shoppers to find you. Start with a quick “holiday keyword” tuneup by naturally using phrases like “holiday gifts,” “gift ideas for [your audience]” or “Small Business Saturday deals in [your town]” in page titles, headings, and product descriptions. Review your Google Business Profile, update holiday hours, add pickup or delivery details, post about events and flash sales, and upload seasonal photos. Create or refresh a “Holiday Gifts” or “Gift Guide” page that gathers top seasonal products by price or recipient, and link to it from your homepage, social bios, emails, and relevant blog posts.

9. Use holiday email campaigns to drive repeat business

Your email list lets you speak directly to people who already know your business, which can be powerful during the holidays. Consider a simple three email sequence: in early November, introduce holiday hours, highlight new products or gift bundles and invite customers to mark Small Business Saturday. Later in the month, follow up with a time-limited offer or special instore experience that encourages people to shop small and local. In early to mid-December, focus on last-minute gift ideas and gift cards, and remind customers of shipping cutoff dates and pickup options.

10. Create holiday gift guides and helpful content

Holiday shoppers often want ideas as much as specific products, so simple gift guides can inspire purchases and position you as a go-to resource. You might create a “Gifts under $25” guide, a “Gifts for teachers and coworkers” list or recommendations for “lastminute gifts from local businesses.” If you offer services, consider an “experience gifts in [your town]” guide. Turn each into a short page with photos, brief descriptions and clear ways to buy. Share these guides on social media, in emails, and even as printed handouts.

11. Follow a simple holiday prep timeline

The holiday season can feel overwhelming, but a simple timeline makes it more manageable. Ideally, start eight to ten weeks before key holidays by reviewing last year’s sales, noting bestsellers and items that sold out too fast, and planning inventory and staffing. Four to six weeks out, launch or update your “Holiday Gifts” page and gift guides, announce extended hours and services like giftwrapping or curbside pickup, and begin promoting important dates such as Small Business Saturday. Order extra supplies like packaging and signage. In the final two to three weeks, run flash sales or limited-time offers, highlight “last day to ship” and “last day for custom orders,” increase social and email activity and, after the season, thank customers and review what worked.

12. Track your holiday results and use them next year

When the holidays are over, take a little time to review how the season went so you can improve next year. Start with basic metrics: compare holiday sales to previous periods, look at average order value and identify which products or bundles sold best. Note which promotions or events seemed to drive the strongest results. Look at engagement, too. Did certain social posts or emails generate more traffic or response than others? Consider asking customers directly what they thought through a short survey or a quick “how did you hear about us?” at checkout. Capture what you learn in a simple “holiday playbook” that records your wins, challenges and ideas, so you have a ready-made guide when the next season approaches.  

13. Send a holiday greeting – for Thanksgiving

Getting out in front of your customers for the all-important holiday shopping season is critical, but it’s a crowded field out there. If you wait to send a ‘Happy Holidays!’ greeting in mid-December, you may have missed your opportunity. But the holiday shopping season starts in earnest right after Thanksgiving, so a Thanksgiving message may be just the thing. It gives you the opportunity to express your gratitude to your customers and also to get in front of them just as they’re starting to think about holiday shopping. 

Some of these ideas to boost your holiday sales may apply to you, while others will not. But even if they don’t, they may help get you thinking outside the box for ways you can bring in some extra business before the end of the year.