The Ultimate Holiday Ad Playbook: How to Boost Sales and Spread Cheer

If you are a business/brand owner or a paid ad strategist working for them, you know the importance of capitalizing on the holiday season of the year.

Unless you have killer holiday marketing strategies in place, you risk missing out on the best gift of all: skyrocketing sales!

But don’t worry— in today’s blog, we have insights from Pooja Ghariwala, our in-house paid ads expert, to help you unwrap the best holiday marketing strategies to turn those festive shoppers into loyal customers. 

We at Mavlers have 12+ years of experience catering to the paid media marketing needs of 7K+ global clients.

So, grab your eggnog, put on some cozy socks, and let’s dive into how you can sleigh (pun intended) your holiday sales!

Source

Yep, that’s gonna be you soon laughing your way to the bank with these power-packed holiday marketing tips.

1. Start planning early—Like, yesterday early 🎃🍂🎄

If you’re waiting until December to start thinking about your holiday ad strategy, consider this your wake-up call (preferably with jingle bells!). The holiday shopping season isn’t a sprint—it’s a marathon, and the earlier you start, the better positioned you’ll be to capture eager shoppers. The secret to success? Start planning early—we’re talking months in advance, like October or even earlier. Why? Because the holiday season isn’t just about Christmas anymore; it’s a whole lineup of shopping events that begins with the buzz of Halloween, Thanksgiving, Black Friday, and Cyber Monday and keeps going strong through New Year’s sales and even into Boxing Day deals.

Imagine this…

While some shoppers may start their hunt for holiday deals in December, others are already checking off their gift lists by mid-November. These are the savvy consumers who scout for the best bargains during Black Friday and Cyber Monday, not waiting until the last minute. Then there’s the whole crowd who will keep spending through this season as they look to cash in on holiday discounts. By the time December rolls around, some of your audience has already spent a good chunk of their holiday budget, so the earlier you’re in front of them, the better.

Here’s why it’s important to time your campaigns for maximum impact.

To fully maximize your ad spend, you’ll want to ride the wave of these different sales periods strategically. Each event presents a new opportunity to reach a different kind of shopper, and the goal is to ensure your ads are visible at the right time.

1. Halloween (October 31):

Think Halloween is just about costumes and candy? Think again. It’s the unofficial kickoff to the holiday shopping season! Some retailers start rolling out “pre-holiday” deals with a spooky twist. You can tap into the Halloween spirit with themed promotions—consider offering “Frighteningly Good Deals” or a “Trick-or-Treat Discount” to attract those who want to get a head start on holiday shopping. It’s also a great time to build brand awareness before the bigger shopping days hit.

2. Thanksgiving (November 28):

Thanksgiving is more than just turkey—it’s a warm-up for the shopping frenzy ahead. With people spending time at home (and online), it’s a golden opportunity to drop a few early-bird deals. Some brands even launch “Gratitude Sales” to tie into the Thanksgiving theme. Whether it’s a heartfelt message of thanks paired with a discount or a special “Give Thanks, Get Savings” promo, you can spark some pre-Black Friday excitement.

3. Black Friday (Late November):

The king of sales events. Black Friday has evolved beyond a single day—it’s often an entire week (or month!) of discounts. Many shoppers have been trained to wait for this mega-sale to score big-ticket items, so hit them hard with irresistible deals. Focus on high-value items, big discounts, and scarcity to drive urgency. Tease the upcoming sale as early as October through pre-launch campaigns.

4. Cyber Monday (The Monday after Black Friday):

This is the day for online shopping, and with e-commerce booming, you can bet your competitors will be flooding the digital space with ads. Make sure your paid ads—whether they’re on Google, Facebook, or Instagram—are primed and ready to go. Emphasize fast, reliable shipping and online-exclusive offers. A limited-time offer like “Cyber Monday Flash Sale” creates a sense of urgency that pulls in shoppers who didn’t quite finish their Black Friday spree.

5. Christmas sales (Throughout December):

Christmas season is its own beast. People are shopping for gifts, decorations, and experiences. Ads during this period should be highly targeted—think personalized gift suggestions, holiday bundles, or products that can be customized for loved ones. These ads should also have a warm, festive touch—perhaps with visuals of your products wrapped in ribbons or nestled under a Christmas tree. Think of festive limited editions or buy-more-save-more campaigns that target shoppers looking for the perfect last-minute gift.

