Why you need to lock in on your marketing for Christmas now

Christmas may feel far away, but if you want your festive marketing to deliver results, the time to plan is now, writes Loren Tomlinson.

We’ve all seen it.

The minute the Father’s Day clearance bins are rolled out, the Santa wrapping paper isn’t far behind. And while most business owners roll their eyes and think “not this already”, I’m here to tell you something slightly controversial: They’re not wrong… they’re just early in the wrong way.

Because while it’s absolutely too soon to start promoting Christmas products or running festive-themed campaigns – it is exactly the right time to start preparing for the busiest (and most profitable) time of the year.

The big mistake most businesses make

Each year, we see the same pattern. Businesses wait until November to start thinking about holiday marketing. Then they rush to create content, launch campaigns, and “turn the ads on”, all while juggling end-of-year admin, order fulfilment, and (for many) burnout.

The result?

• Increased ad costs
• Last-minute content that doesn’t convert
• Missed revenue from people who would’ve bought earlier, if they’d been nurtured properly

Marketing under pressure rarely delivers what it could have with a little more runway.

What you should be doing right now

Right now (in early spring) is the time to get strategic. Here’s what that might look like:

• Test your audiences: Use September and October to see which audience segments respond best to your content and offers.
• Refine your messaging: What kind of copy and creative is resonating? What’s getting clicks? What’s leading to purchases or bookings?
• Warm up your leads: Think about what your audience needs to hear before they’re ready to buy. You want them primed, not surprised.
• Align your ecosystem: Are your socials, emails, and ads working together to lead people somewhere? Or are they just existing side-by-side?

This is your chance to build data-backed confidence, so that when the real selling season arrives, you’re not guessing. You’re scaling what’s already working.

Why starting now = long-term wins

Starting early doesn’t just set you up for a successful December. It sets the tone for January and Q1, too.

You’re not just selling a product or service, you’re creating a memorable brand experience that carries over into the new year.

Think of it like this:

• A well-run Christmas campaign = end-of-year revenue.
• A strategic lead-up = new customers, warm audiences, and future sales.

It’s not just about the here and now. It’s about building marketing momentum that lasts.

What to do if you’re already feeling behind

First: you’re not. It’s still early enough to get organised, but the window is closing. This is the time to:

• Sit down and map out your Q4 content, offers, and campaigns
• Lock in support if you need it – from freelancers, agencies, or marketing teams
• Start tracking what’s working (and what isn’t) now, while the stakes are low

In summary, don’t wait for November to take your marketing seriously. Start now, so your Christmas campaigns work harder, and your new year starts stronger.