Why September is the Time to Start Planning Your Holiday Marketing

The holidays might feel far away, but for small businesses, September is the time to get ahead of the game. Your customers are already starting to think about holiday shopping, parties, and gift-giving, so if you want your business to be part of their plans, you need to start preparing now.

Here’s why early planning matters and how you can set yourself up for a strong holiday season.

1. Decide What You’re Promoting

The first step is figuring out your holiday offers. Ask yourself:

• Will you be selling gift cards?

• Are you offering special menus or products?

• Do you want to book more private parties or catering orders?

When you know what your focus will be, you can create a clear plan for how to promote it.

2. Gather the Marketing Assets You’ll Need

Great marketing takes preparation. In September, start booking what you’ll need so you’re not scrambling later:

• Photographers or designers to create holiday-ready images and flyers

• Check presenter inserts or table tents (for restaurants) to promote gift cards or parties

• Website updates to highlight holiday offerings

• Social media graphics and videos designed in advance

By doing this now, you’ll have polished, professional-looking materials ready to launch when the time comes.

3. Choose Your Communication Channels

Think about where and how you’ll reach your customers:

• Email campaigns to remind customers of your offers and deadlines

• Facebook and Instagram ads to target new customers

• In-store promotions with signage or flyers

• Website updates so holiday info is front and center

Mapping this out now ensures all of your promotions, online and offline, work together.

4. Stay Ahead of the Holiday Rush

If you wait until November, you’ll already be behind. Other businesses will be promoting their gift cards, catering, and parties, and customers may have already made their decisions.

By planning in September and preparing production in October, you’ll be ready to start promoting early October giving you more time to reach people before their calendars and wallets fill up.

The holidays are one of the busiest and most profitable times of the year for small businesses. But success doesn’t happen by accident. By using September to map out your offers, gather your assets, and plan your promotions, you’ll go into the season confident, prepared, and ready to maximize sales.

Don’t wait, start planning now, so your holiday marketing works for you this year.