Five Holiday Marketing Mistakes

It’s that time of year when everyone seems to be shopping for everything.

You probably want your business to earn its fair share of the holiday buying bonanza.

This article explores common mistakes small businesses make that prevent them from making the most of the busy holiday shopping season.

1. Offers With No Value Added

People are typically willing to spend a bit more than usual during the holidays. However, they still want value.

When it comes to holiday marketing, one common mistake businesses make is focusing exclusively on cutting prices. After a while, all the discounting leaves consumers numb, confused, and, in some cases, cynical.

Instead of merely offering holiday discounts, consider coupling them with something of value. Offer gifts with purchase, higher levels of service, or other things that differentiate your holiday discounts because you offer added value on top of them.

Take it up a notch: Bring greater value to your marketing by promoting your business with interactive experiences like a How Much Should I Spend this Holiday? calculator or a gift personality quiz. It will differentiate your company from competitors focused on flat promotions centered on cutting costs.

2. Late Holiday Promotions

While plenty of people shop at the last minute, plenty start their holiday shopping well before the end of December. Still, many small businesses amp up their holiday promotions fairly late in the game.

Today, the holidays start earlier and earlier. That means your marketing campaigns should begin even before that.

Getting a head start will help you beat the competition and stay ahead of it. It also allows you to capture the attention of early shoppers and people who plan ahead. Plus, it provides extra time to engage and nurture your prospects and guide them toward a purchase decision.

3. Ignoring Competitors

Another mistake companies make during the holidays is not considering the competition.

Many small businesses think their holiday promotions are fantastic. And while you might have some great offers, are your competitors’ better?

Of course, you must focus your holiday marketing on your products and services, business and sales goals, customer base, and brand. However, you must also monitor what your competitors are doing. They sell similar products and services and share a target audience with you. You must ensure they aren’t undercutting or outshining you in their holiday promotions.

It’s smart to monitor their overall holiday marketing strategy, including paid promotions, organic social media posts, pricing, offers, and everything else they do. Compare it to your holiday marketing program and make adjustments so it’s more attractive.

4. Not Addressing Diversity

Not everyone celebrates Christmas in December. However, many small businesses focus their year-end marketing on it.

The lack of diversity limits your customer base and potential sales. Consider taking a more neutral approach to December marketing or addressing other celebrations beyond Christmas, such as Hanukkah, Kwanzaa, the solstice, and the new year.

A lack of sensitivity in holiday messaging will not only limit marketing reach—it could alienate segments of your customer and prospect base, causing reputational harm to your brand.

5. Lacking Originality

Most small businesses try to attract customers during the holiday season. The issue: Too many of them do it too similarly. Santas, snowflakes, sales, warm family scenes, and Christmas trees result in a whole lot of sameness in holiday marketing, making it nearly impossible to break through.

The best way to overcome this uniformity is to go back to the basics and consider what makes your business and brand unique. Then, come up with a holiday campaign that is uniquely aligned with it. It will make your organization stand out from a whole lot of ho-ho-ho-hum and attract more of your ideal holiday buyers.

Holiday Marketing Mistakes: The Final Word

The holidays can be a business bonanza for organizations that handle year-end marketing correctly. However, too many small businesses make simple mistakes that cut into their potential holiday sales. Leverage the information in this article to avoid those errors and develop a holiday marketing program that resonates with your consumer base.