As Christmas is only a couple of weeks away now it’s easy to forget about planning how you are going to manage your social media over the holiday season. Now is the time to ensure that you have a strategy in place so you can relax and enjoy the break, knowing your social is under control.

Social Media Holiday Marketing Best Practices

1. Prioritize high-value content.

As audiences are likely viewing a lot of content from a lot of different businesses hoping to drive sales during the holidays, the content that you create needs to be as high-value as possible, like social media posts that are offer-centric or emails that call attention to sales or discounts you’re currently running.

2. Ensure there is someone to support and respond to Social Media

More messages are sent on social media from consumers to retailers during the holiday months than during non-holiday seasons. SproutSocial projects that retailers can expect to receive, on average, 18% more social messages per month during the 2021 holiday season (as shown in the image below).

Based on this information it is imperative to ensure that someone is around to respond to any queries or comments on social media over the holiday season. Make sure you know who it is, and make sure they know their responsibilities too.

3. The Holiday Season isn’t just for Christmas

Remember that not everyone celebrates Christmas, and so even though this is classed as a universal holiday period, ensure that your social posts are inclusive and don’t just focus on the Christmas message. Being inclusive shows an awareness of your broader audience and is more likely to ensure that everyone feels comfortable and included within your social feed.

4. Keep your posts to a minimum

Consumers spend holidays with friends, family, and loved ones, so they may be away from their social media profiles more than they would during normal times. Remember this and don’t bombard them with content, as they are most likely not going to see it, and also it could be viewed as being to forceful or “pushy”. Give consumers the breathing space they need, and keep your posts on the low down so your presence is felt, but not amplified.

5. Tell your audience you’re thankful for them.

Your audience has been faithfully following you for a while, so as this is the season of giving, give thanks to them and show them that you appreciate them. A simple post that states you are thankful for their presence in your social media can actively encourage continued loyalty and can grow your active following further.

6. Make it easy for them to shop on your social media

28% of consumers expect to use social media for holiday shopping in the U.S. 2021, so a great way to increase the success of your social media holiday marketing campaigns is to make it easy for customers to browse products and make a purchase on the channels you use.

To leverage this tip, you can use the native shopping tools offered on many social media platforms to meet your audiences where they are during the holiday season.

  • Instagram allows you to create shoppable posts, and users can check out in-app,
  • On Pinterest, you can create product pins for browsing,
  • Facebook allows you to create a Facebook Shop specific to your business.


All of the above tips will help you make the best out of your social media marketing during the holiday season. If you’re looking to take inspiration from real-life brands and their campaigns, check out this post.

If you would like help with running your social media, or would like to talk about best practices and how to get more out of it, contact us by clicking on the logo below and we’ll get back to you to have a chat.