The holiday shopping season presents a fantastic opportunity for businesses to connect with customers, build brand loyalty and boost sales. Not all industries, however, benefit from the same approach. While retailers can easily run festive promotions, service-based businesses, like legal firms, accounting services or automotive repairs, need to tailor their holiday marketing to fit their specific audience.
Successful holiday marketing requires understanding which holidays resonate with your customers and how to align your campaigns with the services or products you offer. You don’t want your business to seem disingenuous by using each holiday as a ploy to manipulate customers – you need to market your company in a way that aligns to the ethics and products/services you are selling, otherwise customers may turn away.
This guide breaks down those holidays that are most relevant to your industry and offers tailored marketing ideas to help you create effective and thoughtful campaigns. By aligning your business’s services with the right holidays, you’ll maximise your reach and ensure your holiday marketing resonates with your audience.
To assist with your overall holiday marketing strategy, check out our industry-specific guide to content creation.
Creating a winning holiday marketing strategy.
A successful holiday marketing strategy requires careful planning, creativity and a deep understanding of your target audience. Here are some key elements to consider:
- Define your goals: What do you want to achieve with your holiday marketing campaign? Whether it’s driving sales, increasing brand awareness or building customer loyalty, having clear goals will help you focus your efforts and measure success.
- Know your audience: Who are your target customers? Understanding their pain points, interests and behaviours will help you create messaging and offers that resonate with them. Tailor your small business marketing strategy to meet their needs.
- Choose the right channels: What marketing channels will you use to reach your audience? Consider email marketing, social media marketing, search engine optimisation (SEO), paid advertising, or a combination of channels. Choose channels that align with your goals and audience.
- Create engaging content: Develop content that is relevant, timely and engaging. Use storytelling, visuals and personalisation to make your content stand out. This will help you connect with potential customers and keep existing customers engaged.
- Offer incentives: Provide incentives to drive sales and conversions. This could include discounts, free shipping or exclusive offers. Make sure these incentives are appealing to your target market.
- Measure and optimise: Track your results and adjust your strategy as needed. Use data to inform your decisions and optimise your campaigns for better performance. This will help you refine your marketing strategies and achieve better results in future campaigns.
RELATED: Declutter and simplify your marketing strategy in 2024: A guide.
Professional services – accounting, legal, finance, engineering, real estate & architectural services.
Relevant holidays:
- Christmas: Offer financial consultations and legal advice related to end-of-year planning, taxes, and estate management.
- End of Financial Year (EOFY): A big season for accounting and finance, promoting services like tax planning, auditing or investment strategy.
- New Year: Focus on new beginnings, whether it’s personal financial planning, real estate goals or engineering and architectural projects for home or office renovations.
- Australia Day: Run campaigns highlighting community involvement, local real estate opportunities or showcasing architectural services that celebrate Australian design.
Professional services marketing ideas:
- Accounting & finance: Run a campaign focused on financial health check-ups ahead of the New Year or EOFY. Use Christmas as an opportunity to offer free or discounted financial consultations or year-end planning sessions.
- Legal services: Promote estate planning or legal reviews as meaningful holiday gifts for family security. Offer New Year discounts on services.
- Real estate & architectural services: Showcase homes or commercial properties as perfect ‘New year, new home’ opportunities. Use EOFY to promote investment properties or architectural projects that help clients make the most of tax deductions.
Automotive services – mechanics, panel beaters, electrical services, car wash, parts & accessories.
Relevant holidays:
- Christmas: Perfect for promoting gift cards, vehicle maintenance packages or holiday safety checks before road trips.
- Easter: As families plan getaways, focus on vehicle prep like tire checks, oil changes, or road-trip-ready packages.
- Mother’s Day/Father’s Day: Offer personalised gift certificates for car services, such as car detailing or tune-ups, as practical and thoughtful gifts for parents.
- Australia Day: Highlight vehicle preparation services for those planning Australia Day road trips, such as car washes or essential repairs.
