Plan your Christmas marketing

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It is time to get cracking with your ecommerce social media strategy.

1. Review last year

Did you run a campaign last year? If so, it is time to take a look at what happen and how successful it was.

  • What was your goal or goals? (drive traffic, create awareness etc.)
  • What channels did you use? (instagram, Facebook, Twitter...)
  • How successful were these channels against your goals?
  • Which channels performed the best?
  • Any key learnings?

2. Get planning

The most important key to planning is to understand what you want your campaign to achieve. Depending on your industry and what you are looking to sell, this could be different.

If you know what you want to achieve, then you can put things in place to measure success at the start.

These goals or KPIs don't need to be exact figures like sales. For some of you, it might be as simple as brand awareness or community building. If you are a product based business, it could be a clear focus on selling your top products as a perfect Christmas gift.

Non-sales based goals could include:

  • Gift guide promotion (building awareness of your products)
  • Wellness campaign for therapists (highlight your services)
  • Freeing up time (supporting people with PA services)


3. Timing & scheduling

Once you know what you want to achieve, you can start plotting this on a timeline.

If you're leaving your campaigns until December, then you're already too late. Everything comes down to timing and drip-feeding your audience in the run up to Christmas spending.

Whilst Christmas is the main goal, there are other useful dates in the run-up. These can be a good time to test your campaign and engagement rate, build your community and get some honest feedback.

UK dates include

  • Autumn Half Term: Oct/Nov
  • Halloween: 31 October
  • Black Friday: 29 November
  • Cyber Monday: 2 December
  • Small Business Saturday: 7 December
  • Christmas: 25 December
  • Boxing Day: 26 December
  • New Years Eve: 31 December

Using your own timeline against key national dates will help you to easily fill your content calendar for 3 months. Not all of these holidays will be right for your business - so don't jump on the bandwagon for the sake of it. Stick to those that you can really utilise.

As the build up to Christmas gets closers, don't be afraid to include your posting - gift ideas, shopping links, reviews.

4. Working with partners

If you're working with other brands, companies or influencers over this period don't forget to ask them about their availability. It's great planning your own time, but make sure this fits in with others who are supporting you as well.


Depending on the partnerships you're using, plan when it is best for them to promote your product and services. You might want influencers supporting the run-up to launch as well as the big launch day.

5. Logistics

If you're selling a product that needs shipping or posting, then make sure you add this into your plans. There is no point spending ad budget on your campaign if you've past this date.

Use this information as part of your content planning - "last post date" or "Useful Christmas posting dates" - this can help to drive a little more urgency with your audience too.

6. Get creative

Now the planning is completed, it is time to consider what your campaign is going to look like.

You'll want to ensure you are staying true to your brand, but the festive season gives you the opportunity to get a little more colourful and playful. Don't be afraid to experiment and work through some new ideas.

As a minimum, it is good to have:

  • Colour scheme/palette
  • Typography/font usage
  • Visual direction and photography

Always tie these ideas back to your original goals and KPIs. Are your creative ideas hitting the mark and will they achieve what you have set out to do?

Once you have got your creative ideas nailed, get a list together of what assets you're going to need to execute the campaign(s). For example:

  • New photography
  • Product videos
  • BTS footage
  • Platform graphics - headers, posts, stories, PDFs etc.
  • Templates

Make sure all those involved know exactly how you want your campaign to look.

7. Script, schedule & track

Once you have all this information together, the final part is scripting the content you want to go and getting it scheduled in, ahead of time.

There is likely to be a lot of content that needs to get produced, so you want to get going on this as early as possible. Especially if you're involving others such as designers, photographers or consultants.

Make sure all your activity is being tracked so you can measure its success. This will help you to tweak content over the period, ensuring that it is performing as well as it can.

Need additional support for planning your Christmas ecommerce? Get in touch.

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