October is GONE (pretty much) and the Holiday Season is IN. Friday is Halloween already, and even if you do not celebrate it, it marks the start of the end (of the year, not the world!)
This also means that, both as a business and as a consumer, you will have to start seeing (and preparing) a lot more holiday content.
Is it Too Late To Start Planning Your Holiday Content?
Low-key, yes. Most big businesses have already crafted their strategies, promotions, and content for the holidays, but that does not mean you can’t get started.
People are starting to feel the holiday spirit, and little by little, your audience is getting into shopping mode… and yes, this is the best moment to put yourself out there and show them what you’ve got!
You don’t need a massive production team or a two-month rollout plan to make an impact. What matters most right now is showing up intentionally.
Starting Holiday Content Game Plan NOW
Throwing together a last-minute strategy is about being smart, agile, and genuinely helpful. Your content should be immediate and actionable. Maybe create “Last-Minute Guides” or “Decorating Hacks for a Festive Home,” or even promote Ready-to-Ship Items—highlight products in your inventory that ship quickly or are available for instant download?
Regardless of whether you’re getting a late start, here’s what you can do:
1. Focus On Connection, Not Perfection.
Let’s be honest for a second: the holiday season is very stressful, even if you are not a business or marketer. People will get overwhelmed by ads and sales, and by the thought of having to figure out what to give to Aunt Carlotta, who is +80 and hates everything and everyone, quicker than you think. Your job here is not to try to outshine big brands or be another ad/promo people scroll past; you are here to show up as YOU: real, local, relatable, understanding, and trustworthy.
Polished, picture-perfect campaigns have their place, but audiences are craving real connection. Your “last-minute” status can be your greatest strength. Show the real hustle and bustle of your business, preparing for the holidays (just like every other human right now), or run a simple giveaway or contest asking customers to share photos of your product in their holiday setup. It builds community and provides authentic marketing materials.
Be relatable and human.
You don’t need a 25-day campaign: a few meaningful posts and a simple holiday message can still go a long way.
2. Repurpose & Refresh
Part of the benefits of not focusing on perfection is knowing that repurposing is an option: you are not starting from scratch! Look at your best-performing content from the past few months and give it a holiday twist: did a blog post about self-care do well? Repackage it as “A Holiday Self-Care Sanctuary: How to Unwind in a Busy Season. Was a particular product a hit? Create a new graphic showing it wrapped as a gift or styled for a holiday party.
Even your best-performing posts or content from last year’s holiday season can be a good option here: with a few updates (obviously, you are not to leave the “Happy New Year 2025” on New Year’s post for 2026, you get the gist), they can easily work again this season.
3. Use What Matters Most to Your Audience.
As much as the random Karens like to complain about the “Happy Holidays” messaging, not everyone celebrates Christmas. Regardless of whether your audience celebrates Christmas, Winter Solstice, Yule, Hanukkah, or any other holiday, one thing remains certain: everyone appreciates gratitude (which BTW, we have an upcoming article on gratitude coming out next week in a magazine, and we are SOOOOOOOOOOO excited about it!), warmth, and authenticity. Use this time to thank your clients, share your story, and highlight the people behind your business.
4. Don’t Forget the “Post-Holiday Content” Slot
Content opportunities don’t disappear on December 26th or January 2nd. Make sure you plan past that. Maybe a clearance or a “treat yourself” promo, as sometimes the best gift you get is the one you give to yourself. Appeal to those looking for a post-holiday deal or a little self-love.
One More Point: Consider the Current Climate
All the above said, you should also consider the current world climate when determining your content and campaigns. The world feels heavier these days: social, political, and environmental events all impact how people consume and engage online.
According to PwC’s 2025 Holiday Outlook survey, consumers expect their seasonal spending to decline by an average of 5% compared to last year, marking the first notable drop since 2020. Among the reasons cited are rising prices, new tariffs, and higher living costs. This does not mean discounts and promotions won’t matter this season, but it is an indicator that shoppers aren’t just searching for deals but for a sense of normalcy, value, and brands that “get” them.
The cuts to certain programs due to the government shutdown, along with the furloughs and the current state of the job market, could affect how much people are willing to spend during the holiday season, making your messaging review even more important. Sensitivity and awareness go a long way in standing out for the right reasons.
Before posting, ask yourself:
- Does this message still feel appropriate right now?
- Could it come across as tone-deaf or out of touch?
- Does it add value or bring warmth to someone’s feed?
You don’t need to avoid joy or celebration, even if the current social, economic, and political climate is not ideal; just make sure it feels grounded and considerate.
A minor tweak in tone—and a lot of kindness—can make your message feel more human and connected to what’s happening in the world.