Automotive services marketing ideas:
- Mechanic & electrical services: Promote pre-holiday vehicle inspections to ensure road safety for long-distance travel. Offer discounts on major vehicle services like brakes, tyre or battery replacements. Implementing these strategies can help earn loyal customers by ensuring their vehicles are holiday-ready.
- Panel beaters & car wash: Run seasonal promotions for car detailing or repairs to help customers keep their cars in pristine condition for family gatherings or road trips. Package deals can include a full-service wash paired with minor bodywork touch-ups.
- Vehicle parts & accessories: Highlight vehicle accessories as perfect Christmas gifts—roof racks for holiday road trips, dash cams for safety or car care kits for the DIY enthusiast.
Home services – plumbing, electrical contractors, painting, building, concreting, excavation, air conditioning & heating.
Relevant holidays:
- Christmas & New Year: Focus on home improvement projects as people prepare for holiday gatherings or look for New Year renovations.
- Australia Day: Promote services that prepare homes for outdoor events, such as plumbing, electrical work or concrete patio installations for barbecues and pool parties.
- Winter & summer seasonal promotions: Heating and cooling services are key for seasonal changes—highlight winter maintenance for heaters and summer servicing for air conditioners.
Home services marketing ideas:
- Plumbing & electrical contractors: Run pre-holiday offers on inspections or emergency services so homes are in perfect working order for large family gatherings. Utilise seasonal marketing to tailor promotions around specific holidays, meeting changing customer needs and boosting sales.
- Painting & building contractors: Offer discounted packages for holiday home makeovers. Focus on quick projects like repainting rooms, installing new floors or renovating outdoor areas for family events.
- Air conditioning & heating: Align promotions with seasonal needs. In summer, promote air conditioning tune-ups or upgrades. In winter, offer heating system check-ups or replacements to keep homes comfortable year-round.
- Concreting & excavation services: Encourage customers to prepare outdoor areas for gatherings with offers on patios, driveways and landscaping. Position these projects as perfect summer makeovers ahead of holiday parties or Australia Day barbecues.
Medical & wellness – dental, general practice, chiropractic, osteopathy, veterinary & pet services.
Relevant holidays:
- Mother’s Day/Father’s Day: Focus on pampering parents with wellness packages, dental care, or health check-ups that prioritise self-care and well-being.
- New Year: Promote health resolutions with discounted wellness check-ups, dental cleanings, or chiropractic adjustments to kick-start the year on a healthy note.
- Christmas: Offer gift vouchers for wellness services, encouraging customers to give the gift of health to loved ones.
- Easter: Highlight preventive health care, encouraging families to take care of their health as they enjoy holiday activities and family time.
Medical & wellness marketing ideas:
- Dental services: Create family dental packages for Mother or Father’s Day, emphasising the importance of healthy smiles. Offer cosmetic treatments like teeth whitening as gift ideas for Christmas or New Year celebrations.
- General practice & chiropractic/osteopathy: Run wellness-focused campaigns around New Year, encouraging customers to prioritise their health with check-ups, chiropractic alignments or preventive care packages. Use holidays like Mother’s Day to promote health as a thoughtful gift for parents.
- Veterinary & pet services: Promote holiday pet care for Easter or Christmas, such as pet grooming or boarding services while families travel. Offer wellness check-ups or special care packages for pet owners to ensure their pets are healthy during the holiday season.
Hospitality & accommodation – hotels, resorts, restaurants, bars & pubs.
Relevant holidays:
- Christmas & New Year: Promote festive dining experiences, New Year’s Eve parties and holiday getaways for hotels and resorts.
- Australia Day: Offer Australian-themed food and drink specials at bars, pubs and restaurants, while hotels can promote stay-cation packages.
- Valentine’s Day: Restaurants, bars and pubs can focus on romantic dinners, while hotels promote weekend retreats for couples.
- Easter: Offer family-friendly brunches, Easter egg hunts, giveaways and special Easter menus.
