Believe it or not, the holiday season is upon us! Competition is fierce and everyone’s trying to grab attention, but how do you cut through the noise? Here are five ways to make your mark this holiday season.

1. Rethink Your Promotions

When you’re competing against big-name brands, they’ll always have the upper hand on pricing. It’s just not realistic for small businesses to slash prices when your margins are already tight, and 15% off might not be enough to get people through your doors.

For retailers: Instead of going head to head with national brands in the discount game, try offering more tangible rewards for shopping locally. Stock up on small, bulk items to hand out as free gifts to kids and new customers. Offer complimentary gift wrapping for orders above a certain amount. Or amp up your loyalty program rewards for the holiday season only (psst: your frequent shoppers will love you for this).

For service-based businesses: Think beyond your usual promotions. Already offer free consultations? Throw in a small gift when new customers sign on. Alternatively try boosting your referral rewards! Your current customers will feel appreciated and they’ll help you find new, highly qualified leads. It’s a win-win!

2. Lean into the Magic of the Season

We get it. Investing in holiday-specific designs and messaging feels like a big expense when your marketing budget is already stretched thin. But here’s the reality: customers respond to the energy you give them. If you’re excited about holiday shopping, they will be too.

For retailers: We can’t forget the reason for the season: children. They’re an integral part of the holiday ecosystem, and stressed-out parents often have to bring them along on marathon errand runs. Imagine positioning your business as a hotspot for holiday cheer. Which store do you think parents want to shop at – the one their kids are begging to leave, or the one they can’t get enough of? The answer is clear.

For service-based businesses: Even if you don’t have a storefront to decorate, you can still add some holiday magic into your daily communications. A little festive music or holiday-themed touches can transform a routine appointment into something special. When you bring the holiday spirit to your services, you’re creating a memorable experience that keeps clients coming back.

3. Don’t Compete with the Calendar

The minute November hits, everyone’s schedules explode with holiday parties, celebrations, and commitments. Hosting an event for your business might sound like a great way to attract customers and spread goodwill, but you’ll likely find attendance lacking. The last thing busy families need is another obligation.

Rather than taking time from customers, try giving time back. Offer streamlined services and pre-made packages. If you sell products, put together gift bundles that are pre-wrapped and ready for giving. If you sell services, help customers think ahead and see how your services benefit them rather than add to their already overwhelming schedules.

4. Try New Things!

Hopefully you have a clearly defined strategy that guides your marketing spend (if not, let’s talk!), but the holiday season changes everything. Customers are suddenly searching on different channels and they’re actively buying rather than just browsing. This is your chance to try something new and tap into customers you don’t normally reach.

Take this scenario for example: Let’s say you sell skincare. Typically your audience is women who are selective about what they buy, so the journey from “just looking” to “ready to buy” is pretty long. But when the holidays roll around, you might see an influx of men shopping your catalog for gifts. These shoppers often have a much lower barrier to purchase. You could sell a guy on your new face cream, who gives it to his girlfriend, who loves it and becomes a loyal customer. Boom – you just gained two new customers: the woman who fell in love with your product and the man who just found his go-to gift for every occasion.

P.S. This principle applies to service based companies too! Consider selling one-month trials if you offer subscriptions or selling gift cards for one-time services to draw in new customers.

5. Share the Wealth

Letting go of your hard-earned holiday money might sound counterintuitive, but giving is at the heart of this season. Not to put a capitalistic spin on charity, but giving back could actually be great for your business. When everyone thrives, we’re all better for it.

Customers value companies that give back. The holidays are financially stressful for everyone, but if customers know their purchase also benefits a good cause, it might ease some of that stress. Plus, sponsoring charity events or hosting a toy drive could increase awareness of your business and introduce you to new audiences. At the end of the day, what goes around comes around. Make sure the karma you’re putting out there is the good kind.

The holiday rush can feel overwhelming, but with the right strategy, you can stand out and connect with customers in meaningful ways. Pick one or two ideas from this list and run with them. You’ve got this! Or step by our office and we can work together to make sure your business SHINES this holiday season.