Planning For Your Christmas Campaigns 2025
Written by Lydia McKeown
Yes, we’re talking about Christmas already, and we fully accept responsibility for bringing up the “C word” so early in the year! But in the world of marketing, the expression: the sooner you start planning, the better, couldn’t be truer. And, if you see our planning chart below, you’ll understand why!
Planning your Christmas campaign early isn’t just about staying organised; it’s about giving yourself the space to avoid costly mistakes. Remember M&S’s 2023 Christmas backlash? A creative misjudgment that could have been caught with more time and perspective. Getting ahead means getting it right. We all know they happen, and a well-prepared strategy can turn potential chaos into a smooth sailing campaign.
Ready to make your 2025 Christmas campaign the most successful yet? Here are our top tips to get you started!
A Strategy First Approach…
A day doesn’t go by here at We Do Marketing where strategy isn’t spoken about. Why? Because it’s one of the most important components for any business. It ensures every action you take is part of a plan, directly tied to your overarching goals.
So, before anything else, we recommend starting with a couple of straightforward questions:
- How does Christmas tie into your Bigger Picture?
- Will your target audience be responsive to your campaign?
- What exactly do you want to achieve with your Christmas campaign?
Here’s a handful of common aims we hear from our clients:
- Wanting to build stronger relationships with clients.
- Launching a new product in time for Christmas.
- Increasing the number of leads (in time for the end of Q4).
- Increase sales by X amount.
Having a goal for your campaign is great, but how can we make it a strategic one?
Think SMART…
It’s always smart to approach your goals strategically, especially when it comes to planning. And when we say “smart,” we’re talking about the acronym: S.M.A.R.T. It stands for…
Want to find out more about SMART goals? Then go and check out our blog HERE.
If we reflect on some of the potential aims we listed above, these would simply serve as a starting point. Let’s think about the last aim we mentioned:
- Increase sales by X amount.
Specific – Give an exact percentage. Achieve an increase of 50% in sales from Q3 to Q4.
Measurable – You need to be able to measure your goal to ensure you are on track to meet it. In this instance, consider setting weekly targets that can be analysed in a report to ensure you are on track.
Achievable – The goal needs to be realistic, so we need to be mindful when setting the increase in sales. Why not look at your sales figures in the previous Christmas season and throughout each quarter in 2025 so far?
Relevant – The goal must be aligned with the broader business objectives. For example, if your business aims to hit a million in turnover during 2026, could this push help your business see what it can achieve in one of its busiest quarters?
Time-bound – Have a specific date by which this needs to be achieved; in this instance, it is easy, by December 31st.
The goal now with all of the SMART criteria added in would be –
By December 31st, 2025, the company aims to increase sales by 50% compared to the previous quarter’s (Q3) sales figures, as measured by weekly reporting. This analysis will determine if the company has met its weekly target to achieve its overall goal. This will help us determine if our 2026 business goal of achieving £1 million in turnover is achievable.
Align Your Branding With The Festive Period
This festive season is the ideal opportunity for you and your business to get creative! One fantastic way to capture that holiday magic is by infusing a little Christmas spirit into your branding. Think simple yet effective additions to your logo – perhaps a subtle Santa’s hat, a delicate snowflake, or any festive touch that adds a Christmas spin.
TIP: Remember, a little goes a long way! Your branding is key to recognition, so adding too much or straying too far from your established look can make your business unrecognisable. Have fun with it, but ensure your key branding elements remain intact.
A good idea, is to use the same assets on your logo, Christmas cards, website banners, email signatures, etc.
Use Key Dates
Depending on your chosen goal for your Christmas campaign, Black Friday/ Cyber Monday can be a great time to sell, sell, sell. As one of the biggest shopping periods around the world, it provides a clear target for you and your team to drive traffic to your website and launch a significant social media push.
There are also other dates/days to consider, such as centring your campaign around an Advent calendar for your Christmas lead-up. This doesn’t have to be a physical calendar; it could be a daily new offer, service highlight, or tip delivered to your audience via email or social media, building excitement throughout December.
TIP: Be aware that Black Friday is incredibly competitive, with many businesses offering their largest discounts. Think about what needs to be done to stand out. Research what your competitors did the year before and conduct social listening research for your industry.
When should you start planning for key campaigns?
Key Festive Marketing Dates & Campaign Timings for 2025
Crafting Your Christmas Offer: The Key to Hitting Your Goals
Depending on your chosen goal for your campaign, a well-planned promotional offer can help you stand out during the competitive festive season. Christmas is often the busiest time for many businesses, so starting your campaign earlier than the others will help you capture your audience’s attention first.
After your campaign launches, it’s time to get promoting it. The more you promote, the more traffic, social media views, and email engagement you’ll get, all of which lead to more sales. This increased activity also provides you with valuable data, allowing you to fine-tune your advertising in real-time to maximise success and reach your goals. This adaptability is exactly why starting your campaign early gives you a significant advantage.
TIP: Consider more frequently reporting on your campaign over Christmas so it is easy to make those mentioned changes live.
Your Christmas Campaigns Shouldn’t Stop When Boxing Day Starts.
We often see this crucial step missed in the marketing world: the all-important follow-up. After all your effort in developing your strategy, planning SMART goals, and executing your Christmas campaign, leaving it there simply isn’t enough.
On a personal level, we all know the dreaded “Oh, I was meant to do that last week” feeling. It’s especially easy during the busy festive period for people to put off taking the next step. That’s why, even after your offer/campaign ends, your advent calendar finishes, or gifts are sent, it’s essential to stay in contact.
Reach out to confirm they received their hamper, book a follow-up call, or send a thank-you email for their support in December. Remind them of what you offer or what’s coming up in January. The key is never to stop communicating with your audience.
TIP: The most important step of any campaign is the follow-up. After putting in so much effort, leaving it at the end of the campaign is not enough. Reconnect with your audience to nurture relationships and maintain brand awareness.
We Can Help Make Your Campaign As Stress-Free As Possible.
By now, you should be on the same page as us with why Christmas campaigns start now. The earlier you start, the better. It means you have a greater chance to plan, more time to handle mishaps, and a better opportunity to maximise the benefits of your campaigns. Need help with fine-tuning your strategy or reaching those goals over the festive period? Then we are here to help.
Book a free consultation using the information below to get started.
