The Holiday Season Was a Hot Mess? Here's How to Never Let That Happen Again
- By Tim
If you’re here, chances are your holiday season didn’t go as planned. Maybe you had big dreams of raking in cash like it was falling from the sky, but instead, it felt like tumbleweeds were rolling through your online store. It’s okay. You’re not alone. And I’m here to help.
Let’s talk about why this happened and, more importantly, how to make sure it NEVER happens again. Spoiler alert: You need a plan, and you need to start now.
Step 1: Start Planning in January - Yes, Right Now
Think of your business like a bakery. You can’t wait until the morning of Christmas Eve to bake cookies for a 1,000-person order. The same logic applies here. The best businesses start planning for the holiday season as soon as the last one ends.
Here’s the mindset shift: The holiday season isn’t just an event—it’s a test of how prepared your business is year-round. If you’re scrambling in December, you’ve already lost the game.
Example:
Take Amazon (don’t roll your eyes, I know they’re huge). They don’t just flip a switch on Black Friday. Their holiday strategy is a well-oiled machine built months in advance. Their campaigns, inventory, and shipping logistics are ready to go. Your business doesn’t need to operate at their level, but the principle is the same: Prepare or perish.
Step 2: Build a Brand That Sticks
Here’s a hard truth: If your brand is forgettable, no one is going to choose you when the holiday chaos begins. You’ve got to build a brand that sticks in people’s minds like grandma’s famous apple pie recipe.
Your website: Is it polished, professional, and easy to navigate?
Your social media: Does it look cohesive, or does it scream “I threw this together at 2 a.m.”?
Your messaging: Are you clear about what makes your product awesome, or are you blending in with the noise?
Example:
Look at Apple. Every time you see their clean white background and that sleek product shot, you know it’s them. You don’t need their budget, but you need their clarity.
Step 3: Create a Sales Funnel (Because You're Not Amazon)
A lot of small businesses think, “If I just post enough, people will buy.” Spoiler: They won’t. You need a sales funnel—a clear path that takes someone from “Hmm, this looks interesting” to “Shut up and take my money!”
Here’s how to break it down:
Top of Funnel (TOFU): Awareness
Content like blogs, social media posts, or ads that introduce people to your brand. Think of it as a first date—don’t try to sell a $1,000 product right away.
Middle of Funnel (MOFU): Consideration
This is where you warm them up. Offer a free guide, a discount code, or a demo. Show them why they need your product.
Bottom of Funnel (BOFU): Decision
Time to close the deal. Retargeting ads, testimonials, and time-sensitive offers work wonders here.
Example:
Ever been stalked by ads after you leave something in your cart? That’s retargeting, and it works. You can do the same thing with tools like Facebook Ads or Google Ads.
Step 4: Email Marketing is Your Secret Weapon
Here’s the deal: If you’re not collecting email addresses, you’re leaving money on the table. Emails are like a direct line to people who already care about what you’re selling. And during the holiday season, your inbox is prime real estate.
What to do:
Start building your list now—add sign-up forms to your site, offer discounts for subscribing, or give away a freebie like “The Ultimate Holiday Gift Guide.”
Create a nurture series that slowly turns your email subscribers into raving fans.
Send regular updates, but don’t be annoying. If you’re spamming people every day, they’ll unsubscribe faster than a bad Netflix show.
Step 5: Influencers Are Your New Best Friends
Influencer marketing isn’t just for big brands. Micro-influencers (people with smaller but engaged audiences) are amazing at building trust and driving traffic.
How to do it:
Find influencers in your niche (fitness, beauty, home decor—whatever fits your business).
Offer them free products or commission-based deals.
Let them tell their authentic story about your product—it’s way more convincing than a banner ad.
Example:
A small skincare brand partnered with a yoga instructor who had just 10,000 followers. Her posts brought in over $5,000 in sales in a single weekend. Small audiences, big impact.
Step 6: Seasonal Campaigns—Because Holidays Aren't Just Christmas
Don’t wait until November to start promoting your products. The holidays are a year-round goldmine:
Valentine’s Day: Perfect for giftable products.
Mother’s Day: Market for families.
Back to School: Focus on parents.
Black Friday: Go big or go home.
Plan your promotions now so you’re not panicking when the time comes.
Step 7: Learn From This Year's Mess
Here’s a hard pill to swallow: If your holiday season was a disaster, it’s probably because you weren’t ready. That’s okay—use it as a learning experience.
Ask yourself:
What went wrong?
Was your website slow?
Did you have enough inventory?
Were your ads poorly targeted?
Real-Life Example:
One business I worked with had 100% more traffic during Black Friday but 50% fewer sales. Why? Their site crashed. We fixed it, optimized their load times, and next year their sales tripled.
Step 8: Get Help if You Need It
This is your reminder that you don’t have to do it alone. Hire help if you’re overwhelmed—whether that’s a freelance designer, an ad specialist, or someone to manage your social media.
Final Thoughts
The holidays aren’t magic—they’re strategy. If you’re tired of feeling like you’re drowning in December, the solution is simple: Plan ahead, execute well, and learn from the past.
Let’s make next year your best one yet.
Need help setting up your strategy? Drop me a message, and let’s make your holiday season a win.