The holiday season can be a gold mine for small businesses, but let’s be real—it’s also one of the most stressful times of the year, especially if you’re in the retail or e-commerce sectors. With everything on your plate, it’s easy to feel overwhelmed and underprepared, and this year, things are even more challenging.
Many small businesses rely heavily on holiday sales, with the percentage of small businesses (SMBs) attributing at least 50% of annual sales to this period nearly doubling since 2023. However, 65% of SMBs report struggling with budget constraints and time management in Q4. Additionally, 79% of those who measure marketing effectiveness were unsure if their 2023 holiday strategy was successful.
Despite these challenges, consumers want to support small businesses, and they begin thinking about the holidays earlier than many SMBs realize.
Here are the seven most frequent holiday promotion blunders small businesses make and some practical tips to overcome them. Whether you’re a seasoned entrepreneur or new to the game, understanding these common mistakes can make a significant difference in your holiday sales. Let’s get to it!
1. Failing to Plan Ahead
It’s easy to get caught up in the day-to-day operations and forget to plan for the holidays. However, a lack of preparation can lead to missed opportunities and unnecessary stress.
But don’t worry, even if you’re just three weeks away from the holidays, there’s still hope. Our My Weekly Marketing podcast, episode 82, offers a step-by-step guide to create a last minute holiday promotion. Be sure to check it out and download our free holiday promotion checklist to get you on track!
Tip: Start by outlining your holiday promotion goals and timelines. Break down tasks into manageable chunks and assassin deadlines to ensure everything runs smoothly.
Example: If you’re promoting a special holiday gift set, plan your marketing materials, social media posts, and email campaigns in advance. This way, you can focus on engaging with customers rather than scrambling to get everything done at the last minute.
2. Neglecting Your Online Customer Service
During the holiday rush, customer service can often fall by the wayside. However, excellent customer service is crucial for building loyalty and encouraging repeat business. Make sure your team is prepared to handle increased inquiries and potential issues efficiently and professionally.
Tip: Implement a robust online customer service system. This could include chatbots for quick responses, a comprehensive FAQ section, and clear contact information.
Example: If a customer has a question about shipping times, a quick and helpful response can make the difference between a sale and an abandoned cart.
3. Ignoring Social Media Engagement
Social media is a powerful tool for driving holiday sales, but many small businesses fail to utilize it effectively. Simply posting about your promotions isn’t enough; you need to engage with your audience and start early.
Tip: Create a holiday-centric social strategy that includes regular posts, interactive content like polls and giveaways, countdowns, and responsive engagement.
Example: Host a ‘12 Days of Giveaways’ campaign where you give away a small item each day leading up to the holidays. Encourage followers to participate by liking, sharing, and commenting on your posts.
4. Overlooking Mobile Optimization
A new Adobe Analytics report shows that mobile shopping is expected to drive 53% of online sales during the 2024 holiday season. With this in mind, having a mobile-optimized website is no longer optional. An unresponsive site can lead to lost sales and frustrated customers that instantly click away–and we don’t want that.
Tip: Test your website on various mobile devices to ensure it loads quickly and is easy to navigate. If it’s slow, check image sizes and reduce their size or eliminate them on mobile altogether. Pay special attention to the checkout process to reduce cart abandonment. Anything you can do to reduce “friction” in the process (such as providing a quick Apple Pay or PayPal option) means more sales for you.
Example: Ensure that your holiday promotions are prominently displayed on your mobile site and that customers can easily complete their purchases with a few taps.
5. Overlooking Collaboration
Collaborating with other local businesses can amplify your holiday promotions and reach a broader audience. Many small businesses miss out on the benefits of partnerships.
Tip: Partner with complementary businesses to create joint promotions or events. This can help attract each other’s customer base and increase visibility.
Example: If you own a bakery, consider collaborating with a local coffee shop to offer a special holiday combo deal. Both businesses can promote it to their customers, driving traffic to each other.
6. Not Measuring Results
After putting in all the effort to create a holiday promotion, it’s essential to measure its success. Without tracking your results, you won’t know what worked and what didn’t, making it difficult to improve future campaigns. The magic is in the debrief!
Tip: Use tools like Google Analytics and social media insights to monitor your promotion’s performance. Track metrics such as traffic, conversion rates, and sales to understand the impact of your efforts.
Example: If you notice that a particular social media post generated a lot of traffic, but few conversions, consider tweaking your call-to-action or offering a different incentive.
7. Neglecting Your Customers After the Holidays
It’s easy to fall off the radar once the holiday rush is over, but maintaining customer engagement is crucial for long-term success. Don’t let your efforts go to waste by ignoring your customers after the holidays.
Tip: Follow up with a post-holiday promotion and thank your customers for their support. Use social media or email marketing to keep your customers informed about upcoming sales and new products. You can also segment customers by purchases and send personalized email offers to customers who bought during the holiday.
Example: Send a New Year’s thank-you email with a special discount code for their next purchase. This not only shows appreciation but also encourages repeat business.
Need More Help?
The holiday season offers a unique opportunity for small business owners to boost their sales and connect with customers. By avoiding these common mistakes and implementing our tips, you can create a successful and stress-free holiday promotion.
Remember, the holiday season is not just about making sales, but also about building relationships and creating memorable experiences for your customers.
Even if you feel behind in your planning, there’s still time to turn things around. Our My Weekly Marketing podcast, episode 82, provides a step-by-step guide on how to create a last-minute holiday promotion. Be sure to check it out and download our free holiday promotion checklist to help you get organized and on track. The key is to stay focused, keep things simple, and make the most of the time you have.
