Detroit City Wire

The upcoming holiday season presents unique challenges for small businesses, with economic factors and potential logistical issues creating a complex environment. Inflation has eased but costs remain high, and consumers are exercising caution in their spending. Compounding these challenges is a longshoreman strike that began on Tuesday, which could disrupt shipping schedules if not resolved promptly.

To navigate these hurdles, many small businesses are focusing on enhancing their marketing strategies. According to a survey by Constant Contact, 51% of small business owners believe that social media and email marketing will significantly impact their holiday objectives.

Kristen Tarnol, owner of Emerald Forest Gifts in Studio City, California, underscores the importance of continued marketing efforts despite having a loyal customer base built over 37 years. "I have to continue to bring in new clients as well so we’ll use both email and social," she explained. Tarnol also plans to host events at her shop to boost the festive spirit.

Small business owners have identified several strategies for a successful holiday season: improving efficiency (35%), offering special promotions or discounts (28%), and developing an end-of-year marketing strategy (26%). Starting early is crucial according to Sarah Jordan, chief marketing officer at Constant Contact. She stated, "Small businesses are incredibly resilient, but as they head into a holiday season filled with uncertainty, they must get proactive in their marketing to ensure success."

An unusual aspect of this year's holiday calendar is Hannukah's late start on December 25th, extending the shopping period. Tarnol plans to initiate her marketing campaign on November 1st for more than two months of engagement.

"Usually, we are recovering between Christmas and New Years," Tarnol noted, "but this year we will be going, going, going until after Jan. 2."

Constant Contact's survey included responses from over 1,600 small business owners with up to 250 employees across the U.S., U.K., Australia, and the United Kingdom.