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Holiday Marketing Playbook | Small Businesses
Marketing Playbook for Small Businesses: Holiday Shopping Edition
Holiday marketing is bigger than Black Friday.
The Marketing Playbook for Small Businesses: Holiday Shopping Edition is a strategic holiday marketing guide designed to help small business owners understand how to market and sell throughout the full holiday shopping season, from October through December 24.
Created by CurateHER Collective, this playbook goes beyond generic holiday marketing tips, Black Friday ideas, social media prompts, and discount strategies. It teaches the marketing principles behind the decisions so you can build a holiday strategy that actually fits your business, customers, budget, margins, and capacity.
Inside, you'll learn essential marketing concepts including the customer journey, awareness, consideration, conversion, customer acquisition, retention, value proposition, purchase friction, channel strategy, promotions, gross margin, market research, and marketing hypotheses, with practical exercises to help you apply each concept to your own business.
You'll learn how to:
Build a holiday marketing strategy around your customer's buying journey
Understand what your customers need in October, November, and December
Create marketing objectives instead of simply posting more content
Develop holiday offers without automatically relying on deep discounts
Evaluate promotions based on your actual margins and business model
Choose marketing channels based on what your business needs, not what everyone else is doing
Create a holiday marketing calendar from October through December 24
Turn customer questions and objections into better marketing
Use in-person events and CurateHER Sip & Shops as opportunities for market research and real-world marketing practice
Test marketing ideas, observe customer behavior, and use what you learn to make better decisions
Measure more than sales, including leads, conversion, customer acquisition, retention, and profitability
This playbook is intentionally designed for small businesses, not scaled-down versions of major retailers. You will not be encouraged to copy the marketing strategies of Amazon, Target, Sephora, or other large companies with entirely different budgets, teams, margins, inventory, and resources.
Instead, you'll learn how to ask the more important question:
What does my business actually need?
Because effective marketing isn't about doing more. It's about understanding why, how, and when to make the right marketing decisions for your business.
Your Strategy. Your Customer. Your Business.
Use this playbook to build your holiday marketing strategy, put your knowledge into practice at CurateHER Sip & Shops, evaluate what happens in the real world, and refine your approach as you grow.
Recommended for: small business owners, product-based businesses, service providers, makers, founders, entrepreneurs, and women-owned businesses preparing for the holiday shopping season.
Copyright Notice: CurateHER Collective, AccelerateHER, and all associated content, materials, frameworks, exercises, language, and educational resources are the intellectual property of CurateHER Collective and are subject to copyright. All rights reserved. This content is intended for individual educational use only and may not be reproduced, redistributed, resold, republished, copied, or used to create derivative works without written permission from CurateHER Collective.
Marketing Playbook for Small Businesses: Holiday Shopping Edition
Holiday marketing is bigger than Black Friday.
The Marketing Playbook for Small Businesses: Holiday Shopping Edition is a strategic holiday marketing guide designed to help small business owners understand how to market and sell throughout the full holiday shopping season, from October through December 24.
Created by CurateHER Collective, this playbook goes beyond generic holiday marketing tips, Black Friday ideas, social media prompts, and discount strategies. It teaches the marketing principles behind the decisions so you can build a holiday strategy that actually fits your business, customers, budget, margins, and capacity.
Inside, you'll learn essential marketing concepts including the customer journey, awareness, consideration, conversion, customer acquisition, retention, value proposition, purchase friction, channel strategy, promotions, gross margin, market research, and marketing hypotheses, with practical exercises to help you apply each concept to your own business.
You'll learn how to:
Build a holiday marketing strategy around your customer's buying journey
Understand what your customers need in October, November, and December
Create marketing objectives instead of simply posting more content
Develop holiday offers without automatically relying on deep discounts
Evaluate promotions based on your actual margins and business model
Choose marketing channels based on what your business needs, not what everyone else is doing
Create a holiday marketing calendar from October through December 24
Turn customer questions and objections into better marketing
Use in-person events and CurateHER Sip & Shops as opportunities for market research and real-world marketing practice
Test marketing ideas, observe customer behavior, and use what you learn to make better decisions
Measure more than sales, including leads, conversion, customer acquisition, retention, and profitability
This playbook is intentionally designed for small businesses, not scaled-down versions of major retailers. You will not be encouraged to copy the marketing strategies of Amazon, Target, Sephora, or other large companies with entirely different budgets, teams, margins, inventory, and resources.
Instead, you'll learn how to ask the more important question:
What does my business actually need?
Because effective marketing isn't about doing more. It's about understanding why, how, and when to make the right marketing decisions for your business.
Your Strategy. Your Customer. Your Business.
Use this playbook to build your holiday marketing strategy, put your knowledge into practice at CurateHER Sip & Shops, evaluate what happens in the real world, and refine your approach as you grow.
Recommended for: small business owners, product-based businesses, service providers, makers, founders, entrepreneurs, and women-owned businesses preparing for the holiday shopping season.
Copyright Notice: CurateHER Collective, AccelerateHER, and all associated content, materials, frameworks, exercises, language, and educational resources are the intellectual property of CurateHER Collective and are subject to copyright. All rights reserved. This content is intended for individual educational use only and may not be reproduced, redistributed, resold, republished, copied, or used to create derivative works without written permission from CurateHER Collective.