Black Friday and Cyber Monday are two of the biggest shopping days of the year, but they can feel intimidating for small businesses. How can you stand out when big-box retailers are slashing prices, inboxes are overflowing and social feeds are packed with promos? Here’s the good news: you don’t need a massive marketing budget to win customers this holiday season. With a bit of planning and some creative ways to stand out, your small business can compete and finish the year strong.
Here are eight useful tips and strategies to help you get ahead this holiday season:
1. Start Early with Your Promotions
Don’t wait until Thanksgiving week to tell customers what you’re offering. Build anticipation with teaser posts, early-bird email campaigns and social media countdowns. Give your loyal customers first access to deals and encourage them to share with friends.
Photo: Cici Colbert, Founder and CEO of Alla Herbs
Cici Colbert, Founder and CEO of Alla Herbs, is doing just that. “I’m literally getting my planning in order for holiday shopping now,” she said. “I’m putting together some self-care and wellness gift sets and offering an option to purchase an eucalyptus shower bundle subscription as a gift with a 20% off promo.”
Planning ahead, like Cici does, sets you up for a stronger holiday season. It not only increases your chances of driving more sales, but also helps your team navigate the rush with less stress. With a clear plan in place, you can focus on higher-quality marketing and sales efforts that truly help you stand out from the competition.
2. Focus on What Makes You Unique
You may not beat big-box stores on price, but you can win on quality, originality and story. Highlight what makes your products special—whether it’s handmade craftsmanship, locally sourced materials or a mission that gives back to the community. People love to support businesses they connect with emotionally.
3. Optimize Your Website and Checkout Experience
If you sell online, make sure your website is ready for increased traffic. Test your checkout process to remove friction. Fewer clicks, faster load times and multiple payment options mean fewer abandoned carts. And don’t overlook your product pages: high-quality photos with multiple angles help shoppers visualize exactly what they’re getting, which builds trust and boosts conversions.
4. Offer Limited-Time or Exclusive Deals
Scarcity drives action. Consider offering early-access specials for the first 20 customers, free gifts with purchase or one-day-only bundles. For Cyber Monday, think about digital exclusives like free shipping, a special discount code or a new product drop.
5. Leverage Social Media and Email Marketing
Your social platforms and email list are powerful, low-cost ways to drive traffic. Share behind-the-scenes content, post customer testimonials and use engaging visuals to show off your products. Schedule posts and emails ahead of time so you can focus on fulfilling orders during the rush.
If you’re setting up your email marketing efforts for the first time, platforms like Klaviyo, MailChimp and HubSpot are great places to start. To learn how to build and grow your email list, this guide can help you get up and running.
6. Partner with Other Local Businesses
Collaboration is a practical way to expand your reach, especially for brands with limited budgets. Partnering with nearby or complementary businesses can amplify visibility through joint efforts.
When audiences or values align—think wellness and lifestyle, food and home goods or fashion and accessories or even real estate and home concierge services—social media becomes a powerful, low-cost way to collaborate. Sharing social media audiences allows both brands to boost engagement and visibility without doubling the effort.
Here are two simple ways to activate that collaboration online:
- Cross-Promotional Giveaways – Team up on a bundled giveaway (e.g., skincare + candles, coffee + mugs). Each brand posts and encourages followers to follow both accounts, tag friends and share.
- Complimentary Product Bundles – Offer limited-time bundles or discounts when both products are purchased together. Promote through coordinated posts and stories with clear calls to action.
7. Prepare Your Inventory and Team
Make sure you have enough stock of your bestsellers and a plan for quick restocking if items sell out. If you have a team, review roles and responsibilities so everyone knows what to expect during peak hours.
8. Don’t Forget About Post-Sale Engagement
The holiday rush is a great time to build lasting customer relationships. Include thank-you notes, request reviews and invite customers to follow you on social media. A positive experience now can lead to repeat sales in the new year.
Bonus Tip to Maximize December Revenue
To maximize December gift-shopping revenue, consider offering last-minute digital gift cards, especially for shoppers who are short on time or unsure what to buy. Most ecommerce platforms make it easy to create gift cards in various amounts and set up a dedicated product page. It’s a quick, low-effort way to capture sales from last-minute browsers and keep your store top of mind.
Plan early and set goals
Now that you know all the tips you need, start by getting clear on your goals. Whether you’re aiming to boost sales, grow your audience or tap into a new market, the key is to set goals that are both specific and doable. Once you’ve got that clarity, everything else starts to click.
From there, it’s all about building a strategy that works—and that starts with omnichannel selling. Meeting customers where they already shop (in-store, online or on social) is essential. Skip it, and you risk missing out. But with accessible e-commerce platforms and social media tools, it’s easier than ever to run an omnichannel business.
As you plan and launch your holiday season strategy, it helps to have a solid resource to guide you—and this free holiday planning guide is built to give you confidence every step of the way.
Want to connect with fellow entrepreneurs who are going all in this peak season? Join us at one of our upcoming events. We’d love to support you and cheer you on!
