# Holiday Marketing Ideas for Small Businesses, Matched to When People Shop

Canonical page: https://sunlocke.com/articles/holiday-marketing-ideas-small-business

Page type: article

## Summary

Many holiday shoppers start before November, crowd into Thanksgiving weekend, spend the most in December and keep shopping after Christmas. This guide matches five ideas, from gift cards to a December event, to those windows. Holiday shopping falls into four windows between October and early January. Each idea in this guide is timed to the window when its buyers are shopping. Holiday shopping runs in separate windows from October to early January, and it lifts some businesses far more than others. A holiday idea is worth the effort when it lands in the window your own customers buy in.

## Article details
Holiday shopping falls into four windows between October and early January. Each idea in this guide is timed to the window when its buyers are shopping.

## Main point
Holiday shopping runs in separate windows from October to early January, and it lifts some businesses far more than others. A holiday idea is worth the effort when it lands in the window your own customers buy in.

Author: Devin Blandino

Section: Strategy

Post type: Decision Guide

Story format: standard

## Article content
In December 2025, clothing stores in the United States took in about 59 percent more than in an average month from January through October, by a Sun Locke analysis of Census Bureau estimates. Sporting goods, hobby, musical instrument and book stores did about the same. Online and mail order retailers took in about 37 percent more. Restaurants and bars, the one kind of service business the survey tracks, took in almost exactly what they average the rest of the year.

For a small business choosing holiday marketing ideas, that spread is the first fact to check. The season lifts some businesses far more than others, and it does not arrive in one weekend. Many shoppers start before November, crowd into Thanksgiving weekend, spend the most in December and keep going after Christmas. The ideas worth the effort match an offer to the window when a business's own customers buy, and send it through the channel that reaches them then.

Five ideas fit the evidence on timing: gift cards that bring a new person in during January, bundles and gift guides for shoppers who have not decided, prepaid January bookings for service businesses, a local event held in December rather than on Black Friday, and a GivingTuesday drive that collects goods.

## When holiday shoppers buy, and which marketing ideas fit

The National Retail Federation, the retail industry's trade group, forecast on October 15, 2026, that retail sales in November and December would grow 4.2 percent over 2025, to $1.013 trillion. That count leaves out car dealers, gas stations and restaurants. Adobe, which measures online sales through its analytics software, forecast on September 28 that Americans would spend $275.1 billion online from November 1 through December 31, up 6.7 percent from last year.

Those totals cover four separate windows.

**Before November.** In the federation's 2026 holiday survey, conducted by Prosper Insights & Analytics in the first week of October and released October 20, 43 percent of shoppers said they planned to start before November. Half of those early starters said they wanted to spread out the cost. Adobe expects $95.8 billion in online spending in October 2026, up 8 percent, and says the Prime Day event in early October has become an industrywide sale, with discounts across U.S. retailers.

**Thanksgiving weekend.** In the same survey, 64 percent said they were likely to wait until Thanksgiving weekend to do most of their holiday shopping. The federation counted a record 202.9 million shoppers over the five days from Thanksgiving through Cyber Monday last year, 129.5 million of them in stores and 134.9 million online, with many shopping both ways. This year Black Friday is November 27, and Adobe expects Cyber Monday, November 30, to remain the biggest online day of the season at $15.1 billion. It also expects online discounts to peak during Cyber Week at up to 30 percent off listed prices, against up to 14 percent in early November and 10 to 15 percent through December.

**December.** Shoppers told the federation in early December 2025 that they had finished only about half their holiday shopping, 51 percent on average. It estimated that 158.9 million people planned to shop on the last Saturday before Christmas, which falls on December 19 this year. The Census figures make December the biggest month at the register: retail sales outside auto dealers and parts stores ran about 20 percent above their January to October average in December 2025, against about 7 percent in November.

**After Christmas.** Last December, 70 percent of shoppers told the federation they planned to shop in the week after December 25, and the reasons they gave most often were sales (45 percent) and spending gift cards (26 percent). Adobe found that one in every seven online returns of the 2025 season happened between December 26 and December 31.

The [holiday email and SMS plan](/articles/holiday-email-and-sms-plan) turns these dates into a sending schedule built backward from Black Friday, and [holiday email deliverability](/articles/holiday-email-deliverability) covers keeping that mail out of spam once volume peaks. Adobe also projects that 57.4 percent of online holiday spending will come through mobile devices, so the gift card, bundle and event pages below need to work on a small screen first.

The national figures cannot say which window matters most to one particular business. The Census survey does not cover salons, cleaners, contractors or most other service businesses at all, so for those owners last December's own booking and sales records are a better guide than any national number. The guide to [January marketing ideas for small businesses](/articles/january-marketing-ideas) shows how to set one year's records against the last.