Hospitality & accommodation marketing ideas:
- Hotels & resorts: Run campaigns for Christmas and New Year that include festive meals, family activities and exclusive party packages for New Year’s Eve. Australia Day can feature BBQ events, themed poolside parties and special rates for extended weekend stays.
- Bars & pubs: For Australia Day, promote Australian beer and BBQ specials, live music or themed trivia nights. Offer special deals for New Year’s Eve, such as entry packages including drinks and food. Valentine’s Day can feature couples’ cocktail specials or live entertainment for a romantic atmosphere.
- Restaurants: For Christmas, offer festive menus for families and corporate groups. Promote New Year’s Eve dinners with set courses and midnight celebrations. Valentine’s Day should focus on romantic dining packages, featuring special menus and wine pairings. Easter can highlight family brunches or buffet deals with kid-friendly options.
Trades & contracting – cleaning, carpeting, glazing, security, excavation, etc.
Relevant holidays:
- Christmas & New Year: Promote pre and post-holiday cleaning services, home upgrades and security checks to prepare for holiday gatherings.
- Australia Day: Focus on home improvement services for outdoor gatherings, such as deck installations, patio construction or outdoor lighting.
- Spring/summer seasonal promotions: Seasonal campaigns around spring cleaning or preparing homes for summer events.
- Easter: Promote family-friendly home upgrades, outdoor preparation and maintenance services ahead of the holiday.
Trades & contracting marketing ideas:
- Cleaning services: Offer pre-holiday cleaning packages for homes getting ready to host guests or post-holiday deep cleans after New Year’s Eve parties. Promote spring-cleaning services to freshen up homes for the new season.
- Carpeting & glazing: Focus on holiday makeovers, offering discounted carpet cleaning or new flooring installations for Christmas. Promote window glazing services to keep homes cool in summer or warm in winter.
- Security services: Run campaigns highlighting the importance of home security ahead of major holidays like Christmas and Australia Day, when homes may be left unattended during vacations. Offer discounts on alarm systems or door/window security upgrades.
- Excavation & landscaping: Encourage outdoor home improvement projects such as landscaping, deck construction or pool preparation for summer holidays and Australia Day barbecues.
Beauty & personal care – hairdressing & beauty services.
Relevant holidays:
- Mother’s Day/Father’s Day: Focus on gift packages for pampering parents, including haircuts, spa treatments and grooming services.
- Valentine’s Day: Offer romantic packages for hair and beauty treatments, creating a memorable pampering experience for couples.
- Christmas: Highlight gift vouchers, holiday makeovers and party prep services like hairstyling, manicures and facials.
- New Year: Promote ‘New Year, new look’ campaigns, encouraging customers to start the year with a refreshed appearance through discounted styling and beauty packages.
Beauty & personal care marketing ideas:
- Mother’s Day/Father’s Day: Create special pampering packages that make the perfect gift for parents. These can include haircuts, grooming, facials and massages. Offer limited-time gift vouchers for these services.
- Valentine’s Day: Promote romantic couple’s spa or beauty treatments. Packages could include side-by-side facials, massages or hairstyling sessions. Offer themed promotions with discounts for couples.
- Christmas: Run holiday promotions for party-ready services, such as hairstyling, manicures and makeup. Create gift card options for beauty services for ‘stocking stuffers’. Bundle services together for a discounted rate and promote these as gifts for loved ones.
- New Year: Promote ‘New Year, new you’ packages, offering makeovers or styling sessions that encourage customers to start the year with confidence. Highlight beauty treatments that offer rejuvenation after the holiday season.
Retail & maintenance – tiling, carpet, vehicle accessories, etc.
Relevant holidays:
- Christmas: Promote holiday sales on home upgrades, vehicle accessories, and DIY kits that customers can give as gifts or use to refresh their space.
- End of Financial Year (EOFY): Focus on major discounts for home renovations and vehicle accessories, as customers take advantage of tax incentives or mid-year deals.
- Easter: Highlight spring-related upgrades, offering discounts on new flooring, tiles, or vehicle accessories as people prepare their homes or vehicles for the new season.
