The holidays are a magical time, full of excitement, family, and festivity. But for businesses, the holiday season can also bring its own stresses, especially when it comes to marketing. Between crafting the perfect message, managing holiday promotions, and standing out in an oversaturated market, there’s a lot of marketing mistakes that can go wrong during the holidays. Don’t worry—that’s why we’ve written this!.
Our goal is to support you in avoiding these common holiday marketing mistakes without giving yourself a marketing-induced headache.
Marketing Mistakes #1: Overloading Your Audience with Promotions
While the holidays are prime time for sales, one of the biggest mistakes businesses make is overloading their audience with too many promotions. Sending constant emails or social posts that scream “BUY NOW!” might seem like a good way to drive urgency, but it can actually backfire. When your audience is bombarded with non-stop deals and discounts, they start to feel overwhelmed or, worse, tune out completely.
The holiday season is noisy, with countless brands vying for attention, so instead of just pushing out deals, focus on providing value. Yes, people want to find great discounts, but they also want meaningful interactions with the brands they love.
Pro tip: Strike a balance by mixing promotional content with engaging, valuable content. For example, share holiday gift guides, DIY ideas, or even feel-good stories that align with the season. This shows that you’re more than just about selling—you care about your audience’s experience.
Why it matters: Over-promotion can lead to email fatigue, where customers either ignore your messages or, worse, unsubscribe from your list. The key is to keep them engaged without overwhelming them.
Marketing Mistakes #2: Ignoring Segmentation and Personalization
Imagine giving every single person on your holiday list the exact same gift. Awkward, right? The same concept applies to marketing. One-size-fits-all messaging is a major missed opportunity during the holidays. Your customers have different needs, interests, and shopping habits, and your holiday marketing should reflect that.
Sending generic messages may save time, but it’s impersonal and doesn’t create the kind of meaningful connection that builds customer loyalty. During a time when people are flooded with emails and advertisements, personalization can be the key to standing out.
Pro tip: Use data to segment your audience into different groups. Create groups based on their past purchases, browsing behavior, or even how often they interact with your brand. Then, build targeted campaigns that speak directly to each group’s needs. For instance, send your top customers early access to holiday sales, or recommend specific products based on previous purchases.
Why it matters: Personalized marketing not only boosts engagement but also drives sales. Studies show that personalized emails lead to six times more sales than generic ones, and customers are more likely to respond to brands that make them feel understood.
Marketing Mistakes #3: Overly Generic Messaging
Yes, “Happy Holidays” is a nice sentiment, but it’s also the most overused phrase this season. While it’s important to be inclusive and considerate of all holiday traditions, going too generic can make your brand just like everyone else. The holiday season is a prime time to let your brand’s personality shine, so don’t waste the opportunity with bland, cookie-cutter messaging.
People are drawn to brands that feel authentic and relatable. So instead of sticking to overly safe and generic holiday greetings, infuse your messaging with your unique brand voice.
Pro tip: If your brand is known for being quirky, fun, or playful, reflect that in your holiday messaging. Celebrate Festivus, or deck the halls with… tacos? If your brand is more on the sophisticated side, find ways to communicate that elegance through your holiday themes. Let your audience know how they can “elevate their holiday gatherings” with your products or services, for example. Think outside the “Happy Holidays” box—create your own fun tagline or slogan that ties into the festive season while staying true to your brand’s core identity.
And if your brand isn’t a “holiday special”, feel free to talk about a holiday discount for the next time your service or product becomes relevant.
Why it matters: Customers are more likely to remember and engage with brands that offer something different, whether that’s through humor, storytelling, or a personal touch.
Marketing Mistakes #4: Neglecting Mobile Optimization
Holiday shopping habits have drastically changed over the past decade, with more people shopping from their phones than ever before. In fact, in 2024, mobile shopping is expected to account for more than half of e-commerce sales during the holidays. If your website, emails, or ads aren’t mobile-friendly, you’re essentially turning away half your potential holiday customers online.
