How Can Small Businesses Succeed at Holiday Marketing?

For small businesses, the holiday marketing rush is nothing like what the big retail chains experience. While the giants blanket every channel with deals, local shops work within real budget limits. The old playbook—deep discounts, wall-to-wall ads, and quick sales—was never meant for businesses with a local address and loyal regulars.

Trying to compete dollar-for-dollar with a national brand is a losing battle. If you follow the corporate path, you’ll likely burn through your ad budget quickly with little to reward. Instead, more small businesses are leaning into their strengths: close ties with the community, honest relationships, and an understanding of what local folks want.

Key Points

• Small businesses should focus their marketing on what makes them unique instead of copying large retailers.
• Local connections and community engagement can drive real results during the holidays, even on a smaller budget.
• Planning ahead, using targeted online ads, and building customer relationships lead to greater holiday success.
• You can improve your holiday marketing by reviewing customer data and feedback to shape your offers and promotions.
• Consistent messaging and authentic storytelling help small businesses stand out during the busy holiday season.

Holiday Challenges for Small Businesses

Come December, all the usual challenges get turned up to eleven. Managing stock is a constant guessing game. You need more hands on deck, just as everyone’s asking for time off. Money gets tight when you’re expected to spend even more on marketing.

But the real fight is for attention. Many small businesses fall into the trap of trying to shout louder than the big-box stores, going all-in on flashy deals and running ads on busy digital platforms—only to get lost in the shuffle. But local businesses offer something national chains can't replicate: real community trust.

A smarter move? Stop trying to outspend the giants and use what makes your business special.

Why Do Advertising Costs Go Up Over the Holidays?

Ad costs on Google, Meta, and other big platforms shoot up during the holidays. If you’re running on tight margins, it can feel like the deck is stacked against you: higher prices for less visibility.

Instead of wrestling with major brands for the same audience, many small businesses have better luck closer to home. Local media—think community newspapers and neighborhood websites—can deliver a few important things:

• Targeted local reach so your ad lands in front of the people who can shop with you.
• A trusted environment where ads stand out, not get tuned out.
• A deeper sense of community—something an algorithm can’t manufacture.

So it’s not just “spending less”—it’s about getting your name seen where it actually matters. People who read the local paper or website aren’t just local—they’re invested in the community.

How Do Customer Habits Change During the Holiday Season?

Shoppers are worn out from a never-ending parade of sales. Black Friday is now a month-long event. Holiday headlines all sound the same, so making a real impression is tough.

But just because customers resist generic marketing doesn’t mean they don’t care. In fact, most people want to support local businesses. They’re just looking for a good reason—one beyond price. The companies making an impact are doing things like:

• Highlighting community impact. Remind customers that spending with you means supporting local jobs and causes.
• Being upfront about limitations. If you run out of a popular item, say so—most folks appreciate honesty.
• Telling real stories. Share how your store supports a local team, hosts a food drive, or gives back in other ways.

Instead of chasing the next discount, many small stores are building loyalty that lasts beyond the season.

Building Customer Loyalty After the Holidays

Many retailers treat the holidays as a finish line. But what you do now can set the stage for next year. January and February are tough for most shops, but you can keep your audience engaged if you’ve earned trust during the holidays.

Here are a few ways to keep the momentum going:

• Focus on retention by giving holiday buyers reasons to visit again, not just offering another quick deal.
• Grow your lists—turn the holiday rush into an opportunity to build your email or customer base for future outreach.
• Team up locally. Year-round, keep the goodwill alive by working with schools, charities, or neighborhood organizations.

The holidays should be about finishing strong and starting the new year with stronger ties to your community and customer base.

Why McClatchy Gives Small Businesses an Edge

Small businesses need more than advertising—they need partners who truly understand local challenges and opportunities. That’s where McClatchy’s local news and digital network come in. We focus on helping businesses reach the people who care about shopping local, cutting through the noise of national advertisers.

Instead of forcing small businesses to imitate huge corporations, we help them play to their strengths, using trusted local connections and authentic storytelling. The right ad on the right local platform does more than just sell a product. It tells your story to people who value small businesses.

Your choice of where to advertise could separate a strong season from a tough one. McClatchy’s local network puts your message in front of those most likely to support and shop with you.

Take the Next Step

Relying on old holiday marketing routines? That ship has sailed. The businesses that thrive during the holidays are the ones doing things differently—not bigger or flashier, just smarter. Play to your strengths: community trust, local know-how, and honest relationships. With McClatchy, you can put those traits to work, reaching people eager to buy local.

Contact McClatchy Media to find out how you can make your next holiday season count—on your terms.