December is one of the busiest times of year for everyone. Businesses in every industry are competing to be noticed, often launching holiday campaigns in hopes of gaining attention, generating buzz, or closing the year on a high note.
But here’s the truth: everyone is doing something. And sometimes, the only way to get attention is to make sure you’re standing out.
As you’re thinking through your holiday PR strategies, it’s important to know what works, what doesn’t, and how to avoid wasting time or budget during such a saturated season. Below, we’re breaking down the right and wrong ways to approach holiday visibility, with some of our go-to December tips to guide your planning.
DO: Plan Early (And Launch Even Earlier)
One of the most common mistakes we see is businesses waiting too long. Media outlets, influencers, and most importantly, customers plan for the holidays. If you’re not announcing your campaign until mid-November or later, you’re already too late.
For best results, start planning your holiday PR campaigns in late summer or early fall, and go live shortly after Halloween (some even choose to announce before Halloween). That window in early November is when interest is high and inboxes haven’t yet been flooded, which allows for more eyes on your campaign.
DON’T: Assume Holiday = Instant Visibility
It’s easy to think, “It’s the holidays, of course people will care!” But the reality is, everyone from national brands to local businesses is pushing out promotions, campaigns, and content. Simply doing something seasonal isn’t enough anymore.
Whether you’re running a promotion, launching a new product, or hosting an event, the idea MUST stand out. This time of year, people’s schedules are jam-packed, and people are spending money on everything from travel to holiday gifts and decor, and more. Be honest with yourself and make sure that what you’re planning is something people would consider taking their time and spending their money to see. Otherwise, you’re better off saving your resources for a time when you can own the spotlight.
DO: Go Big – Or Consider Sitting It Out
Here’s the hard truth: the holidays are not the time for half-measures. A modest discount or a generic event isn’t going to break through the noise in December. If you’re going to invest time and budget in a campaign, it needs to demand attention.
Instead of playing it safe, think bold:
- Host a standout event: This can be something experiential, surprising, or high-impact that gets people talking (and sharing).
- Offer a real incentive: Unfortunately, 10% off isn’t going to cut it during the holiday season. Try offering discounts and deals that make it impossible for customers to say no.
- Launch a large-scale giveback initiative: Whether it’s a major donation, a matched fundraising campaign, or rallying your audience to support a cause uniquely, consumers love to see companies giving back during the holiday season.
DON’T: Copy and Paste Last Year’s Strategy
If your holiday plan looks exactly like it did last December, it’s time to reassess. Consumers, media, and even your team are looking for something new. While everyone loves an annual event, the most effective way to get people to continue to come back year after year is by adding to or refreshing the experience.
DO: Align Your Team and Channels
Whether you’re working with an agency or managing outreach in-house, your holiday PR strategies should be aligned across departments and platforms. Marketing, sales, customer service, and social teams should all know what’s launching and when. A cohesive plan ensures a stronger impact and a smoother experience for your audience.
So…is it worth it?
Holiday campaigns take time, energy, and investment. That doesn’t mean you shouldn’t do them, but it does mean they need to be intentional and distinctive. Before diving in, ask yourself:
- Does this idea stand out in a crowded market?
- Are we launching early enough?
- Does this strategy reinforce what we want to be known for?
The reality is…if you can’t commit to doing something big, you may be better off waiting until the noise dies down. Holiday PR strategies should make people stop and pay attention, or they risk getting lost entirely.
If you’re planning something big (or want to) for the holiday season and need a little extra help, let’s connect.
