How to win holiday business from those who don’t celebrate

Daniel

Damiel Forman
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There’s no shortage of creative ways to reach clients who don’t care about Santa. 

It goes without saying that not everybody celebrates during the holidays. And because at this time of year, culturally speaking, the decorations and seasonal motifs certainly lean toward Santa Claus, reindeer and lit-up fir trees, it can be easy to overlook the significant number of Canadian residents totally unaffected by these traditions.  

Whether their reasons are cultural, personal, or a little of both, not everyone cares as much about the good cheer this time of year bombards us everywhere we look, from car dealerships to car washes. If there’s a way to turn good tidings into good returns, everyone is here for it.  

And for some, the commercialism of the season is the turn-off. There’s a reason that the Grinch remains a holiday classic nearly 60 years after first stealing Christmas. The truth is that even a significant number of people who celebrate agree that the excesses of the season are, at best, somewhat contradictory to what the season is supposed to be about.  

There’s no right or wrong here. The fact is that from a fiscal point of view, this is the time of year that businesses are simultaneously ramping down for one year and gearing up for the next. Even the most hardened Scrooge won’t deny that’s just common business sense.  

With all of that said, end-of-year sales, community charity events and New Year celebrations are seasonal customs that can have traction with more types of consumers than the 25th of December, in and of itself. Despite their association with the Christmas season, these other year-end customs tend to be more inclusive, even for the most cynical among us.  

Making as many potential clients as possible feel included in year-end marketing approaches just makes sense and is important to keep in mind for any business, and especially those who wish to make creative marketing strategies a part of their brand DNA.  

Here are a few thoughts to motivate new ideas. 

 

Gifts are not just seasonal

Presents don’t have to appear under a tree to be appreciated, and gift-giving is a year-round practice. Remember to speak to the person out there who isn’t looking for a gift because it’s the holidays, but simply because they want to please someone.   

Some designated social media content with messaging that speaks to these people is a reminder that you’re thinking of everyone. A chance to appeal to someone’s sense of appreciation and inclusion might be turned into a sale just because of common courtesy on your part.   

Have some fun with it – without alienating those who love the holidays, of course – and those who see it and appreciate it will take note.   

People are getting together

Of course, we all still need to be vigilant and stay safe in the face of the pandemic, but by and large, Canadians are in better stead to plan and attend in-person events than we were this time last year.  

From get-togethers with family and friends to smaller office parties and community activities, people are planning excitedly to see each other in the coming weeks and months.   

If your business can fulfil demand for supplies, catering, entertainment or general event planning, and even bulk gift options, keep some of your messaging winter-themed rather than holiday-centric.   

Focusing on the nature of connection and a return to better times is a strong angle to take these days and has wider (and more lasting) potential appeal than going all-in with Santa and reindeer. There’s a way to harness seasonal feelings of warmth and joy without having to make it all about three or four specific days on the calendar.  

Communities always need support

This is also definitely a time of year when charitable efforts are extra important and attract a lot of attention. Small businesses typically lead with good intentions at the forefront of all their community support initiatives at any time of year, and that goodwill is also good for your brand reputation.   

Gift matching programs are proven to entice consumer decisions. Campaigns that invite an opportunity for a client to feel good about the companies they do business with also have a lasting effect on repeat patronage.  

Something as simple as committing a small amount of profit or a food donation to a community organization with every purchase can go a long way in showing people your business cares about more than its own bottom line. And this is true all year long.   

Whether you celebrate or not, Empower wishes you a fantastic end to this year and a fortune-filled beginning to the next. We offer our clients marketing solutions tailored to fit, whatever day of the year it may be. In that sense, we wish you joy every day. 

 

Want more in-depth advice about how Empower can shape your marketing efforts for success at any time of year? 

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