The holiday season may seem far off, but with medium-sized businesses doing 20%-40% of all their sales in the final two months of the year, they need to begin planning their holiday marketing strategy months before campaigns launch.

While preparing for such a crucial season can seem overwhelming, there are a few key areas to consider – data analytics, current yearly events, and trends, and the needs of your consumer, to name a few. Read on for a few key things you should consider when kickstarting your holiday planning!

Look Back At Last Year’s Data

Data analytics are essential when planning any marketing campaign, and the holiday season is certainly no exception. Website clicks, social media metrics, and online reviews can help your business pinpoint the strengths and weaknesses. By reviewing the data, you can determine what products or services were popular during the previous season and what campaign types earned the highest engagement. Combine with current industry trends, and you will have everything you need to build a strategy for the holidays that will bring in new customers and drive sales.

Holidays Will Be Different This Year

While it may seem obvious, this holiday season is likely going to look much different than previous years – and your brand should adjust accordingly. While you don’t need to reinvent the wheel, it’s important to face the fact that the COVID pandemic has changed the way consumers are buying.

If we have learned anything this year so far, it is that mobile device optimization for your website is vital. While it is very dependent on the region in which your business is located, the state in which we will be in regarding the Coronavirus in November and December is unknown. If we can continue on the path of re-opening and returning to full operation, consumers still may feel wary of venturing into the packed-stores and large crowds of shoppers typical of holiday shopping. Therefore, if you haven’t already looked into eCommerce options or updated your website to be responsive and mobile-friendly, now is the time.

Create a Marketing Plan For Every Platform

Running a successful campaign on one platform in today’s digitally-driven society is no longer enough. In fact, 72% of consumers prefer to have interaction with businesses via multiple channels, but only 39% are receiving that. This is why you should take advantage of various platforms to get enough traction to ensure the success of your campaigns.

Start by taking a look at your target audience and determine what channels they are most likely to engage with during the holiday season. Online advertising, social media platforms, text messaging, and email marketing – all of these are viable options that can effectively enhance brand recall and awareness, capture the attention of current and potential customers, and drive consumer engagement.

If this is your first time creating a multichannel marketing campaign or if you have been implementing them for years, it is important to remember our number one rule:

Be Consistent With Your Messaging!

While the platforms may be different, your campaign’s content should have the same overall look, feel, and messaging. Not only does this avoid any confusing or conflicting information, but it helps build your brand as reliable, trustworthy, and memorable.  That being said, you should still tailor it to meet best practice guidelines for each platform. For example, the use of hashtags is ideal for posting on Instagram and can increase engagement, but that is not for posts on Facebook.


Although the holiday season seems far off, businesses are already starting their holiday promotions. Early and informed planning and decision making around campaigns and marketing strategies will save your business time and heartache when the holidays inevitably sneak up on us! For more in-depth expert help on how to run a successful integrated campaign, contact one of Vivial’s Digital Media Marketing Specialists!