Holiday Marketing Checklist: Your Schedule for the Season of Sales

by Sloane Middleton Mann

It’s the most wonderful time of the year—especially if you’re selling unique, one-of-a-kind, and easily giftable items. The holidays have the potential to break your sales records from the entire rest of the year. But with great opportunity comes the potential for overwhelm. If you’re a vintage seller who’s often wearing all the hats, you know how easy it is for the days to slip by until you find yourself at the Thanksgiving table without a single Black Friday plan.

Stop what you’re doing, clear your day, and sit down with this article—it’s time to make a plan. This isn’t another list of tips that ultimately adds more to your plate. It’s a strategic checklist to help you prioritize what matters most: driving visibility, increasing sales, and protecting your time.

1. October–Early November: Prep Your Shop for Gifting Season
Before you start posting or promoting without a plan, make sure your offerings are ready to sell and gift.

☐ Curate Your Holiday-Friendly Inventory
Pull out pieces that make great gifts: small decor, accessories, jewelry, barware, statement glass, or holiday-specific items. Clothing is highly giftable too—as long as it’s not size-reliant. Think dresses, T-shirts, or sweaters before pants or shoes. Put yourself in your customer’s shoes: Would I buy this for someone else? Would I want to receive this?

☐ Group by Price Point
Holiday shoppers love to stick to their budgets (especially in this economy). Guide them through a frictionless shopping experience by curating collections by price on your website or n-store. Use signage or headlines like “Perfect Under $100” or “Gift-Worthy Vintage.”

☐ Create Simple Gift Bundles
Pair complementary items: candle holders + matches, bar set + vintage glasses. The less thought your customer has to put into a gift, the faster they move to checkout.

☐ Update Key Brand Touchpoints
Add seasonal messaging to all of your platforms: your Instagram bio, Linktree, banners, or in-store signage. It’s an easy way to keep customers in a holiday-shopping mindset as they interact with your brand.

☐ Build Your Holiday Content Plan
Scheduling when you’ll shoot and post content is key to reducing stress. Map out 3-4 weekly themes or promotions you can build around, such as:

• “Don’t forget to gift the hostess.”
• “If someone in your life loves [insert trending show], get them this.”
• “Here’s what your mom actually wants for Christmas.”
• “What’s trending vs. the vintage version.”
  

2. Mid-November–Black Friday: Push for Online Sales
This is the time to be extremely online. Shipping is still reliable, and shoppers haven’t yet blown their budgets. Squash those Amazon add-to-carts before they even materialize.

☐ Capture (Pre-Planned and Orchestrated) Holiday Cheer
Don’t wait to “feel inspired.” Follow your content plan and execute it. Consistency is your best friend this season—and your future self will thank you for it.

☐ Repurpose Strategically
One great idea can become a grid post, a Reel, an email feature, and a story. You don’t need more ideas—you need more mileage from the good ones. Only a fraction of your followers will see any given post, so repetition breeds familiarity (and sales).

☐ Consider Advertising Spend
Sometimes, you really do have to spend money to make money. Advertising ensures there are always eyes on your shop—and investing money instead of endless hours online can be worth every penny.

☐ Send an Email (Yes, Even Just One!)
Email may feel like a “later” project, but it’s a powerful, low-effort tool. Those who engage with your email marketing are far more likely to convert than social media followers. Why? Because they chose to open your message—meaning they’re already one step closer to buying.

3. Small Business Saturday–Christmas:
☐ Make In-Person Selling Count
If you’re doing pop-ups, markets, or running a shop, use every inch of your setup to convert browsers into buyers. Everyone’s in the mood to spend—make sure your setup helps them do it.

☐ Make It Easy to Shop
By now, your customers are overwhelmed—with plans, budgets, and other stores competing for their attention. Organize by price, display ready-to-gift bundles, and use signage to guide their decision-making. The easier the process, the quicker the sale.

☐ Make It Easy to Check Out
Please don’t make your customers complete their purchase through Instagram DMs. Use a point-of-sale system or online listings so checkout is smooth and professional. For
in-person events, display QR codes for Venmo, PayPal, or credit card payment options. A fast checkout means more sales and less stress.

☐ Make It Easy to Connect With You
Personal connection matters—but digital connection ensures longevity. Make it easy for customers to follow your socials, tag your account, or join your email list. These small details turn quick interactions into lasting relationships.

4. All Season Long: Find Time to Breathe
☐ Consistency Before Chaos
The goal of this checklist isn’t just strong sales—it’s peace of mind. The more you schedule in advance, the more time you’ll find to rest. Remember: it’s okay to take time off, make mistakes, and give yourself grace. Build your business with consistency,
not chaos.

Final Thought:
The holidays aren’t about perfection—they’re about presence. Show up for your audience in a way that works for you, and use this checklist as your anchor when the season gets hectic.
If you need help marketing this holiday season, reach out to Business of Vintage. We offer strategies and ad planning to help vintage shops make this holiday their best season yet.
Listen to the new Business of Vintage Podcast on Spotify and Apple Podcasts to hear how other vintage and antique businesses thrive and grow.

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