Don’t get caught unprepared for the holiday rush. Smart small businesses stay ahead of the chaos by preparing for the holidays well in advance.

This checklist was created to help small business owners successfully navigate the holiday season. From staffing and inventory management to marketing and customer service tips, we talked to small business owners just like you to learn how to make the most of the season. Plus, we’ve also included a holiday marketing plan you can use as a template to help.

Download the Holiday Preparation Checklist for Small Businesses.

Planning and Preparation

1. Shift to Proactive Planning

• Move from reactive to proactive planning to focus your attention ahead of time.
• Work at least a quarter ahead to execute plans smoothly instead of reacting to problems
• Start thinking about your busiest time of year well in advance.
• Forecast sales based on previous years’ growth and adjusting production accordingly.
• If you rely on suppliers, place orders early to ensure you get what you need.

2. Performance Analysis

• Audit your performance in previous years, identifying weaknesses, areas for growth, and strengths to build on.
• Use Google Analytics and similar tools to understand customer interactions and purchasing behaviours on your website.

3. Financial Planning

• Review your cash flow and budget to ensure you have additional capital for any changes or extra inventory.
• Consider diversifying your suppliers. Evaluate domestic options to reduce supply chain disruptions and consider third-party manufacturing and logistics.

4. Staffing and Scheduling

• Set your holiday schedule as soon as possible to accommodate employee holiday plans.
• Prepare for potential staff shortages due to illness or severe weather.
• Be realistic about everyone’s limits and hire extra staff or seasonal employees if needed.
• Check-in with employees, staff, and partners to ensure everyone’s voices are heard and needs are met.

Products and Customer Engagement

1. Seasonal Products and Atmosphere

• Have seasonal or holiday-specific products available to create anticipation and excitement.
• Make your space, either physical or virtual, inviting and cozy for the holiday season.

2. Customer Engagement

• Offer Gift Cards, both hard copies and digital gift cards.
• Offer curated gift bundles or gift bag products to boost sales.
• Ramp up holiday-themed posts and ads on social media.
• Offer loyalty programs to keep customers returning.

3. Customer Experience

• Optimize your website for a smooth, barrier-free experience, including mobile optimization and prioritizing customer service.
• Offer flexible options like future-dated orders and last-minute delivery.
• Maintain excellent customer service and quality control.
• Consider adjusting shipping strategies to offer more local and last-minute delivery options.

3. Inventory and Supplies

• Ensure you are well-stocked and prepared with inventory, packing supplies, and shipping supplies.
• Research the competition and industry trends to adjust your strategy as needed.

4. Logistics and Deadlines

• Keep a central calendar with key dates like shopping events and shipping cut-offs, aligning them with marketing plans and communications.
• Plan for potential delays and avoid last-minute expensive and risky expedited parcels.
• Stress test your website servers and upgrade performance if needed to handle increased traffic.

5. Personal Preparation

• Complete your own holiday shopping early to focus on your business during the holiday season.

Holiday Marketing Plan

Create a dedicated holiday marketing plan across multiple channels and deploy it early to attract and engage customers. Here’s a brief sample of a holiday marketing plan that you can use as a template to create your own:

Stage 1: Content Planning

• Market Research – analyze last year’s sales and market trends data
• Create a Marketing Calendar – with key shopping dates, campaigns, and your content plans
• Create holiday-themed blog posts
  • Gift guides – partner with other small businesses to cross-promote
  • Product features – highlight your best sellers and newest products
  • Holiday prep tips – share how you’re getting ready for the holiday season
• Email Marketing – send out “save the date” emails announcing upcoming holiday sales and events
• Social Media – post holiday-themed teasers and promos on social media channels
• Paid Advertising – launch targeted ads on Google, Facebook, and Instagram
• Collaborate with Influencers – partner with local influencers for product reviews or holiday giveaways

Stage 2: Driving Engagement and Sales

• Early Bird Specials – Offer discounts and sales for early shoppers, encouraging folks to get their holiday shopping done sooner rather than later
• Loyalty Programs – offer repeat and loyal customers early access or discounts
• Social Media Contests – run contests and giveaways partnering with other small businesses to increase engagement
• In-Store Events – host holiday-themed events such as hot cocoa bars or gift-wrapping stations.
• Thanksgiving, Black Friday, Cyber Monday Promotions – expect when you will receive the most shoppers or web traffic and be ready with special deals and offers

Stage 3 – Maximizing Last-Minute Sales

• Gift Card Promotions – Highlight the convenience of gift cards for last-minute shoppers.
• Email Urgency Campaigns – Send emails emphasizing limited-time offers, low stock warnings, and final “ship by” deadlines
• Free Shipping/Expedited Shipping – Promote free or expedited shipping options for last-minute shoppers.
• Thank You Campaigns – Send thank-you emails and offer post-holiday discounts to customers.

Small Business BC is Here to Help

SBBC is a non-profit resource centre for BC-based small businesses. Whatever your idea of success is, we’re here to provide holistic support and resources at every step of the journey. Check out our range of business webinars, on-demand E-Learning Education, our Talk to an Expert Advisories, or browse our business articles.