Holiday marketing beyond Black Friday: smart strategies for small & mid-size businesses

Amy Yaley
Ward Media

The holiday season is upon us, small and mid-size businesses across  North Central Washington often feel pressured to compete with big-box retailers' Black Friday doorbusters and mega-deals. However,  trying to match these pricing strategies is usually a losing battle that can damage profits and brand value. Instead, local businesses can thrive during the holiday season by implementing a comprehensive marketing strategy that leverages their unique advantages.

The key to holiday success starts with early planning and smart timing. While Black Friday falls on November 29 this year, your holiday marketing should begin now, if it hasn’t already. Research shows that over 32% of consumers start their holiday shopping before November. By building a marketing calendar that extends through December, you can capture shoppers and maintain momentum throughout the season.

Digital strategies offer powerful tools for local impact without requiring deep discounts. 

• Start by segmenting your email list based on past purchase history and sending personalized holiday offers. 
• Create social media content emphasizing your local advantage – whether it's same-day delivery, locally-made products, or expert product knowledge.
• Consider using geo-targeted advertising to reach shoppers within your service area, and create holiday-specific landing pages on your website that make it easy for customers to find seasonal offerings.  The right campaign, targeting the right customer profile will work to your advantage and won’t cost a fortune.

Traditional marketing takes on special importance during the holidays when people are more receptive to personalized approaches. 

• Consider strategic use of promotional products for customer appreciation – but think beyond the standard holiday card. For example, send valued customers a branded ornament that doubles as a discount offer, or create a practical gift that keeps your business top-of-mind throughout the year. 
• Direct mail campaigns can stand out during the season if they offer genuine value, such as a holiday shopping guide featuring your products or services.

The customer experience becomes even more crucial during the hectic holiday season. 

• Train your staff to handle increased traffic while maintaining service excellence. 
• Create memorable shopping experiences that big-box stores can't match – consider offering gift-wrapping services, extended hours for private shopping, or live-streaming events for online customers. 
• Streamline your online and in-store buying process to eliminate friction points that might send customers elsewhere.

Here's a practical timeline to start you off:

Early November:

- Launch email campaign announcing holiday services

- Begin social media content highlighting unique offerings

- Train staff on holiday procedures

- Install festive displays that emphasize experience over discounts

Mid-November:

- Introduce early-bird specials for loyal customers

- Activate geo-targeted advertising

- Begin community engagement activities

- Launch holiday loyalty program incentives

Late November/December:

- Maintain steady communication without overwhelming customers

- Focus on last-minute shopping advantages

- Emphasize convenient solutions for busy customers

- Capture data for post-holiday engagement

Looking beyond December is equally important. 

• Use the holiday season to build your customer database and gather insights about shopping preferences. 
• Consider implementing a loyalty program that incentivizes year-round engagement. 
• Follow up with holiday customers in January with personalized offers based on their seasonal purchases.

Success metrics should go beyond simple sales numbers. Track new customer acquisition, loyalty program sign-ups, and social media engagement. Monitor customer feedback and adjust your strategy accordingly. Your marketing tactics are all working together, pay attention to which marketing channels drive the most valuable customers rather than just the most traffic.

Your greatest advantage as a local business is the ability to create personal connections with your community. While big-box retailers focus on price wars, you can focus on building relationships that will last well beyond the holiday season. By combining digital tools with traditional marketing approaches and exceptional customer service, you can create a holiday marketing strategy that not only drives seasonal sales but builds a foundation for year-round success.

The holidays don't have to be a time of desperate discounting. With thoughtful planning and strategic execution, small and mid-size businesses can create profitable promotions that enhance rather than diminish their brand value. 

Amy Yaley is the COO of Ward Media and the co-owner of Apple Capital Marketing & Northwest Swag Works. She can be reached at amy@ward.media.