Tips to boost festive marketing for UK small businesses

As the festive season approaches, many SMEs in the UK are seeking ways to stand out amongst larger competitors during the busy retail period.

A survey involving 5,000 people globally indicated that 80% of UK consumers intend to shop with a small business they have not previously patronised this Christmas. This growing support reflects the increasing opportunity for SMEs to capture holiday shoppers.

Erika Robinson, UK General Manager at Constant Contact, offers four suggestions for British SMEs to enhance their festive marketing strategies.

Robinson advises that harnessing the power of social media is crucial as the holidays approach. "Maximising your use of social media is a must as the holidays draw closer. It provides the ideal opportunity to be playful, fun and embrace the spirit of the season while maintaining visibility with your ideal customers," she states.

She notes that creating engaging content helps keep a business at the forefront of customers' minds. Such content could include product promotions, seasonal hashtags, behind-the-scenes content, or festive giveaways and contests.

Robinson also highlights the importance of scheduling posts in advance using dedicated platforms. "Scheduling posts ahead of time through a dedicated platform is a great way to ensure that content is timely and reaches your desired audience, while also freeing you up to do what you do best in your business," she explains.

The second strategy emphasises the potential of collaboration and co-creation. According to Robinson, "Being an SME is truly a superpower, thanks to the ability to adapt quickly and easily collaborate with other like-minded independent businesses and influencers. Christmas is an ideal time to combine your efforts with other small brands that are aligned with your values and purpose."

She explains that collaboration can help SMEs access new customer bases and enhance brand visibility. "As well as combining your brand power, collaboration with other small businesses enables you to tap into each other's customer bases, spreading the word about your brand to a whole new audience," Robinson adds.

Engaging with influencers is also recommended as a method to increase brand visibility. Robinson suggests, "Reaching out to influencers for sponsored posts or sending them curated festive gift packages can be an easy way to get on the radar of a whole new group of potential customers."

A third vital area is the utilisation of email marketing. Robinson notes, "The festive period is one time of year where email campaigns can really shine - you can bet your best competitors will be all over their email marketing - and be the difference between sales slumps and seasonal success."

She advises SMEs to produce holiday-themed newsletters and solus e-shots to highlight products, offer discounts, and extend seasonal greetings to their customers.

Robinson points out that segmenting mailing lists based on demographics and purchase history allows for more personalised deals, potentially boosting engagement and conversion rates. "Using a dedicated email marketing platform can enable you to create segmented lists based on demographic and previous customer purchase history. This allows you to offer personalised and tailored deals, which can increase engagement and conversion rates," she elaborates.

Finally, building community through both physical and virtual experiences is crucial, according to Robinson. Entrepreneurs should consider creating pop-up stores to provide a unique and festive experience.

"A pop-up store, whether in a local community venue or at an online event, boosts visibility and gives customers the opportunity to experience your products in a festive and limited-time setting in a uniquely personal, direct, and accessible way," says Robinson.

With strategic investment in marketing and creative brand awareness efforts, UK SMEs have the opportunity to navigate the festive period successfully.