5 Key Dates for Your Holiday Marketing Plan

A calendar guide to help you boost sales on Black Friday and beyond.

Illustration of a woman looking at a calendar
Portrait of Gavin

Posted by Gavin

• 2 min read

For small businesses, marketing for a holiday retail calendar can sound like a daunting—if not outright frightening—task. But it doesn’t have to be that way. In fact, there are plenty of options for small businesses trying to make a big impact during the holidays. In 2017, between Nov. 20 to the new year, Mailchimp customers sent more than 41 billion emails, generating $6 billion in online sales. With that in mind, we compiled this timeline of key shopping dates to remember.

Black Friday — Nov. 23

While Black Friday might make you think of crazed parents duking it out at the register at big box stores, for small businesses, it can be a gold mine. Last year, in the U.S. alone, shoppers spent $5 billion in 24 hours online. Whether you’re an experienced marketer or a Black Friday novice, here are a few tactics that’ll help.

Small Business Saturday — Nov. 24

Launched in 2010, Small Business Saturday is where the underdogs shine. In 2017, roughly 108 million customers spent $12.9 billion at independently owned businesses. Want to get more eyes on your goodies for the big day? Try advertising with Facebook ads using your Mailchimp data to create campaigns your current and potential customers will love. Wanna take it one step further? Try geo-targeting those ads to keep with the small, local spirit of SMBs.

Cyber Monday — Nov. 26

It’s the last-but-certainly-not-least of the post-Thanksgiving trifecta. Last year, customers spent $6.59 billion in 24 hours. Mobile sales reached $2 billion for the first time. Maybe this is the year you try our automations. In 2017, welcome automations were the most popular for Mailchimp customers during the holidays. Let them say hello to your new fans while you’re busy rushing around doing everything else.

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Super Saturday — Dec. 22

‘Twas the Saturday before Christmas and everyone was freaking out. The date also known as “Panic Saturday” saw an estimated 126 million customers spend money last year thanks to last-minute sales and extended store hours. Since folks are probably feeling overwhelmed by the whole gift-buying process, make it easy for them with product recommendations. Simply add the block to any email and we’ll automatically generate recommendations for your customers based on their shopping history.

New Years Day

The ball has dropped, the confetti has fallen, and now it’s time to plan. With a new year comes new challenges for you and your business. Try our 10 Resolutions That Mailchimp Can Help You Keep. Meanwhile, a lot of your customers are still taking advantage of holiday sales. To make sure they’re browsing your site, try our new postcards feature. Wish them a happy new year and remind them you’ve got great stuff for sale.