6. Boxing Day (December 26):

Just when you think the sales are over, Boxing Day swoops in! Traditionally, it’s known for clearing out excess inventory, but today, shoppers expect it to be just as competitive as Black Friday. Many will have received gift cards or Christmas cash, so target them with clearance sales, discount codes, or “Buy One, Get One” promotions. You could even repurpose your Black Friday or Cyber Monday creative assets to save time.

7. New Year Deals (Late December–Early January):

Consumers looking to start the new year fresh will be on the hunt for products that help them hit their New Year’s resolutions. This could range from fitness gear to home improvement tools or organizational products. New Year ads should focus on themes like self-improvement and fresh starts. Consider running ads that offer “2025 Kickoff Deals” or “New Year, New You” promotions to target those looking to invest in their future.

🎄 Example: Start a “Countdown to Christmas” campaign with weekly deals that build excitement, making customers come back every week to see what’s new. You can even tease next week’s deal at the end of each ad!

2.  Identify your best-performing products—Time to shine! 🎯

Before you dive headfirst into holiday promotions, take a step back and figure out which of your products are the true stars of your business. The last thing you want to do is promote items that aren’t pulling their weight. So, how do you identify these top performers? Well, it’s all in the data!

Start by digging into last year’s holiday sales (or recent months) to see what products flew off the virtual shelves. Use tools like Google Analytics or your e-commerce platform’s dashboard to zero in on key metrics—such as sales volume, profit margins, and customer feedback. This will give you a clear picture of what your audience truly loves. Think of it as finding the MVPs of your product lineup.

Once you’ve identified the top-sellers, it’s time to get creative! Consider offering bundles of best-sellers to maximize their appeal (who can resist a deal that combines their favorites?), or slap a limited-time discount on them to build urgency. You could even create a holiday-exclusive version of these products—think festive packaging or special add-ons. People love feeling like they’re getting something unique during the holiday season.

Oh, and don’t forget to check your stock levels! No one wants to see a “Sold Out” message during peak shopping season, so make sure you’ve got enough inventory to meet demand, especially when shipping times can get hectic.

🎄 Example: Let’s say your best-selling product is a cozy winter scarf. Why not create a “Winter Wonderland Bundle” that includes the scarf along with a matching hat and gloves at a special holiday discount? You can even offer free gift-wrapping to make it even more tempting. And at the end of your ad, drop a hint about next week’s bundle—keeping customers engaged and excited to see what’s next.

3. Sprinkle some festive magic on your ads

Okay, let’s be real—your regular ads might be cool, but during the holidays, people want to be festive, jolly, and all the snowflakes, reindeer, and glittery lights they can get. This isn’t just another season—it’s a magical one! So, spice up those ad creatives with holiday-themed visuals and messaging.

• Go full-on holiday mode: Use festive elements like twinkling lights, Christmas trees, menorahs, or whatever screams “holiday” to your audience. And don’t forget the warm, fuzzy vibes in your copy too!

• Create urgency: Phrases like “Get it before it’s gone!” or “Limited-time holiday discounts!” will have customers feeling like they need to buy now or risk missing out on the greatest deal of the season (cue dramatic music).

• Segment like Santa: Just like Santa has a “naughty” and “nice” list, you should be segmenting your audience. Tailor your ads to early birds, procrastinators, and everyone in between to make them feel like you get them.

🎄 Example: For the procrastinators out there, hit them with “Still shopping? Don’t worry! Free expedited shipping until December 23rd!” They’ll be thanking you as they panic-buy gifts at the last minute.

4. Retarget like Rudolph leading the sleigh

Picture this: someone visits your site, loads up their cart, and then poof, they vanish without buying. It’s tragic, we know, but there’s good news—remarketing is here to save the day! Remarketing allows you to re-engage those elusive shoppers who slipped through the cracks and bring them back to finish what they started.

• Dynamic product retargeting: This magical tool can show people the exact product they were drooling over on your website. It’s like saying, “Hey, remember that cozy blanket you wanted? It’s still waiting for you!”

