Practical and Simple Social Media Marketing Tips for Small Businesses
As we draw nearer to Christmas, all small business owners, whether you’re running a garden centre, a gift shop or an eCommerce site, have a golden opportunity to harness the power of social media. Christmas is a crucial period for retailers, and with statistics showing that over 50% of UK social media users are likely to share or mention their Christmas purchases online, your social media presence will be key in boosting sales. Additionally, seasonal content typically outperforms generalised content, with the Institute of Practitioners in Advertising (IPA) stating that 37% of consumers want brands to post festive content around Christmas, so it’s a great time to connect with your audience.
For businesses looking to stand out during the Christmas rush, especially if you’re selling luxury chocolate, focusing on a solid Christmas social media campaign is essential. The best part? Social media marketing is free, easy to track, and with a bit of planning, it can deliver outstanding results. You can test different content and see what resonates with your audience without a huge upfront investment.
Here’s how to set yourself up for a successful Christmas campaign and drive sales effectively this year.
Plan Ahead and Start Early!
One of the key secrets to social media success over the festive period is starting early. Don’t wait until December to begin your Christmas campaign. Around 53 percent of Christmas shoppers state that they tend to start purchasing gifts before December. Start teasing your products and special offers as early as mid-November. Not only does this build anticipation, but it also allows your audience to plan their purchases. In your posts, you can shout about:
- Delivery Guarantees: Emphasise your ability to guarantee delivery times, especially with the urgency that comes with Christmas shopping. Shoppers are often worried about gifts arriving on time, so promoting a reliable and timely delivery service builds trust and motivates them to purchase from you. This reassurance can be a deciding factor, especially in the final weeks leading up to Christmas. Use phrases like “Order now and receive it before Christmas” to drive urgency.
- Stock Availability and Special Offers: Showcase the number of bars, bundles, and special offers you have available. Whether it’s exclusive holiday bundles or limited-edition festive products, letting customers know that stock is ready to go creates a sense of abundance and availability. If certain items are popular or limited in quantity, adding a “limited stock available” note can drive further urgency. Highlight your promotions like “Buy one, get one free” or “20% off all Christmas bundles” to encourage immediate purchases.
- Gift Guide and New Festive Flavours: Craft a detailed gift guide to help shoppers discover the perfect gift for their loved ones. This could be a post or series of posts highlighting different categories of gifts, such as “Best Gifts for Chocolate Lovers” or “Unique Stocking Stuffers.” Be sure to spotlight any new festive flavours or products that have been introduced specifically for the season.
Creating a content calendar for your Christmas social media posts is a no brainer. You can align your promotions and offers with key holiday dates like Black Friday, Cyber Monday, and Small Business Saturday, a Countdown to the number of days until Christmas and Boxing Day Sales. Planning early also gives you time to experiment with different types of content, whether it’s videos, photos or stories, so you can figure out what performs best in advance.
The Rise of the Nano Influencer
In recent years, the influencer marketing landscape has shifted from big-name celebrities to nano influencers- those with 1,000 to 10,000 followers. These influencers often have a highly engaged, niche audience, which makes them ideal for small businesses. They are much more affordable than big influencers and often work with brands in exchange for free products or a small fee.
Over the festive season, partnering with nano influencers who are foodies, gift lovers or Christmas enthusiasts can give your products an authentic and trusted endorsement. If you own a gift shop, you can partner with local influencers who focus on lifestyle, home decor or sustainable living. Don’t forget to ensure the influencer’s audience aligns with your target market.
Lean into Festive Hashtags
Hashtags are a great way to increase your content’s visibility on platforms like Instagram and X, formerly known as Twitter. During the Christmas season, using the right hashtags can help you reach more potential customers who are actively looking for Christmas gifts and ideas.
Here are some examples to get you started:
- #ChristmasGifts
- #FestiveFlavors (for seasonal food items)
- #GiftsForHim #GiftsForHer
- #SecretSanta
- #StockingStuffers
Tailor your hashtags to match your products and audience. For example, if you sell luxury chocolates, use hashtags like #GourmetChocolates or #LuxuryGifts. Make sure to combine popular festive hashtags with more niche ones related to your business, which increases your chances of being discovered by the right people.
Reposting Happy Customers’ Posts
User-generated content (UGC) is an excellent way to build trust and authenticity for your brand, especially during Christmas. This content, created directly by your customers, could be anything from photos of them enjoying your products to reviews or even ‘unboxing’ videos.
Run a simple Christmas campaign, reposting your customers content relating to their favourite chocolates or gift boxes, using a specific hashtag like #ChocAffairChristmas. It could be a series of multiple posts, or a collage of happy customers’ content over the course of the previous year.
Advertising Works… But You’ll Need a Budget!
While organic content is great, don’t be afraid to allocate some budget for paid ads to amplify your Christmas campaign. Global Web Index (GWI) reports that 31% of internet users come across brands and their products on search engines, and 27% find them on social media ads. Facebook and Instagram Ads can help you target specific demographics and reach a larger audience during this peak shopping period.
Start by setting a daily or overall campaign budget that you’re comfortable with. You can run highly targeted ads by focusing on location, interests (like “Christmas shopping” or “luxury chocolates”), or behaviours (like “online shoppers”). Consider running carousel ads that showcase your best products or retarget people who have visited your website but didn’t complete a purchase.
Videos – A Must for Engagement
You may already be making and running short video reels on Facebook and Instagram, but have you given them a ‘festive edge’? Whether it’s a behind-the-scenes video showing the latest arrival of your seasonal chocolate bars, taste-testing new festive flavours, or having fun incorporating autumn/winter chocolate products into traditional recipes, videos allow you to engage with your audience in a visually captivating way.
UK-based video production expert Wyzowl reports that around 91% of shoppers watch explainer videos to learn more about a product or service, and 82% have been persuaded to make a purchase after watching a video.
Instagram Reels, TikTok, and especially YouTube Shorts are great platforms to post short, punchy videos that highlight your products. You can also do live videos, where you unwrap Christmas gift boxes or showcase limited-edition holiday items. Don’t forget to add some festive music and captions to make your content more engaging!
Run Some Games and Competitions – But Easy Ones!
A fun and interactive way to engage your audience during the Christmas season is by incorporating easy-to-play games into your social media campaign. These games can be as simple as a “Spot the chocolate bar” nestled amongst your stock, or a “Guess the Flavor” challenge featuring new chocolate flavours.
Gamified content encourages users to spend more time on your posts, boosting engagement. You can also offer small incentives like a discount code or free shipping to participants. The key is to keep it very simple and festive, ensuring that your games enhance the festive spirit while promoting your products.
Maximising Sales Success with Strategic Social Media Christmas Campaigns Ideas
By planning ahead and implementing these practical social media strategies, small businesses can make the most of the festive season. From promoting delivery guarantees to engaging customers through festive content and influencer partnerships, a well-executed Christmas social media marketing campaign will boost visibility, build customer loyalty and ultimately drive sales success.
Partnering with Choc Affair for Christmas
When you partner with Choc Affair as a trade partner, you’re not just getting high-quality, ethically made chocolates to stock in your store – you’re also gaining access to our marketing support folder, bursting with ready-made social media posts to help you promote Choc Affair products. We provide everything from product images to suggested captions and social media post ideas, helping to make your campaign even easier to implement.
And, with our extensive experience in delivering over the Christmas period, we understand the importance of getting your products in front of customers at the right time and in the right way.