## Gift cards, sold in December and spent in January

Gift cards top the federation's 2026 list of gifts people would like to receive, named by 47 percent of respondents, ahead of clothing at 44 percent. When the federation surveyed shoppers in early December last year, 27 percent had already bought gift cards.

For stores and service businesses alike, the evidence points to gift cards first. They are the gift people most want, a card sent by email can still be bought after the last shipping date has passed, and about a quarter of the people who planned to shop the week after Christmas last year said they would be spending one. Each card sold also introduces the business to someone who may never have visited, and many cards are spent after Christmas, as sales fall back from the December peak.

For a service business, a card is the most direct way into the gift budget. A salon or a detailer cannot ship a product to sit under a tree, and the one service category the Census tracks shows no December lift at all.

Sell the card on the website first. Someone should be able to buy one on a phone at 11 at night on December 23 and have it arrive by email in minutes, with a link to a plain page that tells the recipient how to redeem it and book. Buying a card and redeeming one are both on the [Black Friday website checklist](/articles/black-friday-website-checklist) of test orders to place before the season. In email, the gift card message belongs after the last shipping date, which is where [the emails to send after Cyber Monday](/articles/emails-to-send-after-cyber-monday) place it. Sample [holiday email subject lines](/articles/holiday-email-subject-lines) and [holiday text messages](/articles/holiday-text-message-examples) for the gift card push are written out by date.

How long a card can stay valid, what fees it can carry and how to structure a bonus card are set out in the [guide to Black Friday for service businesses](/articles/black-friday-for-service-businesses).

## Bundles and gift guides for the shopper who has not decided

The federation's early December survey last year also measured indecision. Among shoppers with more than half their list left in early December, 33 percent said they were still trying to figure out what to buy, and 23 percent were waiting for family or friends to tell them. A bundle sold as one product, such as a starter kit, a sampler or a three piece set at one price, answers that question for them. So does a gift guide organized by who the gift is for and what it costs.

Online shoppers did trade up last season. Adobe found that the share of units sold from the most expensive goods rose 20 percent compared with the rest of the year, and it credited deals with pushing shoppers toward pricier items. Adobe did not measure bundles, but a bundle priced as a step up from a single item is built for that shopper.

A bundle needs its own product page on the website, with its own price and photo, and a place near the top of the collection a shopper lands on. How to choose and price bundles, and where gift guides sit in the store, is the subject of [merchandising an online store for Black Friday](/articles/black-friday-merchandising). Because a bundle is a single product, it also gives an ad campaign something specific to point to. Any ad for one has to clear review before the sale, which is why [the Black Friday ads strategy](/articles/black-friday-ads-strategy) moves approvals to mid November.

## Prepaid January bookings for service businesses

Retail data says little about a plumber or a dog groomer, and the gift budget is only part of what such a business can sell in December. The other part is its own calendar after the holidays. Prepaid January appointments and slow season packages fill weeks that would otherwise run quiet, and the same guide for service businesses explains when that offer beats a discount.

Past clients are the likeliest buyers, so the offer goes to them first, by email. Texts about it should stay within the frequency those clients agreed to; [how many texts to send and when](/articles/black-friday-sms-frequency) applies through the whole month.

## A local event in December, when half the list is left

Small Business Saturday, November 28, is the obvious date for a store with a front door, and [making the most of Small Business Saturday](/articles/small-business-saturday-ideas) covers it. The federation's numbers argue for a second date as well. In early December last year, the average shopper still had about half the list to buy, and the federation's estimate of planned shoppers for the Saturday before Christmas was the highest it had recorded.

A late shopping night, a gift wrapping table, a workshop or a joint evening with neighboring shops gives the undecided shopper a reason to come in and someone to ask for advice.

Paid ads can carry an event to people near the store. A local radius, a short campaign that starts a week out and an ad that names the date and the address fit an event better than a broad holiday sale ad, because the event only matters to people who can get there that evening. On the website, the event needs a page with the date, hours and parking, and the store's Google listing should show the same holiday hours. By text, send one reminder on the day, only to local subscribers who opted in.

## A GivingTuesday drive that collects goods

GivingTuesday, the Tuesday after Thanksgiving, falls on December 1 this year. The organization behind it estimated that Americans gave $4.0 billion on the day in 2025, up 13 percent, and that 38.1 million people took part.

The same estimates count 13.5 million people who donated goods on the day. A collection bin for coats, food or toys gives them a reason to walk into a store or a service business's front office. Announce the drive by email to the whole list and give it a page on the website that names the charity, what it needs and the day the bin goes to it.

