Christmas has a funny way of sneaking up on us. “It’ll be Christmas soon!” “I can’t believe Christmas is only 100 days away!” Or my personal favourite, “It feels like last Christmas was just yesterday.” We use it as a reminder that another year has been and gone. But when it comes to business, is your social media ready? There’s only 100 days to get your Christmas marketing in order. Well actually, less. But don’t panic!

Reactive vs Proactive Social Media Christmas Marketing

If you’re a business, you know how important social media is. In fact, if you’re reading this, you don’t just know how important it is, you also know that it’s something that you must do to help your business thrive. But just doing it can often cause businesses to be reactive, not proactive about it. 

Just because you’ve seen this post doesn’t mean you should quickly start preparing your own half-cocked post about there only being 100 days till Christmas. That’s what we call reactive social media, not proactive. 

Proactive planning would mean that you realise you’ve missed the 100-day mark, but know that you could still maximise the opportunity to mark 90 days / 75 days / 60 days / 45 days, and so on. You get the idea.

‘Tis the Most Wonderful Time of the Year

For most small businesses, Christmas can make or break the year. It can be the time where everyone decides at the last possible moment to order from your website, leaving you out of stock. Or worse, working all hours trying to get those orders out. Likewise, it can be the month of the year where you see turnover spike 300%. 

Either way, one thing that you can control is your social media for Christmas. 

Take the time to set out a plan. 100 days left equates to 100 possible pieces of content (if you post daily). 

Now is the time to get on top of Christmas marketing. Don’t wait till the last minute and find yourself becoming The Grinch around the holiday times, as you desperately scramble to get offers and ads out to the masses. 

Work Backwards for Christmas Marketing

To help you with your planning, work backwards. Christmas is the all-important day. It’s the day that’s all about opening presents and stuff right?

So when’s your final delivery day for people to receive your products in time for Christmas? If it’s December 19th, excellent, you now have your first deadline date in your calendar. 

Now you can work backwards from there again. “Order today to receive your product in time for Christmas,” or “This is the last week you can order to get your gifts in time for Christmas”.  

From there, you can keep working backwards and looking at the important dates along the way. 

How About a Marketing Advent Calendar? 

We’ve all seen them. Some do it really well. Others do it awfully. But, either way, it’s a great concept to engage your audience. Every day, from 1st – 24th December, why not have an offer code? One product. 10% off. Each day. You know that the deadline to deliver is December 19th, so you might need to get creative and offer virtual gift cards up until the 25th

Now we’re cooking with gas, right? 

We’ve just filled up the calendar for the whole of December. 

That’s what we call being proactive.

However, this article is about the ‘100 days till Christmas’, so what about the other 75 days? 

People Have Already Started Buying Christmas Presents

You might be thinking it’s way too early to start thinking about Christmas marketing, but here’s something for you to consider. The wholesale giants, Costco, bring in their Christmas range of products in August. 

It’s never too early. 

During the course of November (yes, I’m still working backwards), you have the US holiday, Thanksgiving. That’s another major holiday, and a great focus to help you on the build-up to December 25th.

Thanksgiving brings with it, Black Friday. The capitalist’s and consumerist’s dream day, where they can buy anything and everything at a discount. And they do. This isn’t just a US thing anymore. The UK goes mad for it. And there are some brutal images of what lengths people will go to, to get a great deal on Black Friday. 

If nothing else, the stats speak for themselves. 

According to Facebook’s holiday marketing research, 43% of shoppers start Christmas shopping in November or earlier. That means your 100-days till Christmas, is actually more like 30 days till people are in the spirit of buying gifts ahead of time. 

Working Backwards Works

So we now have December sorted, with our cut off days for ordering, an awesome advent calendar, November’s focus and build-up to Black Friday, and don’t forget, Cyber-Monday if you’re selling online. 

But now you also know that some people have already started their Christmas shopping and nearly half of them will be well on the way by November. 

It’s time to start creating your October content, with that in mind. Instead of focusing your content on your core audience, start thinking about creating some content for those that buy gifts for your core audience, for example, parents, kids, partners, etc. 

If you sell toys, usually you would focus on convincing kids they want that toy so that they start pestering their parents. That still plays a part. But now, the parents are frantically trying to plan the best possible Christmas for their little ‘uns. 

Why not create content for them? 

So they know what to buy and where to buy it.

From you of course!

No Better Time for Christmas Marketing Than NOW

The longer you wait to get started with your Christmas marketing, the more likely you’ll end up being reactive. Scrambling about last minute to set up an offer to go out on Black-Friday or Cyber-Monday. There’s also less chance of you having a great advent calendar ready and lined up for December. 

The reality is, if you want to have a great Social Media Christmas, it’s going to take some effort, some planning, and some real focus. And that has to happen long before that magical day. 

So as a quick round-up (or a cheat sheet if you want), work backwards from this list and start planning: 

  • What’s your last delivery date to be “in time for Christmas”? 
  • What could you do to make your advent calendar stand out during December? 
  • Are you running Black-Friday or Cyber-Monday offers? What are they and how will you let people know? 
  • What content could you start putting out from October onwards, to help you identify with your core audience’s significant others or family/friends? 

If this doesn’t give you a good starting point, then it sounds like you might need some help.

Here at Social INK, we love helping brands do more on social media. To help you, we’re offering a limited number of free social media consultations every month. No strings attached, just an open conversation to help you move forward. 

Feel free to book in below and we can have a chat about how you can do more with your social media in your Christmas marketing plan. 


Chris Bruno
Chris Bruno

Chris, founder and CEO of Social INK, has devised and consulted on more digital marketing and social media marketing campaigns than you can shake a stick at. He’s also got a bit of a thing for online advertising and social media advertising.