November 13, 2025 • Nicole Sherwood, Marketing Coordinator
The Naughty and Nice List of Holiday Marketing
Your guide to better holiday marketing – what to skip and what to start
The holiday season is a great time to connect with your customers. But going in without a plan can leave you with coal in your stocking. This Target Tip breaks down the naughty list of common holiday marketing mistakes and pairs each with a nice list fix to help you finish the year strong.
Naughty List: One-Size-Fits-All Offers
A common mistake businesses make during the holidays is sending out one-size-fits-all offers to their entire audience. This approach often falls flat because not every customer finds value in the same deal. For example, a “20% off family meal” might appeal to parents but do little for single customers or couples who order small portions.
Nice List: Tailor Your Campaigns to Your Audience
When you tailor offers for specific audience segments, you show customers that you understand and value them. Segmenting by behavior, demographics, and purchase history helps you deliver offers that are more relevant and more likely to convert. Try offering exclusive rewards to loyal customers or targeted discounts to high-potential buyers.
Naughty List: Discount-Only Mindset
Many businesses assume the only way to win customers during the holidays is through discounts. While price cuts can grab attention, relying solely on them can erode profits and fail to build lasting loyalty. When everyone is running sales it’s easy to blend into the background.
Nice List: Create Value Beyond Price
Differentiate your business by offering something more meaningful than just a lower price. Perks like early access to new products or menu items, personalized recommendations, or a heartfelt thank-you card to loyal customers make your brand stand out and strengthen relationships long after the holidays end.
Naughty List: Lack of Promotion and Engagement
Creating a great offer is only half the battle. Promoting it effectively is what drives results. Whether your main channel is direct mail, email, social media, or digital ads, neglecting others means missing potential customers. Another common mistake? Failing to engage with customers directly, both in-person and online, during this busy season.
Nice List: Promote Across Multiple Channels
A multi-channel marketing approach keeps your business visible and accessible wherever your audience is. Staying active on social media is one of the simplest, most cost-effective ways to do this. In fact, 50% of shoppers say a business’ social media presence influences whether they’ll do business with them during the holidays. Respond to comments, share behind-the-scenes moments, and encourage user-generated content to boost engagement and visibility.
Naughty List: Starting Too Late (or Stopping Too Soon)
Timing can make or break a holiday campaign. This year, 45% of shoppers are making holiday purchases before November. And fewer than one in five will wait until Black Friday or later to begin their holiday shopping. If your business isn’t in front of shoppers before they start deciding where to buy, even the best offer might be overlooked. It’s also a mistake to pack up your holiday marketing right after the big day. Post-holiday engagement is a golden opportunity to strengthen customer loyalty.
Nice List: Starting Early and Staying Engaged
With so much competition for attention, early preparation gives you a major advantage. Launch your holiday campaign before your audience is overwhelmed with promotions from others, and keep the conversation going afterward. Sending thank-you cards, asking for feedback, or offering a New Year’s promotion can help your business stay top of mind long after the wrapping paper’s gone.
Naughty List: Single-Holiday Marketing
While Christmas may be the biggest holiday this season, it’s not the only one your customers celebrate. Focusing exclusively on Christmas themes can make your brand feel less relatable to those who celebrate other holidays or simply prefer more general seasonal messaging.
Nice List: Holiday Messaging for All
You can absolutely spread Christmas cheer. Just make sure your overall marketing reflects the broader spirit of the season. Blend Christmas-specific promotions with “holiday” or “winter” messaging so everyone feels welcomed. A thoughtful, balanced approach shows awareness and keeps your brand on everyone’s nice list.
By avoiding the “naughty list” mistakes and focusing on strategies that make your audience feel seen and appreciated, your business can make the most of the season and set the stage for a successful new year.
Need help crafting a campaign that gets you on the nice list?
Let’s make your holiday marketing shine!