## The week after Christmas

The last window opens on December 26, when returns and gift card redemptions bring in people who never chose the business themselves. What they find there, from the return page to the redemption path to the January calendar, is the subject of [January marketing ideas for small businesses](/articles/january-marketing-ideas).

Source: NRF: NRF forecasts 2026 holiday sales growth as consumers remain resilient (October 15, 2026)

The National Retail Federation forecasts that retail sales in November and December 2026 will grow 4.2 percent over 2025, to $1.013 trillion. Its count leaves out auto dealers, gas stations and restaurants. Accessed October 20, 2026.

Reference: https://nrf.com/media-center/press-releases/nrf-forecasts-2026-holiday-sales-growth-as-consumers-remain-resilient

Source: NRF: Affordability shapes winter holiday shopping, according to NRF Holiday Survey (October 20, 2026)

The federation's 2026 holiday survey of 8,094 adults, conducted by Prosper Insights & Analytics from October 1 to 7, supports the figures on early shopping, Thanksgiving weekend and wanted gifts. It found that 43 percent plan to start before November, half of them to spread out their budgets, that 64 percent are likely to wait until Thanksgiving weekend to do most of their shopping, and that gift cards (47 percent) lead clothing (44 percent) as the gift people most want. Accessed October 20, 2026.

Reference: https://nrf.com/media-center/press-releases/affordability-shapes-winter-holiday-shopping-according-to-nrf-holiday-survey

Source: NRF: Thanksgiving holiday weekend draws a record 203 million shoppers (December 2, 2025)

The federation counted a record 202.9 million shoppers from Thanksgiving Day through Cyber Monday 2025, with 129.5 million shopping in stores and 134.9 million online. Accessed October 20, 2026.

Reference: https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers

Source: NRF: A record 159 million consumers expected to shop on Super Saturday (December 15, 2025)

The federation's survey of 8,005 adults from December 1 to 10, 2025, found that shoppers had finished 51 percent of their holiday shopping, that 27 percent had bought gift cards, and that 70 percent planned to shop the week after Christmas, most often for sales (45 percent) and to use gift cards (26 percent). Among those with more than half their list left, 33 percent were unsure what to buy and 23 percent were waiting for family or friends to say what they wanted, and the federation estimated a record 158.9 million shoppers for the last Saturday before Christmas. Accessed October 20, 2026.

Reference: https://nrf.com/media-center/press-releases/a-record-159-million-consumers-expected-to-shop-on-super-saturday

Source: Adobe: U.S. holiday shopping season to hit record $275.1 billion online (September 28, 2026)

Adobe's 2026 forecast, based on its own analytics data, projects $275.1 billion in U.S. online spending from November 1 to December 31, up 6.7 percent, and $95.8 billion in October, up 8 percent. It expects Cyber Monday to remain the biggest day of the season at $15.1 billion, discounts of up to 30 percent in Cyber Week against up to 14 percent in early November and 10 to 15 percent in December, and 57.4 percent of online spending to come through mobile devices. Accessed October 20, 2026.

Reference: https://news.adobe.com/news/downloads/pdfs/2026/09/adi-holiday-forecast-release-9-26.pdf

Source: Adobe: Holiday shopping season drove a record $257.8 billion online (January 2026)

Adobe's results for the 2025 holiday season, released in January 2026, report that the share of units sold from the most expensive goods rose 20 percent compared with the rest of the year. They also report that one in seven online returns of the season came between December 26 and December 31. Accessed October 20, 2026.

Reference: https://news.adobe.com/news/downloads/pdfs/2026/01/010726-2025-holiday-shopping-season.pdf

Source: U.S. Census Bureau: Monthly Retail Trade, estimates of monthly retail and food services sales by kind of business, 1992 to present

Sun Locke's own comparison uses these Census Bureau estimates, not seasonally adjusted, and finds that December 2025 sales were about 1.59 times the January to October average at clothing stores, 1.60 at sporting goods, hobby, musical instrument and book stores, 1.37 at online and mail order retailers, 1.00 at restaurants and bars, and 1.20 across retail outside auto dealers and parts stores (1.07 in November). The estimates cover only businesses with paid employees, are not adjusted for price changes and are subject to revision. Accessed October 20, 2026.

Reference: https://www.census.gov/retail/mrts/www/mrtssales92-present.xlsx

Source: GivingTuesday: GivingTuesday 2025 results (December 3, 2025)

The GivingTuesday Data Commons estimates that Americans gave $4.0 billion on GivingTuesday 2025, up 13 percent from 2024, and that 38.1 million people took part, including 13.5 million who donated goods. Accessed October 20, 2026.

Reference: https://www.givingtuesday.org/blog/2025-results

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