8 Christmas marketing ideas for small businesses in 2025

How to get your marketing right during the festive season

Financial uncertainty will continue to shape consumer spending this Christmas. However, despite tighter budgets, shoppers still plan to spend, just more thoughtfully. Adobe’s 2025 Holiday Shopping Report forecasts UK online holiday spending to reach £26.9 billion, up 4.2 % year-on-year, with Black Friday predicted to hit £1.19 billion in daily sales.

Meanwhile, Accenture’s Holiday Shopping 2025 report shows 87% of shoppers expect to spend the same or more than last year but value, convenience, and trust are now stronger purchase drivers than ever.

The last few years have led to a new type of consumer: one who is more sceptical, ethical, price-driven and expects transparency from the brands they support. So what does this mean for small businesses, and how can you adapt your marketing to get it right this year?

Here are some tips for success this festive season, whatever industry you’re in.

1. Make “savings” a key part of your search strategy

Recent data from Shopify shows that 61% of people research online before purchasing in-store. So even if your main business is retail, your digital presence must deliver the same clear, consistent messaging customers experience in-store.

Globally, search interest in “saving money” continues to hit record highs, particularly in the UK. Use this to your advantage by weaving monetary-saving keywords and phrases into your SEO strategy.

Create helpful content such as “Christmas on a budget” or “Low-cost Christmas gift ideas” and experiment with formats like videos, infographics and social posts that offer genuine value.

2. Be inclusive

Consumers want to feel seen, valued and respected. Representation in imagery, language and messaging matters, and that includes recognising that not everyone celebrates Christmas in the same way.

Keep your festive campaigns open and inclusive, focusing on universal themes like togetherness, generosity and gratitude. This is a great opportunity to reinforce your company’s values, support your team, and bring communities together at what can be a challenging time for many.

3. Reward your most loyal customers

Neil Patel highlights that 44 % of businesses focus on acquisition, while only 18 % prioritise retention. Yet retaining customers is far more cost-effective, especially during the busy holiday season.

As Shopify’s Managing Director for EMEA, Deann Evans, explains:

Reward existing customers with exclusive perks such as early access, free upgrades, or fast shipping. These can be just as powerful as discounts, and more sustainable for small businesses.

4. Communicate opening hours

Keep customers informed about your holiday hours, stock availability and delivery cut-offs. Update your website, Google Business Profile, social media and store signage.

Transparency prevents disappointment and helps customers plan ahead. Consider how festive operations will affect your staff and logistics, being honest and proactive earns trust.

5. Perfect the post-purchase experience

With so many online orders during the holidays, customer satisfaction hinges on delivery and communication.

According to Retail Economics’ Holiday Shopping Report, three-quarters of consumers cite delivery as their top purchasing factor, with 30 % prioritising delivery cost, 21 % speed, and 18 % convenient returns. Visibility and tracking are also increasingly expected.

Ensure clear communication at every stage, and add personal touches: a handwritten note or a quick phone call can transform a customer’s experience and encourage loyalty.

6. Be more sustainable

Sustainability continues to be a decisive factor in where people shop. Research by Christmas Amidst the Crunch 2 found that a third of UK adults prefer to buy from brands that prioritise sustainability, rising to 51% among 18–34-year-olds.

Over-packaging is a major turn-off, with one-third of consumers saying it discourages repeat purchases. Many are even opting for click-and-collect to cut down carbon emissions.

The IPA Insight Report adds that two-thirds of adults are happy to receive a second-hand or refurbished gift, driven by affordability and environmental values. Promoting pre-loved or sustainable gifting options can help your brand connect with this growing mindset.

7. This is the time for giving

Christmas remains the perfect time to show generosity, whether by donating, fundraising, or supporting a local cause.

Choose a charity aligned with your values, run a festive fundraiser, or host a “drop-off” point for community donations. Sharing behind-the-scenes moments of your initiatives helps raise awareness and boosts engagement online.

And don’t forget to collaborate with local businesses, cross-promoting each other amplifies reach and strengthens community ties.

Lastly, sign up to Small Business Saturday (6 December 2025), a nationwide campaign celebrating small business success and encouraging consumers to shop local.

8. Create an end-of-year newsletter

According to recent email marketing studies, 68% of people pay more attention to emails during the festive season. It’s the ideal moment to connect with your audience.

Use a Christmas newsletter to thank your customers, highlight your team’s achievements, and reflect on the year. Authentic storytelling humanises your brand and builds loyalty heading into 2026.

A final thought

You don’t need big budgets to make an impact this Christmas. Even small, meaningful gestures, from sustainability to community support, can create long-lasting goodwill.

Take time to review your marketing performance, celebrate your successes, and plan for the year ahead.

If you’d like help conducting a year-end review or shaping your marketing for 2026, get in touch. I offer a free 30-minute consultation for small businesses.