Your timeline for success

The most effective holiday campaigns start in September, then include additional phases over time. Here’s how to sequence your holiday strategy so you reach people throughout the entire season.

September–October

Launch and inspire

Budget: Prioritize your budget for awareness campaigns so you’re top of mind as people start planning.

Creative: You can start running holiday messaging now, but you don’t have to. Even an increased presence at this time will help set you up for seasonal success.

November

Shift into high gear

Budget: More people are ready to spend, so move more budget to conversion campaigns. Keep running awareness and consideration campaigns too, to start finding new prospects.

Creative: Start running holiday visuals for most (if not all) of your creative. Make sure you have strong CTAs so people can act now.

December–January

Stick the finish

Budget: You’ll still see lots of purchases in December, so make sure to keep spend up and focused on performance.

Creative: At this point, people are searching for utility and convenience. Feature last-minute sales and label your shipping cutoff dates. Include clear, effective CTAs to help them check off their shopping list.