How To Plan for the Holidays as a Small Businesses Owner

The holiday season can feel like a marathon for small businesses. Sales spike, but so do costs — from marketing to last-minute shipping fees. And with “Christmas creep” pushing major retailers to launch sales earlier each year, it’s easy to feel like you’re already behind. According to a 2024 survey from Intuit, the holiday season drives roughly a third of annual revenue for many small businesses.

To ensure a successful holiday season, small business owners need to plan ahead. Experts recommend analyzing last year’s sales data, locking in inventory and staffing plans, and mapping out a marketing calendar well in advance. Planning inventory and marketing together is crucial to avoid promoting items that are already sold out. Stress-testing the fulfillment process by processing trial orders can help identify any weaknesses before the rush.

Testing the customer experience is also essential. Pressure-testing systems like website performance, shipping, and returns can help avoid costly hiccups later on. Walking through every part of the customer journey and flagging potential issues can ensure a smooth experience for shoppers.

Spreading out promotions throughout the season is another key strategy. Instead of blowing the entire budget in early December, businesses should consider structuring promotions in phases. Early teaser offers in November, peak-season discounts in mid-December, and clearance deals in January can help keep the business visible and cash flow steady.

Using storytelling to stand out is also crucial during the holiday season. Highlighting what makes the business unique, such as its mission, team, or craft, can help attract customers. Short-form videos on platforms like TikTok or Instagram can give the brand a human touch that sets it apart from major retailers.

Building in flexibility is important for successful holiday planning. Instead of committing to all inventory at once, businesses should have room to adjust supply orders based on real demand. Analyzing last year’s sales data can help determine what will sell quickly and what can wait.

By following these strategies, small businesses can set themselves up for a successful holiday season. Planning ahead, testing the customer experience, spreading out promotions, using storytelling, and building in flexibility are all key components of a strong holiday strategy.