Retail & maintenance marketing ideas:
- Tiling & carpet services: Promote Christmas gift vouchers for home renovation or cleaning services. Offer pre-holiday discounts on carpet cleaning or new flooring installations so homes are guest-ready for gatherings. Run EOFY campaigns to encourage home makeovers with special deals on tiles, carpets, or installation services.
- Vehicle accessories: Run holiday campaigns highlighting accessories like roof racks for holiday trips, interior upgrades for new cars, or practical car kits as Christmas gifts. Offer discounts on practical items like floor mats or tech accessories for vehicles, bundling them as perfect gift options.
- Maintenance services: Provide seasonal promotions, such as spring cleaning or summer home prep. Focus on Easter and Christmas for deep-cleaning offers, tile repairs, or carpet upgrades as people prepare their homes for visitors or seasonal refreshes.
Real estate & property services – real estate agencies, property investment services, architectural services, etc.
Relevant holidays:
- Christmas & New Year: Highlight opportunities for new beginnings, whether it’s buying a new home or investment property or starting a new renovation project.
- End of Financial Year (EOFY): Encourage property investment as a way to maximise tax benefits. Promote architectural services for home improvements or business projects before the financial year ends.
- Valentine’s Day: Focus on promoting homes or properties as a perfect fit for couples looking to start a new chapter together.
- Mother’s Day/Father’s Day: Offer consultation discounts for home renovations or real estate services that help families improve their living situations.
Real estate & property services marketing ideas:
- Real estate services: Run Christmas and New Year campaigns encouraging people to ‘start fresh’ with a new home. Promote properties that align with holiday family gatherings or highlight homes perfect for entertaining. Create special holiday-themed open house events or digital home tours.
- Property investment services: Focus on EOFY as a key time to invest in properties for tax benefits. Use Christmas and New Year to highlight investment opportunities for people looking to make big moves in the upcoming year.
- Architectural services: Promote home improvement consultations as gifts for Mother or Father’s Day, helping families renovate or expand their homes. Offer discounts or packages for holiday-themed renovations, such as adding an entertainment space for Christmas or Australia Day barbecues.
Security and cleaning services – security doors & windows, cleaning contractors, products & services, etc.
Relevant holidays:
- Christmas & New Year: Promote home security services to protect properties during holiday vacations and offer cleaning services to help prepare homes for gatherings or post-holiday cleanups.
- Australia Day: Highlight outdoor security options and cleaning services to get homes ready for celebrations and gatherings.
- Spring/summer seasonal promotions: Focus on seasonal cleaning and maintenance to prepare homes and businesses for the warmer months, while promoting security upgrades to safeguard properties during the summer holiday period.
Security & cleaning services marketing ideas:
- Security services (doors, windows, equipment): Run campaigns that highlight the importance of home security during the holidays. Offer discounted security systems, door and window locks or smart device home security solutions. Promote security consultations ahead of major holidays to ensure properties are safe while owners are away.
- Cleaning services: Offer pre-Christmas deep cleaning services to prepare homes for guests and post-holiday cleaning to tidy up after New Year’s celebrations. Australia Day can focus on outdoor cleaning services for patios, BBQ areas and decks, while spring promotions should emphasise home and business refreshes with deep cleaning packages.
Freight, transport & automotive services – road freight, transport, vehicle parts & accessories.
Relevant holidays:
- Christmas & New Year: Focus on holiday shipping services for businesses and promote vehicle maintenance ahead of holiday travel.
- Easter: Promote safe vehicle prep and road trip essentials as families plan Easter getaways.
- Mother’s Day/ Father’s day: Offer gift ideas for car enthusiasts, such as vehicle accessories or service packages.
- Australia Day: Highlight transport and shipping solutions for businesses and special deals on vehicle parts and accessories for those preparing their cars for road trips or outdoor activities.
Freight, transport & automotive services marketing ideas:
- Freight & transport services: Run promotions around Christmas and New Year for businesses that need reliable shipping during the holiday rush. Offer special rates for bulk shipments and advertise extended hours to ensure timely deliveries. For Australia Day, highlight transport options for outdoor events or business logistics support during busy holiday weekends.
