Holiday Marketing Checklist: Must-Haves & Must-Dos for B2B and B2C Brands

Holiday Marketing Checklist: Must-Haves & Must-Dos for B2B and B2C Brands

As we head into late summer, it’s time to start thinking about our Q3 and Q4 marketing strategies. The holiday season is one of the most powerful sales and engagement windows of the year—but waiting too long to act can mean missed opportunities and underwhelming year-end KPIs, and an unnecessary hit to your bottom line.

By approaching the season with a well-timed, integrated campaign you can drive immediate results while building a foundation for ongoing engagement and even long-term loyalty. For B2B companies, it’s a prime window to capture budgets before year-end, position your solutions for upcoming fiscal planning, and strengthen relationships when decision-makers are mapping out next year’s priorities. For B2C brands, the holiday season represents one of the most concentrated spending periods of the year, with consumer purchase intent at its peak.

Whether you’re targeting consumers shopping for gifts or businesses planning for Q1, a strong holiday marketing strategy can set the tone for both revenue and relationships in the new year. Here’s your essential checklist of holiday marketing must-haves and must-dos to make the most of the season—no matter your audience.

Define Your Holiday Goals Early

Q4 holiday marketing accounts for up to 30% of annual retail sales—and the brands that plan early consistently outperform late starters in both conversions and ROI. The takeaway? Lock in your strategy now to protect your year-end KPIs and maximize your bottom line.

B2B:

• Are you aiming to fill your pipeline for Q1?
• Boost brand awareness ahead of budget planning?
• Strengthen client relationships with end-of-year appreciation?

B2C:

• Are you focused on increasing online sales, in-store traffic, or average order value—perhaps all three?
• Do you need to move specific inventory before year-end?
• Do you have certain geographic areas that are under performing and need to be supported?

Must-Do: Set SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals by early Q4 so your campaign messaging, creative, and budget align.

B2B:

• Include year-in-review highlights, client success stories, and holiday-themed thought leadership.
• Call-out key dates for lead-nurturing emails, direct mail, and social campaigns.

B2C:

• Map out flash sales, gift guides, last-shipping-date reminders, and post-holiday promos.
• Target key retail dates: Black Friday, Small Business Saturday, Cyber Monday, Super Saturday, and New Year’s Eve.

Must-Have: A centralized content calendar with deadlines for all channels—email, social, website, print, and paid media.

Refresh Your Creative Assets

Whether you’re sending an e-blast or a holiday postcard, your creative should reflect the season while staying true to your brand. Modest splashes of seasonal spirit can have a significant impact.

B2B:

• Design holiday-themed templates for email, proposals, and social media.
• Update product assets with a seasonal feel such as coziness or festiveness. Have alternatives for A/B testing.
• Invest in seasonal user generated content (UGC) for social and PPC campaigns.

B2C:

• Update web banners, product imagery, and packaging with festive flair.
• Consider “giftable” bundles or limited-edition holiday designs.

Launch a Targeted Email Campaign

According to Campaign Monitor, email marketing drives 20% of holiday website visits—and delivers one of the highest ROIs of any digital channel.

B2B:

• Segment by industry or role.
• Send holiday greetings, exclusive end-of-year offers, or VIP invites to webinars or events.

B2C:

• Promote holiday deals, countdowns, and abandoned cart reminders.
• Send “last chance to ship” alerts and “thank you” notes post-purchase.

Must-Have: A/B test subject lines and call-to-action (CTA) placement for optimal engagement.

Include a Print Touchpoint—Your Bottomline Will Thank You

With inboxes overflowing and digital fatigue setting in, print is your secret weapon for standing out this season. According to the Data & Marketing Association, direct mail has a response rate of 4.4%, compared to just 0.12% for email.

B2B:

• Send branded holiday cards, custom calendars, or a small appreciation gift.
• Include a PQR code linking to a video message or digital offer, and follow-up with both engaged and non-engaged and contacts to reinforce messaging.

B2C:

• Mail a holiday catalog, promo postcard, or personalized coupon.
• Add scannable links (QR or PQR) to drive online traffic or social engagement.

Must-Do: Send print mail early—especially if your audience includes corporate addresses with varied holiday schedules.

Optimize for Mobile & Social

According to Salesforce, 60% of holiday traffic comes from mobile devices, and social media referrals spike 41% during the holidays.

B2B:

• Share employee spotlights, community initiatives, and holiday office highlights.
• Use LinkedIn to post “thank you” notes or year-in-review recaps.

B2C:

• Run giveaways, influencer collabs, and UGC campaigns using festive hashtags.
• Use Instagram Reels, Stories, and TikTok for last-minute deals.

Must-Have: Clear CTAs, fast load times, and thumb-stopping visuals.

Say Thank You

Holidays are the perfect time to express gratitude—whether for a successful year, a loyal customer, or a long-standing partnership.

B2B:

• Send handwritten notes, client appreciation emails, or host a virtual holiday toast.
• Recognize employee achievements publicly.

B2C:

• Share year-end stats (ex., Together we donated $5K to local charities!).
• Reward loyalty with early access to New Year deals.

Must-Do: Make it personal, heartfelt, and brand-consistent.

Final Thought

Don’t think of holiday marketing as just a seasonal push—it’s a strategic touchpoint that can elevate your brand, reinforce loyalty, and drive results into the new year. Whether you’re selling software or sweaters, combining digital savvy with human connection is the real magic of the season.

Ai can be your strategic partner for all things print and digital this season. If you’re looking for custom print, trending promotional items, refreshed creative or packaging, data-driven direct mail campaigns with performance reporting, or omni-channel marketing, we can work with you to hit your goals. Let’s create something!