The Biggest Holiday Marketing Mistakes (and How to Avoid Them)
The holiday season can be a huge opportunity for businesses, but it’s also when marketing mistakes happen most often. Tight deadlines, rising competition, and last-minute planning can quickly turn festive campaigns into missed opportunities.
At TLH Marketing, we’ve seen the same holiday marketing missteps crop up year after year. The good news? Most of them are completely avoidable. Here are the biggest holiday marketing mistakes and exactly how to avoid them.
1. Leaving Holiday Campaigns Too Late
One of the most common holiday marketing mistakes is starting too close to the festive rush.
Why It’s a Problem
Ad costs rise as competition increases
Creative feels rushed and inconsistent
Customers have already made buying decisions
How to Avoid It
Plan holiday campaigns at least 8–10 weeks in advance
Create a clear content and promotion calendar
Launch early-bird offers to capture early shoppers
Early planning leads to calmer execution, and better results.
2. Focusing Only on Discounts
While sales matter during the holidays, relying solely on discounts can hurt your brand and margins.
Why It’s a Problem
Trains customers to wait for sales
Reduces perceived value
Attracts price-driven buyers only
How to Avoid It
Promote bundles, gift sets, or exclusive offers
Highlight value, benefits, and experience—not just price
Use storytelling to create emotional connections
Festive marketing is about meaning, not just markdowns.
3. Ignoring Mobile Optimisation
Holiday shoppers are browsing on the go, often from their phones while multitasking.
Why It’s a Problem
Slow pages increase bounce rates
Poor mobile UX kills conversions
Emails and ads may not display properly
How to Avoid It
Optimise landing pages for mobile speed
Test emails and ads across devices
Simplify checkout and navigation
If it’s hard to buy on mobile, shoppers won’t wait.
4. Sending Generic Holiday Messaging
One-size-fits-all messaging doesn’t resonate during a highly emotional season.
Why It’s a Problem
Feels impersonal and forgettable
Gets lost in crowded inboxes
Fails to connect with buyer intent
How to Avoid It
Segment email lists by behaviour or interest
Personalise subject lines and offers
Create targeted messaging for different audiences
Relevance is what cuts through festive noise.
5. Forgetting About Post-Holiday Marketing
Many brands disappear after Christmas Day, missing a huge opportunity.
Why It’s a Problem
Ignores gift card redemptions
Misses New Year purchasing intent
Wastes newly acquired customer attention
How to Avoid It
Plan post-holiday and New Year campaigns
Create follow-up email sequences
Retarget holiday shoppers with relevant offers
The holidays don’t end on 25th December.
6. Overloading Customers With Emails & Ads
More marketing doesn’t always mean better marketing.
Why It’s a Problem
Causes email fatigue and unsubscribes
Reduces engagement and trust
Can damage brand perception
How to Avoid It
Focus on quality over quantity
Space out email campaigns strategically
Ensure every message delivers clear value
Smart frequency beats constant noise.
7. Not Tracking Performance in Real Time
Waiting until January to review performance means missed optimisation opportunities.
Why It’s a Problem
Underperforming ads keep running
Budgets aren’t used efficiently
You miss chances to improve results mid-campaign
How to Avoid It
Monitor KPIs daily during peak periods
Adjust creatives, copy, and targeting quickly
Use insights to optimise before it’s too late
Agile marketing wins during the holidays.
Final Thoughts: Avoid the Stress, Not the Season
Holiday marketing should feel exciting, not overwhelming. By avoiding these common mistakes and planning with intention, businesses can create festive campaigns that connect, convert, and build long-term loyalty.
At TLH Marketing, we help brands plan, execute, and optimise holiday campaigns that perform, without the last-minute panic.
If you’d like support with:
🎄 Holiday campaign planning
📧 Festive email marketing
📊 Real-time performance optimisation
🎁 Post-holiday retention strategies
We’re here to help you make this season a success.
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