The holidays are the busiest advertising season of the year, and Deloitte's newest forecast has holiday retail spending reaching between $1.70 trillion and $1.71 trillion this season, up from last year. That is a lot of spending moving through your market between now and the end of the year. The businesses that show up consistently, across the right channels, at the right moments, are the ones that capture their share of it.
Here are practical, general-purpose ideas for marketing your local business this holiday season, no matter what you sell.
Key takeaways
- Start planning before Black Friday, not during it
- Radio and digital work best together, not as either-or
- Lean into being local and family-owned; it's a real advantage this time of year
- Have a plan for the slower stretch after Cyber Week, since holiday shopping runs through December
Why does holiday marketing matter for local businesses?
Holiday shoppers are actively looking for places to spend, and a meaningful share of them want to support local businesses over national chains.
The businesses that stay visible during this window, on the radio, online, and in the community, are the ones shoppers think of first when they're ready to buy.
6 holiday marketing ideas for local businesses
1. Start advertising before Black Friday, not on it
By the time Black Friday arrives, shoppers already have a mental list of businesses they're considering. Getting your name in front of them in the weeks leading up to it, through radio and digital together, puts you on that list before the biggest shopping weekend of the year even starts.
2. Pair radio with digital, not one or the other
Radio builds broad awareness across your whole market. Digital ads follow up with people who have already shown interest, whether that's visiting your website or engaging with your social posts. Used together, they cover more of the path from "I've heard of them" to "I'm ready to buy" than either one does alone.
3. Lean into your local, family-owned story
This is one of the few times of year when "shop local" is already the message in shoppers' heads. A radio spot or social post that leans into your story, who you are, how long you've been in the community, what makes you different from a big-box competitor, tends to land harder during the holidays than the rest of the year.
4. Use OTT and streaming ads to reach cord-cutters
A growing share of your customers are watching their holiday shows on streaming platforms instead of traditional TV. OTT ads let you reach them there, especially useful for businesses trying to extend their reach beyond radio and digital alone.
5. Build a plan that runs through December, not just Cyber Week
Holiday shopping doesn't stop after Cyber Monday. Plenty of shoppers are still deciding, and still buying, right up until Christmas. A marketing plan that tapers off in early December misses a real chunk of the season.
6. Make gift-giving easy, even if you don't sell gifts
Not every business fits a gift-giving frame, and that's fine. If you're a service business, think about what "holiday-ready" means for your customers instead: hosting family, wrapping up projects before the new year, or simply having availability when everyone else is booked solid.
When local businesses should start holiday marketing
Late September through October is the right window to lock in your creative, your offer, and your channel mix.
Radio and OTT scheduling especially need lead time, so waiting until November to start planning means missing the best inventory and the early-shopper window entirely.
Get a more detailed plan
These are the general moves. If you want the specific weeks that matter most this season, the real numbers behind them, and ideas mapped to your specific kind of business, we built a free guide for exactly that.
FAQ
Is radio still worth it for holiday advertising?
Yes. Radio remains one of the highest-reach media platforms available, and it works especially well paired with digital rather than replacing it.
How far in advance should I start holiday marketing?
Late September or October, so your creative and channel bookings are locked in before the season's busiest weeks begin.
Do I need a big budget to compete with national retailers during the holidays?
No. Local relevance and consistency matter more than outspending a national competitor. Showing up steadily across radio and digital, with a message that leans into being local, competes on a different basis from price.
Ready to build a plan for your business?
Talk to a local advertising expert about a holiday plan built around your business and the weeks that matter most.
