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When Should You Begin Marketing for The Christmas Season?

Updated: Dec 7, 2023

When should you begin marketing for the Christmas season? That is a great question, especially since the 2021 Christmas season is here. So, do you start on Google, Facebook Ads, social media posting now or later?

Here are a couple of questions we’ve answered regarding marketing for Christmas. If you have questions or tips, or experiences of your own, please share them with us in our Facebook group.

Too soon or too late

Holiday marketing should be started in July. The customer may not be ready to buy for the holiday season; they want to find out what to buy, what they need, and what is available when purchasing. You want to make sure that you are spending money on your holiday marketing and distributing your target to an audience that is most likely to buy. Beginning holiday marketing 4 months in advance is ideal, as the buying process for most begins earlier than actual purchasing. You should spend time showing your potential customers why they should buy with you well before they are actually ready to buy as you nurture them through the purchasing process.

PPC Ads such as Facebook, LinkedIn, and Google Ads for business are the best way to generate traffic or piquing potential buyers’ interest in advance of when you think the sale is likely to happen.  Analyze who is visiting your website and get familiar with the Facebook pixel to track your clicks and where they are coming from.

Starting Your Marketing

Planning should begin in July. This will give you plenty of time to have your marketing plan mapped out in advance. Create a rough map of when you will start, the type of content, and distribution methods (print, television, social media organic, and paid). You will not only find that your marketing flows with ease, but your customers will ebb and flow with your guidance.  It’s excellent to create hype around a new/relevant product a month or two before you really expect sales to ramp up.  You can optimize the people who respond to your ads in your marketing efforts through search engines and social media advertising. This is what we mean by delivering the sales message to those that are most likely to purchase.

Holiday Marketing Tips

Have some fun! Consumers shop for their loved ones because it brings them happiness. Avoid gimmicky tactics or cheesy methods. Always stay on-brand. Show what you have to offer is what they want to spend their money on and inject emotional works into your marketing plan.

When you are creating ad copy, here are some tips to help you get your point across to that ideal customer:

  1. Consider how the gift will make them feel when they receive it,

  2. What makes the item attractive to the person who will be receiving it?

  3. If possible, use reviews, testimonials (written, image, video). At the end of the day, you can tell people how great your products are all you want, but if someone else tells them how much they like it, that’s golden.

It is essential to know the difference between the platforms – specifically for PPC Google and Facebook. People search on Google for what they are looking to buy or find more information about. These ads are for motivated buyers. Facebook, Linked In, Instagram, and Twitter are users reading news and information, so these ads are about being entertained. On Google, get right to the point “Buy My Stuff” or “Order now” while on social, start with education-based marketing addressing the how and why– “indulge yourself by looking at what we offer ‘, then work on the retargeting. Different platforms and audiences require unique approaches. Another good read to help you with your Google Ads is our article on using keywords.

Before initiating your marketing for the Christmas season – or any marketing – ensure your processes, customer services, and systems are in check. Remember, First impressions count!

Shelley is a marketing expert who specializes in getting your brand seen online. If you have any questions be sure to contact her! or visit

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