Every brand is shouting about a sale.
“20% off! 30% off! Free shipping!” It’s the same noise every year.
Discounts can work, but they can often hurt small businesses more than they help. You don’t need to race to the bottom on price to win holiday customers – you just need to get creative.
If you’ve read our earlier guides like Is Your Site Ready for the Holiday Shopping Season? or How to Prepare Your Website for Traffic Surges (Without Breaking a Sweat), you already know how to prep your site for the rush. Now it’s time to go beyond logistics and focus on ideas that excite customers without cutting too much into your profits.
Table of Contents
Create an Experience, Not a Discount
Shoppers are flooded with deals. What they remember are experiences. A holiday campaign that feels interactive or exclusive leaves a stronger impression than any discount code.
Why it matters:
People want to feel something when they shop. Create that emotional spark, and they’ll connect with your brand, not just your price.
How to make it happen:
- Host a one-day online event with surprise offers or giveaways.
- Offer early access to returning customers or newsletter subscribers.
- Add one of those “spin to win” or mystery gift features to your site to gamify the experience.
Example: A local jewelry brand ran a two-day “Holiday Treasure Hunt” online. Each day, they hid a code on a product page that unlocked a free gift. No discounts. Just curiosity and fun. The bonus is that customers were able to see many other products that they normally wouldn’t have.
Build Smart Bundles
Bundles create the sense of getting more without you giving up profit. They simplify shopping and help move slower products alongside bestsellers.
Why it matters:
Bundles increase average order value (which is what you want) and make customers feel like they’re getting more for their money.
How to make it happen:
- Pair related items (e.g., “buy the board, get the cheese knives”).
- Create themed collections or mood-based sets.
- Offer simple, ready-to-gift packaging to save buyers time.
Example: A candle maker released “Scent Stories” – three candles grouped by vibe: “Cozy Cabin,” “Holiday Feast,” and “Silent Night.” They were able to sell out of their stock using this approach.
Launch Limited or Exclusive Drops
Nothing drives action like scarcity and FOMO (fear of missing out). Limited products create urgency, while exclusives give loyal customers something to brag about.
Why it matters:
People love owning something rare. When stock is limited, hesitation disappears.
How to make it happen:
- Release a seasonal color or edition available only during the holidays.
- Collaborate with another small brand on a joint item.
- Use countdowns and “only X left” notices to push conversions.
Example: A band we worked with released a limited “Winter Tour” hoodie available only for two weeks. It sold out before Christmas and built hype ahead of their next single.
Turn Loyalty Into Your Holiday Advantage
Instead of spending a bunch on ads to reach new customers, focus on the people who already love what you do. Loyal customers convert faster and tend to spend more.
Why it matters:
Returning customers can generate most of your holiday revenue when you reward their loyalty.
How to make it happen:
- Send exclusive “thank you” offers to repeat buyers.
- Launch a mini-VIP program with early access to products.
- Add small surprise gifts to repeat orders. It’s a small cost for a big emotional payoff.
Example: A small indie Etsy crafter included a free personalized keychain with each returning customer’s order and a sneak peek at new releases. Their repeat sales jumped 25% that month.
Offer Value Through Content
Not every sale starts with a checkout. Sometimes, it starts with content that entertains, teaches, or inspires.
Why it matters:
Good content keeps your brand top of mind and builds trust long before a customer buys.
How to make it happen:
- Create a “Holiday Gift Guide” featuring your products and partner brands.
- Share DIY tips, playlists, or behind-the-scenes videos that tie into your brand.
- Send weekly email highlights that help people solve a seasonal problem.
Example: A local coffee roaster here in the city launched a “Brew Better at Home” series on Instagram, showing how to make café-level drinks with their beans. Engagement doubled, and subscription sales grew the following January.
Tell a Story That Sticks
Products change hands, but stories and feelings stay with people. A heartfelt message or personal touch turns your campaign from a promotion into a connection. Today’s buyers crave authenticity.
Why it matters:
Storytelling is how customers remember you when they’re comparing endless options online.
How to make it happen:
- Share why your business exists and what drives you during the holidays.
- Highlight the people behind your products or your customers’ stories.
- Use photos or short videos that show real experiences, not just polished product shots.
Example: A custom board maker we worked with filmed a simple video of friends using their products at a dinner party. It wasn’t flashy – just real people enjoying good food. That authenticity helped increase their sales that week.
Final Thoughts
See? You don’t necessarily have to discount to stand out. You just need to give people something worth remembering. Discounts are cool, but connections leave impressions.
The brands that win this holiday season are the ones that connect emotionally, tell great stories, and make their customers feel part of something special.
Ready to turn your holiday visitors into loyal fans? Let’s make it happen.
