It's late August. The holidays feel far away. But think back to last year: by the time you realized you needed a holiday post plan, you were already juggling orders, staff schedules, and inventory, and the posts you did share were rushed. The businesses that seem calm and polished during the holidays usually aren't more talented… they just planned in August.
Here's how to map out your holiday social media campaign now, while you still have time to think.
Step 1: List your key dates
Start with a calendar of the dates that matter to your business. Depending on what you sell, that might include:
- Halloween
- Small Business Saturday (the Saturday after Thanksgiving in the U.S.)
- Black Friday and Cyber Monday
- Giving Tuesday
- Hanukkah, Christmas, Kwanzaa, and New Year's
- Your own shipping cutoff dates
- Last day for in-store pickup
- Holiday hours and closures
Add local events too, like a downtown tree lighting or a holiday market you're part of. Then mark your busiest weeks. Those are the weeks you'll want posts ready in advance.
Step 2: Decide what you want to achieve
Holiday social media can serve different goals. Pick one or two:
- Sell more gift items or gift cards
- Fill appointment slots before year-end
- Get people into your physical store
- Grow your email list for January
- Thank loyal customers and build goodwill
Your goal shapes your offers and your posts. A salon trying to sell gift cards will post differently than a bakery trying to fill holiday pie orders.
Step 3: Plan your offers
Decide what you'll promote and when. Ideas that don't depend on deep discounts:
- Gift guides organized by price or by recipient
- Bundles of products that go well together
- Gift cards, which are great for last-minute shoppers
- Pre-orders for popular seasonal items
- A bonus with purchase, like a free add-on or gift wrapping
- Early access for followers or email subscribers
Write down each offer, its start and end dates, and any limits. Make sure your team knows the details before you post.
Step 4: Map content by phase
Think of the season in three phases:
Warm-up (October to early November): Tease what's coming. Share behind-the-scenes prep, new seasonal products, and helpful content like gift ideas or holiday planning tips. Encourage people to join your email list.
Peak (late November to mid December): Promote your offers clearly. Post gift guides, reminders about deadlines, and customer favorites. This is when you'll post most often.
Last minute and wrap-up (mid December to New Year's): Focus on gift cards, local pickup, and holiday hours. After the holidays, thank your customers and share what's coming in the new year.
Step 5: Create content in batches
Block a few sessions in September and October to create holiday content:
- Photo day: Shoot your products, gift bundles, decorated space, and team. Get both vertical shots for Stories and Reels and square shots for feed posts.
- Writing session: Draft captions for your key posts, including deadline reminders and offer announcements.
- Video session: Record a few short clips, like wrapping a gift, packing an order, or a quick tour.
Then schedule as much as you can ahead of time.
Step 6: Prepare for messages and comments
Holiday posts bring more questions. Save time by preparing:
- Saved replies for shipping deadlines, hours, returns, and gift cards
- An updated FAQ on your website
- Clear holiday hours on your profiles
Decide who will check messages each day during peak weeks.
Step 7: Plan for January
Don't let your audience disappear after the holidays. Plan a few January posts now: a thank-you, a "new year, new products" preview, or a helpful tip related to what you sell.
Example: a local bookstore
A neighborhood bookstore plans its season in August:
- October: Staff picks series, sign-ups for a holiday wish list program
- Small Business Saturday: Featured posts about shopping local, an in-store event
- December: Gift guides by reader type, gift card reminders, last day for special orders
- January: Thank-you post and a winter reading challenge
When December arrives, most posts are already scheduled, and the owner spends her time helping customers in the store.
Common mistakes to avoid
Starting too late. Many shoppers start looking well before December. Start your warm-up content early.
Only posting sales. Mix in helpful and festive content so your feed stays enjoyable.
Missing your own deadlines. Post shipping cutoffs several times. People miss them.
Overpromising. Only announce offers you can deliver on, especially for shipping times.
Going silent after the 25th. The week after the holidays can be a good time for gift card redemptions and returns that turn into new purchases.
Your planning checklist
- Key dates on the calendar
- One or two clear goals
- Offers with dates and details
- Content mapped by phase
- Batch creation sessions scheduled
- Saved replies ready
- January posts planned
Want a complete, repeatable plan?
Seasonal campaigns are easier when you have a solid process for planning, creating, and measuring content. Our Social Media Marketing for Small Business course gives you that process, with practical guidance on content calendars, offers, and tracking results.