2024 Holiday Hustle: Prep Like a Pro for Seasonal Sales

As a handmade business owner, you know that the unique charm of your products can capture the hearts of customers, especially during seasonal peaks and holiday festivities. However, tapping into these lucrative periods of seasonal sales requires more than just passion—it demands preparation and strategy.

Here’s your guide to effectively planning for the upcoming seasonal and holiday promotions in 2024.

Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.

Understand the Calendar of Opportunities for Seasonal Sales

Start by marking out the major 2024 holidays and seasonal events on your calendar. Think beyond the big players like Christmas and Halloween.

Include occasions like Mother’s Day, Father’s Day, back-to-school season, and even less traditional shopping holidays like Small Business Saturday.

Don’t forget life events that happen during seasons, such as first communions, confirmations and weddings.

Analyze Past Sales Data

Look back at your sales data from previous years to identify which products were hits during similar seasons. Notice any patterns? 

Perhaps certain colors or themes sold better during specific holidays. Use this data to forecast your inventory needs and to fine-tune your product offerings.

If this is your first year selling your handmade products, you won’t have seasonal sales from the past to review, but that’s okay. Just be sure to maintain records of what sells this year so you can use that information in the future.

Create Unique Offerings

Seasonal and holiday promotions are perfect times to introduce limited edition products. These can be variations of your best sellers tailored to specific holidays, such as adding holiday-themed packaging or creating custom gift sets.

Thinking about these items now gives you the time you need to obtain special packaging or materials.

Also, limited runs can create a sense of urgency and boost sales. Think about how you can create special collections that are specific to certain holidays or seasons.

Get more ideas on unique ways to increase your sales here:

Unique Ways to Increase Sales (Without Driving More Traffic)

Early Bird Promotions

Consider launching your promotions early. For example, Mother’s Day promotions should start in early April. Start your Christmas advertising in late October. 

Early promotions can capture the early bird shoppers and spread out your sales peak, reducing pressure on your production and fulfillment systems.

I know it feels obnoxious, but think about how long it takes you to make your items and ship them – promoting early gives your customers time to receive your product in time.

Leverage Social Media and Email Marketing

Social media platforms and email newsletters are your best friends when it comes to promotional activities. 

I teach my students the benefits of a content calendar that aligns with your promotional strategy. Building your calendar a few months out gives you the foresight to build a fun, engaging promotional effort.

Share behind-the-scenes content, sneak peeks of upcoming products, and special offers. Engage with your audience through polls and contests to keep them excited and involved.

Your email list is the hottest form of marketing – because you truly own it. Facebook could shut down tomorrow, but you will still have your list. Use it wisely! Set up your emails (using a provider like Klaviyo) to ensure you speak to your customers regularly. 

Being consistent with your emails means that when you do send a promotional email for a seasonal product, your customers will be expecting to hear from you and will be more likely to read about it.

Collaborate and Cross-Promote Seasonal Sales

Reach out to other handmade business owners for cross-promotions or collaborations. This can expand your reach and introduce your products to new customers. 

Collaboration can be as simple as a social media shoutout exchange or as involved as creating a joint product line.

Consider building an interactive shopping guide that you and other artisans contribute to – gift guides are a great way to get the word out about your products. If everyone involved shares the guide, you get the benefits of being seen by their audiences as well as your own!

Reflect and Adjust

After each holiday or season, take the time to reflect on what went well and what could be improved. 

Gather customer feedback through surveys or direct communication to refine your approach for the next event.

One of the best ways to improve your sales is to review what worked and didn’t work for you in the past. This is not a judgment, but rather a way to use hard data in order to improve in the future.

Holiday Hustle: Prep Like a Pro for Seasonal Sales

Seasonal and holiday promotions are not just about boosting sales—they’re opportunities to grow your brand and create lasting relationships with your customers. With the right preparation, you can make the most of each season and ensure that your handmade business thrives. Here’s to a successful and joyful remainder of 2024!

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If you want to grab hold of your marketing for 2024 and clear a path for your business, consider my course, The Marketing School for Makers! It is the A to Z guide to mastering your marketing. This May will be the last live class I’ll be offering before the course becomes self-paced. Get in now and by the end of 2024 you can be a sales superstar!