Your 2020 small business Christmas to-do list

On a scale of one to ten, how organised do you feel you are for the upcoming Christmas rush?

Whether you’re a confident nine or an apprehensive five, the festive season is typically a busy time for everyone, both professionally and personally. And marketing during the Christmas season this year might feel like navigating uncharted territory.

Even in challenging times, people will still want to celebrate and exchange gifts. You should plan your Christmas marketing strategies accordingly to get the most from this period of increased customer spending.

We've created a month-by-month to-do list of Christmas marketing tips, starting in October, to help you tackle the upcoming Christmas rush and make meaningful connections with customers.

October Christmas marketing tips

Pumpkins and cooler weather might be top of mind in October, but don't miss your chance to get a head start on Christmas marketing.

  • Devise a detailed Christmas plan. Doing a little prep and planning ahead of time allows you to skip much of the frenzy and feel more festive when the Christmas season suddenly arrives.
  • Create a Christmas budget. Keep it realistic and stick to it.
  • Get inspired. Check out what other businesses are doing at Christmas by perusing Pinterest, looking at Facebook advertisements and Instagram posts or engaging in discussion boards to gather some intel.
  • Do some market research. What are your customers looking for this Christmas season? How will you meet those demands?
  • Prepare your inventory. The Christmas rush will be upon you sooner than you think. Get your high-season inventory ordered, and in order.
  • Order your advertising materials. Now is the time to get marketing materials for these sales. Whether this means banners, postcards, flyers, posters or foam boards, start stockpiling supplies to carry you through the rest of the season.
  • Get what you need for Christmas packaging. Decide how you want to package deliveries and wrap in-store purchases – consider including a sticker single with every order, using customised packing tape and wrapping delicate items in tissue paper.
  • Plan your Black Friday or Cyber Monday sales. What sales are you running? When does each sale launch? How will you advertise the sales? Start drafting promotional emails now, so you'll be ready to hit 'send' when the time comes.


These are two of the year's biggest sale days – but you don't have to wait until the end of November to run a promotion. Offer daily deals & subscriber-only sales to entice new customers.

November Christmas marketing tips

Two key shopping days fall in November: Black Friday and Cyber Monday. Since these two sale days are later in the month, think about launching an early November promotion to attract proactive shoppers. And as you prepare for these major sales, don't forget to decorate your shopfront (digital and real-life!) and announce your upcoming promotions.

  • Decorate your shopfront. If you have a brick and mortar shop, deck out your shopfront with festive window art, banners and decals. Inside, play your favourite Christmas tunes and light some wintery candles (look for scents like cinnamon and evergreen) to set the mood. Also consider hosting virtual or limited-capacity events and personal shopping appointments.
  • Deck out your website. If you have a website, update it with Christmas-ready (on-brand!) details – maybe a mistletoe-inspired homepage banner or curated gift shop page.


New offerings this year? Whether you're curating an online gift shop or selling festive face masks, let customers know ahead of time with an e-newsletter, postcard or social media post.

  • Order thank you cards or gifts like mugs, calendars or branded promotional items with your logo on them. The Christmas period is a great time to thank your customers and employees and to strengthen your relationships for the upcoming year.
  • Order your Christmas cards in advance. Make sure you order enough for your customers and employees. It’s easy to underestimate your needs in this area, so order more than you think you'll need.


Extra Christmas cards? Tuck them into posted packages or shopping bags for a festive finish.

  • Launch your Black Friday sale. This sale day in November is a pivotal day to market to your customers – use clear discount messaging to drive interest and understanding. To avoid overcrowding this year, consider using a time-slot or appointment-based system for in-store shopping.
  • Participate in Small Business Saturday. Do as the Americans do and make 28th November 'Small Business Saturday' – create a special offer or run a promotion on this weekend.
  • Launch your Cyber Monday sale. The Monday after Black Friday is another major sales day. Take advantage of this sale day to promote exclusive deals (like early shopping access!) for email subscribers and social media followers.
  • Hang posters and banners. Announce upcoming sales to attract potential customers and interest from existing customers.

December marketing tips

As the Christmas shopping season winds down, use this month to say 'thank you', reflect on your successes and look to the year ahead.

  • Record and analyse the results from your Black Friday and Cyber Monday sales. Take note of what worked and what didn’t to provide insights for the next Christmas season.
  • Review shopper frequency. Was your shop quiet in the morning but then had long (socially-distanced!) queues in the afternoon? Understanding typical in-store foot traffic will help you organise effective staffing schedules for next year.


Thank your customers and employees with handwritten cards or promotional items featuring your logo.

  • Consider a refresh. Think about re-examining your branding for the new year. This is an excellent time for some fresh thinking about your visual identity, whether it's an update to your logo or overhaul of your website.
  • Reflect on what to improve for next year. Order too much of something that didn’t fly off the shelves as expected? Did you run out of key staples like branded bags halfway through the Christmas rush? Learn from it, move on and add it to your checklist for next year.
  • Prepare to hit the ground running in January. Whether it’s stocking up on inventory or creating a calendar with key dates (like staff holidays and seasonal promotions) having a plan will help you kick off 2021 on the right foot. After a successful Christmas season, you should get back to work feeling rested, rejuvenated and ready to take on another year.

So, whether you’re thanking customers and clients, encouraging more visits to your shop, or trying out new marketing tactics, the results of this year's efforts can help inform what you do next year... though the world could be very different in 2021!

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