Slow-loading websites, hard-to-read text, or clunky navigation can drive mobile shoppers away fast. If someone is trying to make a quick purchase or browse through your holiday offerings, and your site isn’t up to speed, they’ll head elsewhere—likely to a competitor with a more mobile-optimized experience.
Pro tip: Ensure that your website is optimized for mobile by using responsive design, meaning your site adjusts perfectly to fit any screen size. Test your pages on different devices to ensure everything looks good and functions properly. Additionally, optimize images and ensure fast load times—no one has time for a slow site, especially during the busy holiday season.
Why it matters: Mobile commerce is a powerhouse, and if you’re not making it easy for customers to shop via their phones, you’re losing out on a massive opportunity. An optimized mobile experience can lead to higher conversions and a smoother, more enjoyable user journey.
Marketing Mistakes #5: Neglecting Customer Service and Support
The holiday season is hectic, not just for businesses but for customers too. From gift-buying stress to shipping delays, this time of year comes with its fair share of challenges. One area you cannot afford to drop the ball on is customer service. Shoppers expect quick responses, easy resolutions—especially if they’re purchasing gifts or time-sensitive products.
Long wait times, delayed responses, or customer service that feels like “customer disservice” can turn a festive shopper into a frustrated one. This frustration can easily lead to negative reviews, social media rants, or lost business.
Pro tip: Beef up your customer service team during the holiday rush. Offer multiple channels for customers to reach you—live chat, email, phone, and social media. Train your support team to handle issues quickly and efficiently, and ensure they’re prepared to offer solutions like expedited shipping, gift-wrapping, or easy returns.
Why it matters: Holiday shoppers don’t just remember what they bought, but how they were treated during the process. Excellent customer service builds loyalty and goodwill, turning holiday shoppers into repeat customers for the rest of the year.
Resist Using Cliché Holiday Imagery or Gimmicks
Snowflakes, Santas, and twinkling lights are festive, but they can also be overused. If your holiday marketing looks like everyone else’s, you’re missing a chance to stand out. It’s tempting to use familiar holiday visuals, but a little creativity can go a long way in setting your brand apart.
Pro tip: Be intentional about your visuals. Instead of defaulting to the same old holiday icons, think about what makes your brand special and how you can weave that into your seasonal marketing. Whether it’s through unexpected color palettes, custom illustrations, or non-traditional themes, find a way to put your own spin on holiday cheer. (May we mention “Deck the Halls with Tacos” again?)
Why it matters: Strong, original visuals catch people’s attention and differentiate your brand from the endless sea of holiday marketing. Your goal is to create something memorable, not something that gets lost in the noise.
Don’t Underestimate Email Frequency Management
The holidays bring a flood of marketing emails, and inboxes get cluttered fast. This is why it’s essential to manage your email frequency carefully. Send too few emails, and customers might forget about you. Send too many, and they’ll feel spammed and look for the dreaded unsubscribe button instead of your amazing deal.
Your email marketing should be strategic, with a well-planned cadence that keeps your brand top of mind without overwhelming your audience.
Pro tip: Pay close attention to your email open rates, click-through rates, and unsubscribe numbers. Adjust your email schedule based on your audience’s engagement. Segment your list and consider sending different frequencies to different groups—some customers may appreciate more frequent updates, while others prefer fewer messages.
Why it matters: Finding the right email balance ensures that your customers stay engaged without feeling bombarded. The goal is to stay relevant without being intrusive.
Keep Your Holiday Marketing Jolly by Avoiding These Common Mistakes
The holiday season is packed with both opportunity and competition, and making a few simple adjustments to your marketing can help you rise above the noise. Avoid these common holiday marketing mistakes and you’ll keep your customers happy and your business thriving. Need help crafting the perfect holiday marketing strategy? Reach out to our skilled team at GreenCup Digital—we’ve got the expertise to help your brand shine all season long!
