Holiday Marketing Starts in September

Here’s How to Get Ahead

Pumpkin spice may be hitting menus, but if you’re a business owner in the Capital Region of New York or Sarasota, Florida, September isn’t just about cozy lattes. It’s the month to start planning your holiday sales and marketing strategy.

Why? Because waiting until November to figure out how you’re going to stand out during the busiest shopping season of the year is basically like showing up to Thanksgiving dinner empty-handed. Awkward, stressful, and avoidable.

Why September Is Holiday Planning Season

1. Competition Gets Fierce

The holiday season is the Super Bowl of business. Shoppers are flooded with options, promotions, and ads. If you’re not prepared early, your competitors will outshine you before you even get in the game.

2. Consumers Start Early

Black Friday may be the “official” start of holiday shopping, but trends show buyers are browsing, and spending, well before November. That means if you’re waiting to plan, you’re already behind.

3. You Need Time to Test & Adjust

Strong campaigns don’t happen overnight. September gives you time to test messaging, creative, and offers so you know what resonates before peak season.

Steps to Plan Your Holiday Marketing Strategy

Step 1: Audit Your Current Marketing

What worked last year? What flopped? Look at your website, social media, and ad performance to identify gaps. (Pro tip: we offer free marketing audits to make this part painless.)

Step 2: Define Your Holiday Goals

Do you want to increase foot traffic? Grow online sales? Boost brand awareness? Clear goals shape smarter campaigns.

Step 3: Plan Your Promotions Now

Map out Black Friday, Small Business Saturday, Cyber Monday, and December promotions now. This ensures your messaging is consistent and your graphics, emails, and ads are ready to go.

Step 4: Create Holiday Content in Advance

Batch your holiday content in September. From social media to email campaigns, having everything scheduled will save you from December meltdowns.

Step 5: Leverage Local SEO

If you’re in Albany, Clifton Park, Saratoga, or Sarasota, make sure you’re ranking for “holiday gifts near me” or “local holiday shopping [your city].” Local SEO is key for driving both foot traffic and online sales.

Step 6: Use Influencers & Partnerships

September is the time to line up influencer collabs or cross-promotions with other local businesses. These take time to coordinate, so the earlier you start, the better.

Why Local Businesses Need This

• Capital Region NY: Holiday markets, downtown shopping, and winter tourism bring huge opportunity, but only if you’re visible.

• Sarasota FL: With snowbirds returning and tourists flooding in, the holidays are one of the biggest revenue drivers of the year. Getting ahead ensures you’re top of mind.

Ready to Plan Like a Pro?

Don’t wait until the last minute. September is your chance to create a holiday marketing strategy that actually works, without the panic.

Book your FREE marketing audit with Wave Marketing Co. today and we’ll help you plan promotions, content, and campaigns that set you up for holiday success.

📍 Serving businesses in Albany, Saratoga, Clifton Park, and Sarasota, FL.