If you’re a small business owner heading into the holiday season, you already know what’s coming: long days, endless to-do lists, and the pressure to “keep up” online while also keeping your business running in real life.
And honestly? Competing with big brands during this time can feel impossible. They’ve got huge budgets, big teams, and entire departments dedicated to holiday marketing.
But here’s the truth no one really says out loud: small businesses absolutely CAN compete online during the holidays, just not the same way the big guys do. And that’s actually a good thing.
You don’t need a million-dollar marketing budget. You need the right moves at the right time.
Here’s what actually works (and what I see small businesses succeed with every single year):
Focus On What Makes Your Different
Big companies feel… well, big. Polished. Corporate. Predictable.
With a small business, YOU have the advantage of being human. You can:
- Tell your story
- Show your team
- Share behind-the-scenes moments
- Talk like a real person (not a brand robot)
During the holidays, people actively look for local & independent businesses to support. Give them a reason to choose you.
Stay Active on Social (Even If You’re Busy)
Quick reality check: you don’t need to post every day or produce Hollywood-level videos.
But you do need to show up.
Even simple posts work:
- “Here’s how we’re prepping for the holidays”
- “Our best-selling items right now”
- “Gift ideas under $25”
- “Meet our team member who keeps us sane during holiday madness”
People love seeing a real business doing real things during a busy season.
💡 Pro Tip: Create content in batches so you’re not scrambling at the last minute.
Make Sure Your Website Is Fast, Functional, and Updated
A slow or clunky website is one of the fastest ways to lose holiday shoppers – especially mobile users.
Before traffic picks up, make sure your site is:
- Fast (aim for under 2–3 seconds load time)
- Secure (SSL certificate active)
- Clear on shipping, hours, or holiday closures
- Easy to navigate
- Updated with your latest offerings
If you have holiday promotions or special products, make sure they’re easy to find.
These small improvements can significantly increase conversions.
Use Email Marketing to Stay Top-of-Mind
Email marketing is honestly one of the best tools small businesses have during the holidays. It’s inexpensive, it doesn’t rely on ever-changing social media algorithms, and your message goes straight to the people who already want to hear from you.
A simple holiday announcement, a quick note about what’s new this season, an early-access offer, or even a heartfelt “thank you for supporting us” email can make a real impact.
People check their inboxes constantly during the holidays – give them something valuable to open.
Leverage Local SEO to Capture Nearby Shoppers
When the holiday rush kicks in, people start Googling things like “gift shops near me,” “last-minute gifts,” or “local bakeries open today.” If your Google Business Profile isn’t updated, you’re basically handing those customers to someone else.
Make sure your hours, holiday closures, photos, and basic info are accurate. And take a moment to post a quick update or two. Google rewards active profiles, and those small touches help you show up when shoppers nearby are looking for exactly what you offer.
A few fresh reviews this time of year can also give you a nice boost.
This is one of the easiest (and most overlooked) ways for small businesses to stand out online.
Engage With Your Customers
One of the biggest advantages small businesses have over large brands is the ability to genuinely connect with customers.
Take a few minutes each day to respond to comments, answer questions, and acknowledge the people who tag or mention you. Share their photos, thank them publicly, and let them know you appreciate their support.
These interactions may seem small, but they build real relationships, and during the holidays, that personal touch goes a long way.
Make the Customer Experience Feel Personal
Small businesses don’t have to compete on massive discounts – you can win with thoughtful touches that big brands simply can’t replicate.
Things like offering gift wrapping, adding a handwritten thank-you note, or accommodating local delivery make customers feel genuinely appreciated. Even curating a few gift bundles or sharing personalized recommendations can make holiday shopping easier and more meaningful.
These little details stand out in a season where people are craving connection just as much as convenience.
Final Thoughts: You Can Compete
The holiday season is your chance to reach new customers, deepen connections, and set yourself up for a strong new year.
You don’t need a giant budget – you just need to show up consistently, deliver value, and lean into what makes your business unique.
And if you need support with your holiday marketing, website updates, SEO, ads, or planning for the new year, our team at webFEAT Complete is here to help.
Get in touch with our expert team today: https://webfeatcomplete.com/quote-request/