• Cart abandonment savior: We’ve all done it—loaded up a cart and bailed for no good reason. But imagine if the store came back and said, “Finish your purchase and get 10% off!” That’s the kind of nudge that can turn hesitation into celebration.

🎄 Example: Show a retargeting ad featuring the specific winter coat they left in their cart, paired with the copy: “Still cold? This coat’s waiting for you! Get 15% off if you complete your purchase today.”

5. Be everywhere—Just like holiday music in November

You can’t walk into a store in November without hearing “All I Want for Christmas Is You” on repeat, right? Your ads should be just as omnipresent. Holiday shoppers are bouncing between platforms—Instagram for inspiration, Google for searching, and YouTube for festive videos—so you need to meet them wherever they are.

• Google search and shopping ads: Bid on festive keywords like “holiday gift ideas” or “best Christmas deals” to make sure you pop up when people are hunting for the perfect present.

• Social media sleigh ride: Platforms like Facebook, Instagram, and TikTok are great for grabbing attention with stunning visuals. Use interest-based targeting to reach people who are already in the holiday spirit.

• Video ads on YouTube: Show short, engaging holiday video ads—think gift guides, special deals, or sneak peeks of your top holiday items. People love a good festive video to get them in the buying mood!

🎄 Example: Run a YouTube ad showing a “12 Days of Deals” countdown, where each day features a new special. Pair it with cheery holiday music and twinkling lights to get viewers feeling merry.

6. Make mobile shoppers feel like VIPs

During the holiday season, everyone’s glued to their phones—shopping on the go, checking deals between Netflix binges, or browsing while waiting for their holiday lattes. So, if your ads and landing pages aren’t mobile-friendly, you’re basically sending customers to your competitors with a big bow on top.

• Mobile-first ad formats: Make sure your ads are easy to view and interact with on smaller screens. No one wants to zoom in and out like they’re solving a puzzle!

• Fast-loading landing pages: Shoppers aren’t waiting around for slow-loading pages. A sluggish site is like getting socks for Christmas—it’s a letdown.

• Streamlined mobile checkout: Make the buying process as smooth as slipping into your favorite holiday PJs. The fewer steps, the better!

🎄 Example: Create mobile-friendly ads that show up in Instagram stories with a “swipe up to shop” call-to-action that leads to a lightning-fast, festive-themed landing page.

7. Target the last-minute madness

Let’s face it: some people (ahem, many people) wait until the very last minute to do their holiday shopping. And guess what? That’s a goldmine for you. Lean into it by targeting those panic buyers with tailored ads that scream “It’s not too late!”

• Countdown timers in ads: Add some drama with countdowns—“Only 3 Days Left for Holiday Delivery!” It’ll send the “last-minute Lucy” in your audience rushing to check out.

• Promote expedited shipping: Late shoppers will LOVE knowing they can still get their gifts on time. If you offer fast shipping, make sure to shout about it in your ads.

🎄 Example: “Running out of time? We’ve got you covered! Order by December 22nd and get your gifts delivered before Christmas!” with a ticking countdown clock next to it.

8. Keep an eye on your campaigns—Don’t set and forget

Holiday campaigns aren’t like holiday cookies—you can’t just leave them in the oven and hope they come out perfectly. You’ve got to monitor, tweak, and adjust to make sure your ads are baking up the best results possible.

• Check performance daily: Keep tabs on click-through rates, conversions, and impressions like they’re presents under the tree. If something isn’t working, don’t hesitate to make changes.

• A/B test like a pro: Not sure if a headline or image is hitting the right holiday vibes? Test it! Maybe “Get Your Holiday Deal Now!” will outperform “Limited-Time Holiday Offer!” You never know until you test.

Scale what’s working: Found an ad that’s crushing it? Throw some more budget behind it and ride that holiday magic to bigger profits!

🎄 Example: Run an A/B test for two different holiday taglines: “Sleigh the Season with 25% Off!” vs. “Deck Your Halls with Holiday Deals!” See which one spreads the most holiday cheer.

The road ahead

Now that you are conversant with the holiday marketing strategies that will rake in the moolah, we suggest reading ~ Winning Strategies to Optimize Performance Max Campaigns and Drive B2C Revenue.