The holiday shopping season is officially here, and across the country, millions of small business owners (SBOs) are, once again, gearing up for the chaos. For many, these final weeks of the year represent a golden opportunity to boost revenue, attract new customers, and forge connections with customers that extend into the new year.
Plus, with 2024 holiday spending expected to break records (despite fewer shopping days), the potential for small businesses to capture attention — and dollars — from holiday shoppers has never been more significant.
While consumers are more likely to see nationwide campaigns from major brands, savvy small business owners are also doing their part to cut through the noise and engage their audiences. To understand how they’re tackling the holidays this year, we connected with a diverse group of SBOs who shared insights into their seasonal marketing strategies. Their perspective reflects a dedication to community, personalization, and unique experiences — all essential ingredients for standing out this time of year. So, who better to guide us through the holiday hustle than the SBOs themselves?
Personalization and Thoughtful Touches
Small businesses shine when it comes to adding a personal touch, which can be a game-changer for customers. Simple things like stickers, gift wrapping, and handwritten notes can transform a one-time purchase into a lasting relationship.
Katie Groth, the artist behind Katie’s Collective, a Baltimore-based small business that specializes in handmade, textured art, emphasizes the importance of these thoughtful touches: “I really try to make my packaging personal and unique. That way, when they’re purchasing a product, it’s an experience as well.” Her holiday packaging includes themed thank-you cards and stickers that make each purchase feel special, leaving a lasting impression.
Raquel Acosta, a self-taught ceramicist who makes pottery and owns Glaze Me Pretty, highlights the impact of packaging in enhancing how customers engage with her brand. She notes that “beautiful, thoughtful, eco-conscious packaging with a personal touch, such as a handwritten thank you note, really elevates the shopping experience.” These little details not only delight customers but also create a deeper connection with the brand.
And let’s not forget about thanking loyal customers! Cecilia Reusch, founder of cross-generational mentoring non-profit Montage, plans to “use this season to thank those who have been active members of our brand’s community this year through surprise and delight strategies.” It’s all about showing appreciation and building a community that sticks around long after the holiday rush.
Doubling Down on Social Media and Email Marketing
When we asked small business owners to share their holiday marketing tips, social media and email topped the list. These tools are crucial for reaching holiday shoppers and building excitement around seasonal products — especially among younger audiences who prioritize unique, local finds. A recent survey shows that 68% of Gen Z consumers purchased through social media over the past year and love supporting local retailers (46% shop local small businesses once or twice a week!). Developing strategies that meet these shoppers where they are is key to engaging them this season.
For Indy Lau, who sells her hand-drawn, Asian-inspired art as Doodles by Indy, getting her customers involved through Instagram polls has been a game changer. She often asks, “What product of mine would you gift?” This approach drives engagement and gives her followers a say in her holiday lineup, fostering a sense of community.
Olivia Green from Crème de la Crop, the only handcrafted, plant-based ice cream business in Northern Virginia and Washington, D.C., also taps into social media and email to promote her seasonal flavors, like Pumpkin Patch and Candy Cane Lane. As she put it, “We love interacting with our customers on social media, especially with Instagram story polls.” These fun, interactive touches help build a loyal customer base that looks forward to new offerings year after year — Crème de la Crop’s enthusiasm for embracing seasonality adds to the excitement, making holiday offerings even more anticipated.
Reusch reminds us that standing out in a crowded market is critical: “There are plenty of ads, posts, and digital clutter that go on during the holidays. We stand out by thinking quality over quantity and relying on email marketing so we can be directly in their inboxes.” This approach makes sure their message hits home amidst all the holiday chaos.
Niche Products and Unique Experiences Help You Stand Out
Another great strategy we see is small businesses leaning into their niche products and unique offerings to create a memorable brand identity. For Shanya Love, the thoughtful sourcer behind vintage goods With Love Vintage, this involves focusing on vintage items with meaning. As she puts it, “I highlight the unique aspect of vintage items and the sentimental story behind pieces.”
The founder of SBJ Esntls, Jess Monzalvo, notes just how important the holiday season is for the brand, mainly because their skincare and self-care products are perfect for gifting. Her brand focuses on melanin-rich and sensitive skin, filling a gap in the market many overlook, and ensuring their community feels seen and valued. “To stand out during the holiday season, we focus on what makes SBJ Esntls unique: our mission, our ingredients, and our community…This gives us a distinct story that resonates with our customers, especially those seeking more inclusive, mindful skincare options.” Monzalvo’s approach underscores the importance of understanding and embracing customer needs, especially in today’s market.
Meanwhile, Lifebloom offers “Candle Bar” workshops where customers can create their own handcrafted candles — this adds an experience that larger retailers can’t provide. “These strategies help build trust and long-term loyalty,” says Lifebloom co-founder Eric Kaweesi. This level of attention to detail and authenticity is invaluable, particularly during the holiday season.
As the holiday season gets underway, small businesses are proving that creativity, personalization, and community-focused marketing are essential to success. By focusing on the thoughtful touches, leaning into their unique strengths, and leveraging social media and email marketing, they’re creating memorable holiday experiences that turn shoppers into long-term customers. It’s inspiring to see how these businesses are connecting with their communities and making the season truly special.
Erin Shea is the Senior Director and Head of North America Marketing at VistaPrint, the expert print partner to small businesses. Since joining Vista in 2009, Erin has held multiple positions across customer strategy, CRM, and marketing.
Erin’s commitment to small business runs deep. Growing up in an entrepreneurial household, Erin witnessed firsthand the realities of owning a business. This unique perspective enables Erin to help small businesses think big with accessible and effective marketing and design solutions.