- Vehicle parts & accessories: Promote road trip essentials such as roof racks, bike carriers, or emergency roadside kits as ideal gifts for Christmas or Father’s Day. Offer discounts on seasonal accessories, such as floor mats and sunshades during the summer months, and winter-related products such as tyre chains or heaters.
Construction & engineering services – building contractors, excavation, earth-moving, engineering design, consulting services, etc.
Relevant holidays:
- Christmas & New Year: Focus on home and commercial renovations that people plan for the holiday season or as New Year projects.
- End of Financial Year (EOFY): Promote large-scale projects for businesses looking to complete renovations or new builds before the financial year ends.
- Australia Day: Offer services for outdoor construction projects like patios, pools, or decks, which are popular during summer gatherings.
- Spring/summer seasonal promotions: Highlight home improvement and outdoor projects, such as landscaping, excavation, and earthmoving, capitalising on the warmer weather.
Construction & engineering services marketing ideas:
- Building contractors & excavation services: Offer Christmas and New Year specials on home renovations, particularly in preparing outdoor spaces for holiday gatherings. For Australia Day, promote services related to outdoor construction, such as building patios, decks or garden features for barbecues and family events.
- Engineering design & consulting: Use EOFY to promote architectural design and large-scale renovation projects for both residential and commercial clients, focusing on energy efficiency or functional upgrades. Spring is an ideal time to market outdoor design projects or commercial space improvements.
RELATED: Examples of successful holiday marketing campaigns
SEO for holiday marketing.
SEO is a critical component of any holiday marketing strategy. Here are some tips to help you optimise your website and content for search engines:
- Keyword research: Conduct keyword research to identify relevant terms and phrases your target audience is searching for. Use tools like Google Keyword Planner or Ahrefs to find keywords with high search volume and low competition. This will help you attract more visitors to your business website.
- Optimise your website: Ensure your website is optimised for search engines by using keywords in your page titles, descriptions and headings. Use header tags (H1, H2, H3 etc.) to structure your content and make it easier to read. This will improve your search engine rankings and make your content more accessible.
- Create high-quality content: Develop high-quality, engaging content that provides value to your audience. Use a mix of evergreen and timely content to attract and retain visitors. This will help you build a loyal customer base and improve your search engine rankings.
- Use internal linking: Use internal linking to help search engines understand your website’s structure and content hierarchy. This will also help visitors navigate your site and find related content, improving their overall experience.
- Mobile-friendliness: Ensure your website is mobile-friendly and provides a good user experience on all devices. This is critical, as most holiday shoppers will be searching on their mobile devices. A mobile-friendly site will improve your search engine rankings and help you reach more potential customers.
RELATED: The why, when & how of updating your website content.
Measuring success and planning for the future.
Measuring the success of your holiday marketing campaign is crucial to understanding what worked and what didn’t. Here are some key metrics to track:
- Website traffic: Monitor website traffic to see how many visitors your campaign is driving. This will help you understand the reach of your marketing efforts.
- Conversion rates: Track conversion rates to see how many visitors are completing desired actions (e.g., making a purchase, filling out a form). This will help you evaluate the effectiveness of your marketing strategies.
- Revenue: Monitor revenue to see how much your campaign is generating in sales. This is a direct indicator of your campaign’s success.
- Return on ad spend (ROAS): Track ROAS to see how much revenue your campaign is generating compared to the cost of advertising. This will help you assess the efficiency of your marketing spend.
- Customer acquisition cost (CAC): Monitor CAC to see how much it costs to acquire a new customer. This will help you evaluate the cost-effectiveness of your marketing campaigns.
RELATED: The small business guide to Google Ads on a budget.
By tracking these metrics, you’ll be able to evaluate the success of your holiday marketing campaign and make informed decisions for future campaigns. This will help you refine your marketing strategies and achieve better results in the future.
