Tinsel, Tactics, & Timelines: Surviving Holiday Marketing

Well, my marketing guru friends, in a previous blog I shared why seasonal messaging matters—but I realized it could be just as helpful to show you how to get ready for the busiest time of the year! So, without further ado, let’s dive in.

The holiday season is the busiest & honestly, most exciting time of year for us marketers. It’s also when the competition heats up, inboxes overflow, & ad costs skyrocket. Over the years, I’ve learned that the difference between a smooth holiday campaign & a stressful one comes down to one thing: preparation.

Here’s how I personally like to get organized before the holiday rush hits:

1. Look Back Before Moving Forward

I always start with last year’s campaigns. What worked well? Where did we miss the mark? I pay attention to engagement, conversions, & even little things like subject lines that got the most clicks. The goal is to learn, not reinvent the wheel.

2. Define Clear Goals Early

For me, it’s not just about “driving holiday sales.” I like to set specific goals, whether it’s boosting engagement on a new channel, growing an email list, or increasing repeat purchases. When I know what success looks like, it’s easier to build a campaign around it.

3. Build a Campaign Calendar

If I don’t map things out, I’m guaranteed to get overwhelmed. I like to break it down into phases:

• Early build-up (November): teasers, gift guides, sneak peeks

• Peak shopping (Black Friday, Cyber Monday, holiday weekends)

• Last-minute shoppers (week before Christmas)

• Post-holiday push (clearance, loyalty campaigns, “fresh start” messaging in January)

Having this calendar helps me stay on track & keeps me from scrambling.

4. Get Creative Assets Ready Ahead of Time

I’ve learned the hard way that waiting until November is too late. I try to get ads, email templates, landing pages, & social content drafted & approved early. That way, when the season gets crazy, I’m not chasing down last-minute edits.

5. Stay in Sync with the Bigger Picture

Marketing doesn’t live in a bubble. I make a point to check in with ops & sales teams to confirm inventory, shipping timelines, & site readiness. Nothing’s worse than driving demand for something that’s out of stock.

6. Personalize Whenever Possible

Holiday shoppers are flooded with options. Personalization helps cut through the noise—whether it’s segmenting emails by past purchase behavior or tailoring ads for different audiences. Even small tweaks can make a big difference.

7. Budget Smart

Ad costs climb fast in Q4. I like to test creative early (October is a great month for this) & double down on what performs best. Retargeting warm audiences—like cart abandoners—is always on my list, too.

8. Don’t Forget January

The holiday rush doesn’t end on December 25th. Post-holiday campaigns—clearance, “new year, new you,” or loyalty offers—are an overlooked opportunity to keep momentum going.

Final Thoughts

Holiday campaigns don’t have to be overwhelming. With some early planning, a clear strategy, & a little creativity, they can actually be fun. For me, the holidays are a reminder of why I love marketing: it’s a chance to connect with people during one of the most meaningful times of the year.

-Malorie Ragsdale, MBA.

Disclaimer: The views and opinions expressed on this website are solely my own and do not reflect the views or opinions of any affiliated organizations, employers, or other entities.