How to use holidays to enhance your marketing

June 29, 2017

With 4th of July coming up I wanted to take a look at how you can use holidays in your marketing strategy to help drive business goals. Holidays are a great way to tap into the popularity of what people are talking about. It’s kind of like when you see something trending or going viral and then you see brands including that viral thing in their email or social media posts. If a lot of people are already talking about a subject, it is a great opportunity to quickly create some relevant content and join the conversation!

How to use holidays to enhance your marketing

Plan Ahead – Prep and Timing is Key

I encourage you to take a look at the calendar and mark upcoming holidays in your content and marketing calendar. Planning ahead and staying organized is crucial when it comes to holiday marketing! The more time you give yourself to plan and create quality content, the better. It really sucks to be scrambling before a holiday, trying to throw something relevant together. More often than not, it ends up being a waste of time because you’re not going to see the positive increase in traffic because you haven’t put out a quality product. Plus, you don’t want holiday marketing to get in the way of you enjoying some time off with friends and family! Hustlers need holidays too.

Make it Relevant – Relate the Holiday to Your Business

There is nothing worse than when brands send out holiday communications without relating them back to their business! What is the point of sending out a “Happy 4th of July…Check Out Our [insert product here].” It feels really impersonal and will not win you any followers or customers. If you have products that directly relate to the occasion, like a baby clothing store that is promoting their Abe Lincoln or Obama onesies for President’s Day, then that’s simple and straight forward. But what if you’re a skincare brand trying to send out a Halloween post? Well you could include messaging about the 3 products you need to bring your skin back to life (get it…zombies) after all that Halloween makeup. It’s let’s you join the holiday conversation, while directly promoting your products. Another example is this post your reading right now! I sell a service (helping hustlers succeed), so how do I get in on the conversation? I write a post about how business owners can take advantage of holidays in their marketing, see what I did there?

Get Pretty – Image Based Holiday Marketing

Pinterest and Instagram have made images and visuals a really important part of holiday marketing. If you open up your Pinterest feed in the next couple of days, I can almost guarantee that a decent portion of it will be dedicated to red white and blue crafts, recipes, and decorations. This means that the faster you can create not only written but visual content to get up on social media ahead of a holiday, the better. Pinterest is a huge web traffic driver, so put together a really unique DIY or how-to, take some high quality photos and get those things online! I guarantee you’ll see a bump in followers, engagement, or traffic (depending on your goals) just due to people looking at hashtags related to that upcoming holiday. And what’s even better is if you can create evergreen holiday content! That means you can but out that content, tweak and update it a little bit, and push it out around that holiday for years to come.

Holiday marketing is a great way to get your brand/product/business in front of people who may not know who you are. It’s a fantastic way to expose your company to new potential clients and customers. And best of all, it’s a chance to have fun and be really creative with your marketing! So I challenge you to choose an upcoming holiday and make a plan for how to take advantage of it in your marketing strategy.

How do you use holidays to promote your product or business?

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  • Reply Ricardo Ramos June 29, 2017 at 6:57 pm

    Users and companies have been changing their behavior/strategies towards mobile apps and social media, in prejudice of websites.

    Social media is becoming increasingly important (some companies are not even bothering to build a website). Today, nearly 80% of business have a dedicated team, social media is now a standard operating procedure.

    Sports stars, like Lionel Messi, Kobe Bryant and Cristiano Ronaldo, have left websites almost completely and are engaging with their fans via Instagram, Facebook and Twitter. The website they own is not devoted to the player itself or to sell products, but as a place to promote their social media profiles.

    An interesting example is has as its only function to connect to their various social media profiles. And there are other examples of brands that only exist solely on social media.

    There are more than one million apps in major app stores, something like an app for any circumstance in our life. In the scientific literature, there are evidences that users prefer to use Mobile Applications instead of web browsing, and stores which have an app have more chances of selling their products than those who do not (Kang, Mun, & Johnson, 2015).

    This evidence suggests a change in users’ behavior and companies’ strategy towards Websites, influenced by the increasing use of Social Media and Mobile Apps.

    As an expert, what do you think about this?
    Why do you think users are changing their behavior?
    Can you imagine this a problem to the future of websites due to its (probable) decreasing use?

    • Reply admin June 29, 2017 at 7:45 pm

      That’s an interesting point. The use of apps has increased, no question. But users are doing more and more online. With grocery and food delivery services like BlueApron and Fresh Direct, you have people going online to get groceries. With StitchFix you have people going online to get curated clothing sent straight to them, all websites. I think the increasing number of users and the number of activities we are able to perform online is growing the entire online space. So where websites are losing traffic to apps in some cases, they are creating new traffic, thereby growing the pie and not losing share.

      • Reply Ricardo Ramos June 30, 2017 at 1:59 pm

        Very interesting point of view.

        I am seeing the things a bit differently.

        Imagine the following scenario:
        On my Facebook news feed, I find an article about Denver Rock ‘n’ Roll Half Marathon and while reading the comments I feel compelled to participate. Through the Rock ‘n’ Roll Marathon Series Mobile Application I can make the online registration. Since I live in Lisbon, and never visited Denver, I decide to stay for some days after the event. On Airbnb app I rent a place for those dates. The Air Transportation app provides me with the ideal platform for flight booking and online check-in. At Denver, Uber’ or Spinster’ apps are perfect to move around the city. Again, on Facebook, it is possible to search for a group of runners in order to keep up with the necessary stamina for the event and maybe to get to know the Half Marathon route. While in Denver I can use Trip Advisor app or Foursquare Social Media platform to choose the best restaurants and use Google Maps or the Official Denver Visitor App to see main spots to visit…

        This scenario illustrates the possibility of making everything by only using apps and social media platforms, without the need of visiting a Website. And I can create new scenarios with the same output.

        The example of China is paradigmatic. WeChat app is becoming the dominant portal to the web. WeChat users can book doctor appointments, pay traffic fines, and call a cab all directly from the app. So in addition to not needing to visit a website, they do not even need to visit another app. (The ridesharing apps just integrate with WeChat, which acts as a hub.)

        And even google is playing “against” websites. If you search for a place or a restaurant in your laptop, in the right column you will find the basic information of that place, a rating and comment system, and google maps will assist you to find your way to the place. here also, you do not need to visit the official website.

        Not only users seem to be changing their behavior but also companies are working in a different direction.

        Could not the examples you provided work better with a different strategy?

        But you might be right. New traffic.

    • Reply admin June 30, 2017 at 5:40 pm

      The examples you gave are interesting. I use Airbnb, Kayak, and TripAdvisor, but I don’t use their apps, I use their websites. You previously examples of brands only having a website in order to point users to download their app or to follow them on social media but each of these more recent examples has a very active website, so they users can have a great experience online or in their app. I often prefer websites to apps when buying or researching products or services I purchase sporadically (flights, accommodations, new travel destinations) because I don’t want to go through the hassle of downloading a bespoke app just for the time I am researching once every couple of months. Maybe that is an area where web will not be as affected by the growing use of apps? I think there will continue to be instances where some users prefer using a website either because they don’t want to take the time to download the app (added barrier to entry) or they prefer the website or the way they discover the content points to a website rather than an app (blogs typically don’t link to app downloads, they link to websites).

      I see the growth as mobile usage more general rather than apps vs websites. With responsive design, many websites can function and look much the same as an app, saving users the time and effort of download. What this means for marketing like push notifications that you have available in apps vs email/social/digital ads that you see with websites is that companies might prefer apps as it offers an additional touch point with users who have already “opted-in” by downloading.

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