Planning for Christmas: Holiday Sales Strategy

Planning for Christmas: Holiday Sales Strategy

If you’re a business owner, you should’ve already starting planning your sales strategy for Christmas. Yes, Christmas is still a few months away, however, in the world of marketing and advertising, the holiday season started since July. Businesses like yours have been drawing up sales strategies for garnering new customers, re-engaging old ones and ultimately selling more.

So, the question is: “Are you ready“?

While the brand managers and business development specialists are primarily thinking about raising awareness and driving sales, your tasks are much more complex. The holiday period generally comes with a frenzy, so amongst other things, you want to make sure:

  • You’re well positioned to take your share of the huge spending that will be done during the period
  • You’re able to successfully cater to your customers – your order fulfilment process needs to be able to handle the strain
  • You’re able to reel in new customers, while pampering the old ones
  • Your staff need to be prepared and equipped – they will probably have to work overtime in that period
  • You have a decorating theme – for your offices, shops, online etc.
  • You are prepared!

The first step for holiday season preparations is drawing up a holiday sales strategy. You need to have a plan in place before you set out. This plan will help guide your decision-making process and subsequently, ease the day-to-day hustle of the holiday season.

Things to consider when drawing up a sales strategy for this holiday season

1. What worked last year might not work this year

Customers have the tendency to change their minds for no discernible reason at all. Trends may change too. A few years ago, a promotion to give away free selfie sticks as a way to get people to buy more mobile phones may have been a great idea. However, now, with wide-angle selfie cameras, that promotion may not be so popular. Does this mean you should bin your old strategy completely? No. Your old strategy is alway a good place to start building your new one; see what worked before and can still be useful, reimagine some other aspects of your old strategy and so on. Check out new trends – see what’s hot in your industry, what’s not and what your target audience is saying. It’s always a good place to start.


2. Think of new promotions

Even if you have standard promotions that you run every year, which your customers have come to expect, you want to add something new every now and then to spice it up. You want to be consistent but not predictable. 

Being consistent can work for you such that if your customers expect a certain add-on service in the holiday season, you are sure to deliver. However, if you provide the same service, in the same way every year, you can become predictable. Being predictable can make you an easy target for your competitors – and you don’t want that, do you?

Think of something new. Think of a new way to delight your customers. Everyone likes a (good) surprise .

3. Draw up a schedule and budget

Yes, Running your business in the holiday season is a project and should be managed as one. Do not kick off without putting down how much you plan to spend and how you plan to spend it. The worst thing you can do to yourself is ‘freestyle‘ your Christmas spending. You’ll probably end up spending too much and be in for a rude awakening come January.

Put down how much you can afford to spend on advertising, promotions, overtime, bill excesses, etc. Have dates when you’ll roll out your new holiday promos, adverts and such. Update your website and social media accounts. Organise and prep your staff. Check out 12 Days of Christmas.

4. Advertising: Create, Test, Measure

Although Christmas adverts kick off in November, now is the time to make sure they’re perfect. 

Therefore, start now to talk to consultants, your in-house advertising/media team and everyone involved in driving sales. Gather focus groups to test your adverts, if you can. This way, you have a fair idea how your customers will feel upon seeing your new adverts. Continually revise the adverts till it’s perfect. Also, set up your success metrics. You want to know for sure if your adverts were successful or not.



Well, that’s our lot. There’s probably a few other things you could do to ensure you’re all set for the holiday season, but the tips mentioned here are a good place to start.

If you’d like help with the digital aspects of your sales strategy, please feel free to get in touch with us. Between our social media marketing and our website optimisation services, there so much we can offer to help take your holiday promotions to the next level.


Happy Holidays in advance!