Holiday marketing has become ever more popular with small businesses. Â Just look around at how frequently you see the words âsaleâ or âspecialsâ combined with a holiday name such as Christmas or Motherâs Day.
No longer is it just the âbigâ holidays. Â Groundhog Day, Columbus Day, Flag Day â" all are being used as marketing hooks.
Holiday marketing is not just limited to businesses that sell to consumers, either. Â Even companies that sell to other businesses now routinely offer Thanksgiving specials, Columbus Day sales, and Independence Day promotions.
On February 7, 2013, we partnered with FedEx Office on a Twitter chat to crowdsource tips on  âHow SMBs Can Take Advantage of Consumer Holidays.â
Members of the small business community jumped in to share advice and tips for other business owners in response to questions posed by FedEx Office (@FedExOffice), the host.  Below is a recap of  highlighted tips:
Q1. How common is it for businesses to use a holiday such as a Valentineâs Day as a marketing theme
- âVery common â" and growing. Many consumer businesses use holiday specials to generate buyer demand.â @smallbiztrends
- âYou can take advantage of both singles and couples targeting each differently to generate buzz.â Â @sghost42
- âRestaurants, hospitality businesses, retail-those are obvious choices for holiday marketing.â Â @smallbiztrends
- âValentineâs is one of my favorite marketing holidays especially being a #pet #photographer.â Â @FetchPortraits
- âEven some B2B businesses today (e.g., office services and PR firms) do holiday theme marketing.â Â @smallbiztrends
Q2. What is the most unusual example of a holiday marketing technique youâve ever seenÂ
- âOne local car dealership put up a giant inflatable Abe Lincoln on the top of the dealership during February.â Â @smallbiztrends
- âGive a kiss and get the same priced item for free.â Â @sghost42
- âThe local beauty salon had a display of mannequin hands with heart nail art promoting Valentineâs Day manicures.â Â @smallbiztrends
- âDoing things like that show Fear Factor to win something!â Â @GoudaCheese007
Q3. Letâs focus on restaurants for a moment. What techniques can they use
- âCertain holidays (Valentineâs Day & Motherâs Day) are huge for eating out. Print a special menu just for those events.â Â @smallbiztrends
- âI feel like restaurants are packed on the day of, so use specials to get people in before/after the big day.â Â @robert_brady
- âA temporary banner advertising holiday specials will catch attention of drive-by traffic.â Â @smallbiztrends
- âDaily deal sites and mobile check-ins are a great way to get me in a restaurant.â Â @eggmarketing
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âTarget busy executives and honor the special Holiday offer on another day. Perhaps for just your regulars.â @TJMcCue
Q4. What about ecommerce and retail What should they be doing for holidaysÂ
- âSome retailers do holiday decorations/signage year round now. They just change them for each holiday.â Â @smallbiztrends
- âI love free shipping.â Â @GoudaCheese007
- âIn the ecommerce world, holidays call for banner ads/ website graphics, advertising specials.â Â @smallbiztrends
- âFacebook even allows targeting based on relationship status for laser-focused ads.â Â @robert_brady
- âIf you have a last day to ship before a holiday, put that prominently on your website. It gets people to act.â Â @smallbiztrends
- âThereâs a pizza restaurant here that offers free pizza on certain days if you have a certain name.â Â @DeftonesGirly81
Q5. What about holiday flyers
- âBe creative about finding a holiday connection. Holiday-themed flyers can be good even for B2B.â Â @smallbiztrends
- âLove is in the air and that air runs through the vents of BUSINESSES too. But the key is CREATIVITY.â Â @justcallmeALLEN
- âUse flyers in unexpected ways. Example: realtors using Valentineâs Day theme âFall in love again ⦠with a new home.â  @smallbiztrends
- âFor holidays we barely consider for promotional purposes, weave in a way to use your product on a âday off.â Â @TJMcCue
- âThe local home remodeler mailed flyers at Motherâs Day-âGive her what she really wants - a new kitchen!â Â @smallbiztrends
Q6. Can you take holiday marketing too far
- âMost small business owners have the opposite problem - they donât do nearly enough marketing.â Â @smallbiztrends
- âAbsolutely! Like any relationship, itâs about being attentive to the NEEDS, not just frivolously spending.â Â @justcallmeALLEN
- âBe tasteful. Example: Unless handled carefully it could be poor taste for a funeral home to run a Motherâs Day special.â ~ @smallbiztrends
- âHoliday marketing can be accidentally taken too far if you do not time messages correctly with world events going on.â Â @BionicSocialite
- âA lot of biz will hammer customers with promos especially around Christmas time. You want to lure them in, not repel.â Â @tiroberts
Q7. Can businesses work together to give a bigger bangÂ
- âHereâs an idea: print up and pass out each otherâs coupons in your place of business.â Â @smallbiztrends
- âI think local business can work together to get people shopping in their community like a raffle ticket stamped at each store.â Â @Shannonbison
- âSend out flyers and put up an outdoor banner to publicize the jewelry display.â Â @smallbiztrends
- âI think business networking is just as essential a function as people who social network, so YES.â Â @Unkatchable73
Q8. How can you use online techniques to support offline marketing
- âSocial media⦠to drive a sale or campaign to brick and mortar locations!â  @Unkatchable73
- âIf you have an email newsletter or list, offer holiday in-store specials through it.â Â @smallbiztrends
- âUse âcall to actionâ subject lines in emails. âBook now - reservations for Valentineâs Day dinner are limited.â Â @smallbiztrends
- âRemarketing is a great opportunity to stay in front of people online after they visit your site.â Â @robert_brady
- âLocation Based Services. Use check-in mobile app at the B&M place. Global net + local = Glocal.â Â @Lyceum
Q9. What other things can you do to prepare for the holidaysÂ
- âSit down right now with a calendar, highlight key holidays, and identify which ones to market around.â Â @smallbiztrends
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âStart planning now for next yearâ¦seriously if you get a great idea start making a plan!â @stblissout
- âWhen holiday is over, donât throw away signage/displays. Store them. Next year pull out, update for a head start.â Â @smallbiztrends
- âThe best kind of holiday market research is to ask your customers directly what they want, and then give it to them.â Â @tiroberts
- âKeep your customers close, but keep your competition closer!
â Â @DeftonesGirly81
- âPlan ahead think of another business to collaborate with to create a great packageâ Â @Shannonbison
Thanks again to all the participants who joined us to discuss holiday marketing tips for small businesses.  If you saw a holiday marketing tip that resonated with you, why not follow/connect with that participant on Twitter  And be sure to check out @FedExOffice on Twitter, and the Business Edge on the FedEx Office website.
See the full chat transcript. Please remember this recap is not a complete transcript. Weâve removed hashtags and other repetitive information for better readability.
Disclosure: FedEx Office compensated me to participate as a small business expert during the FedEx Office Tweet Chat program and write this post. FedEx Office also provided the gift cards given away in this chat. The ideas in this blog post are mine and not ideas or advice from FedEx Office.