Believe it or not, the holidays are here again — and if you’re a small business owner, you’re either in the process of executing your holiday marketing strategy, or stressing out because it still feels like 2020 and you refuse to believe it’s almost 2022. If you’re in the latter camp, we’re with you. We’re also here to help with marketing insight, compelling campaign examples, and actionable tips for small businesses trying to bolster business this holiday season.

How can I promote my business during the holidays?

The National Retail Federation forecasts 2021 holiday sales will grow between 8.55 and 10.5% year-over-year to between $843.4 billion and $859 billion. With this staggering amount of money up for grabs, it’s time to start promoting the heck out of your wares. But holiday marketing is a saturated space even in more depressed years — so how do you stand out from the crowd and convert leads to paying customers? Unfortunately, there’s no one-size-fits-all answer, but there are some general tips to consider — we’ll get to those in a moment. 

First, let’s talk about trends. As annoying as it is to learn I’m supposed to middle-part my hair now, trends exist for a reason. Trends reflect the popular consciousness. They show us the ideal and inform our behavior. And for the small business owner, trends present a unique opportunity to get creative with marketing.

From the rise in e-commerce to shopping Mark Zuckerberg’s Metaverse, there are a wealth of 2021 holiday marketing trends to choose from. For our purposes, we’ve picked three of the most prevalent and applicable promotional messages small businesses can adopt this holiday season.

1. Family togetherness — “Family is the meaning of the holiday season” might feel like old hat, but after a long period of isolation, 2021 consumers are ready to indulge a little sentimentality this holiday season.

2. Community connection — Another positive byproduct of the pandemic is the renewed emphasis on supporting local communities. Expect lots of 2021 holiday campaigns to embrace the power of community connection.  

3. Conscious consumerism  — Climate change actually is all around us. That might not be quite what Hugh Grant’s PM said, but consumers (especially young consumers) are deeply concerned about the environmental impact of excessive consumerism, and more inclined than ever to shop sustainably this holiday season. 

Holiday marketing campaigns 2021

To help illustrate how the aforementioned trends can work in your holiday marketing campaign, let’s take a look at three prominent promotions currently in circulation.  

1. Etsy’s “Give more than a gift” — In this 2021 Etsy ad, a mother gifts her daughter a plate hand painted with her Abuela’s recipe, and the two promptly get to work making the dish in question. It’s the simple, familiar premise of a heartfelt gift, while also managing to elicit an emotional response, trigger a desirable expectation (Etsy gift = meaningful experience), and communicate several key tenets of the Etsy brand: Etsy gifts are often personal, customizable, and created by true artisans. The result is an ad that makes you want to run right to Etsy and get your cousin a mug featuring a likeness of her beloved chinchilla.

2. Woodie’s #We’reAllHomemakers — I’m not crying, you are. Irish hardware store Woodie’s scoffs at supply chain issues and delivers a quick, efficient dose of community spirit with the story of Mrs. Higgins, an elderly woman in need of a new hinge on her gate. Beneath the moving anecdote of community connection, there’s a strong current of support for local shopping. This is an incredibly poignant and impactful angle for small businesses vying for consumer dollars this holiday season.

3. Patagonia’s Repairable and Shareable Gift Guide — Marketing Dive reports, “Valuable young demographics care more deeply about fighting climate change, and will reject brands they view as out of line with their social values.” Those familiar with Patagonia won’t be surprised to learn the environmentally conscious company is leading the charge when it comes to marketing sustainability this holiday season. Instead of playing up the latest in fleece fashion, Patagonia leads with a compelling promise: “Giving isn’t about one fleeting moment: Giving is something that can last lifetimes.”

5 small business holiday tips to increase sales

Now that we have a handle on some of the biggest trends in 2021 holiday marketing, let’s explore some strategies. Here are our top tips for small businesses looking to boost seasonal sales:

1. Start now. If you haven’t started marketing for holidays yet, it’s time to start. The increase in e-commerce activity (and worries about supply chain issues) means people are shopping for gifts early and you could be missing out on crucial sales. Decide on a special holiday offering — whether that’s a limited edition product, a discount, or some other season-specific draw — and start marketing it through all your channels.

2. Embrace your small business status. I alluded to it earlier, but there’s currently a widespread supply chain shortage affecting the U.S. — even Christmas trees are scarce. Many small businesses have struggled to keep inventory stocked, but unlike major corporations bound by bureaucratic red tape, small businesses benefit from being nimble. “Small businesses may have less sophisticated purchasing options, but they do have more flexibility due to their size," Karen Keating, president and CEO of the Small Business & Entrepreneurship Council told ABC News. Keating also pointed out many small businesses "stay in contact with their customers about possible disruptions and delays in their products and services.” Personal communication goes a long way with consumers and people are more understanding than you think — so if you experience any delays this holiday season, don’t be afraid to honestly communicate the unique challenges of being a small business. 

3. Attract quality customers on consumer holidays. Everyone knows — and many fear — Black Friday, but the consumer holiday you want to pay attention to is Small Business Saturday on November 27th. It’s ironic, but Small Business Saturday was actually started by mega-corporation American Express to drive holiday credit card purchases. Capitalist schemes aside, Small Business Saturday is a great opportunity to connect with your local community (if you’re brick-and-mortar) and/or encourage online sales. Attract quality customers ready to spend with exclusive Small Business Saturday discounts.  

4. Leverage the power of video. Look no further than the dystopia of YouTube unboxing “kidfluencers” to understand the power of video in product marketing. But you don’t need to hire a precocious, overpaid kindergartner to find success with video. WeVideo reports, “Landing pages with videos see an increase in conversion rates by up to 80%, which means video leads directly to sales” — so film something cute showcasing your holiday offerings, and get it up on your website and social pages. Bonus points if you’re hip enough to embrace TikTok’s Holiday Marketing Guide. 

5. If possible, give back. I know, it’s another predictable cliche — but if the holidays are about giving, they should also be about giving back. If you’re fortunate enough to experience a heavy volume of holiday sales, consider donating a portion of your profits to a charitable organization. If that organization gives back to your community, even better!

Social media marketing for the holidays

When it comes to marketing your small business this holiday season, social media is more important than ever. Sprout Social predicts, “retailers can expect on average 18% more social messages per month this holiday season compared to the non-holiday months in 2021” — while ROI Revolution reports, “87% of Gen Z shoppers will get holiday shopping inspiration from social media – namely YouTube, Instagram, and TikTok.”
For specific tips on optimizing your social media presence for holiday sales, check out our blog post, “The Tea: Social Media Marketing for the Holidays.”