For boutique retailers, the holidays are a prime opportunity to stand out from the crowd. From personalized experiences to innovative social media campaigns and unique offers, small stores are going the extra mile with their marketing efforts.
Here are five holiday marketing secrets from boutique retailers who are capturing the spirit of the season while growing their businesses.
1. Target the gift giver, not just the recipient
As a retailer specializing in shirts and dresses for women, Exclusively Kristen approaches holiday marketing with a focus on the emotional connection of gift giving. The store also reserves discounts and free shipping offers for the holiday season.
“Our messaging shifts to appeal directly to the loved one. We actively target the gift-giver—husbands, partners, or mothers—who want to buy high-quality, confidence-boosting items for the woman in their life,” explained Kristen Allen, Founder and CEO.
The company’s central campaign message is offering the "Gift of Polish”—giving the recipient the enduring comfort and confidence of clothes that finally fit impeccably. This positioning resonates because it speaks to the desire for a loved one to feel comfortable, confident, and perfectly put-together.
2. Leverage storytelling
For Forged Flare, a small handcrafted ornament company based in North Texas, social media has led to significant growth during the holiday season. “We strive to personally connect with our customers. In addition to posting photos of our products, we share the stories behind them, the people who inspire them, and the love that goes into each and every design,” said Jen Street, Founder and Creative Director at Forged Flare.
Customers feel good knowing they’re supporting a small business with big dreams. They love that the retailer is open and honest and that every holiday ornament is handcrafted from the heart.
“We often hear (and love to share) stories from our customers about how our designs have brought comfort during hard times, as well as helped celebrate life’s most meaningful moments and of course, the holidays. This is the kind of connection that keeps people loyal to our brand, and sharing our work with others,” explained Street.
3. Schedule discounts strategically
For the past 20 years, Elizabeth Cotton, a sleepwear brand, has found that about 50% of the company’s sales during the fourth quarter are pajamas purchased as gifts. The reason behind this? The retailer maintains retail pricing until the second week of November, when they begin to promote discounts to lure in holiday shoppers.
“We have small batch production and sell out of many items quickly, so our repeat customers who are familiar with this will often buy early,” said Elizabeth Allen, Founder of Elizabeth Cotton.
Allen also explained that, while return rates are usually lower than industry standards, they’ve always been high for orders placed beyond December 20. “Even if we can still offer overnight or two-day shipping during the few days before the holidays, I tend to stop promoting to prevent excessive returns for last minute holiday purchases,” she added.
In addition to posting photos of our products, we share the stories behind them, the people who inspire them, and the love that goes into each and every design.Jen Street, Founder and Creative Director at Forged Flare.
4. Create VIP experiences
True Fashionistas, a lifestyle resale store in Florida, plans events in October through December to attract holiday shoppers. “This year, we’re adding a new event called the VIP event which invites some of our best customers. We open the store exclusively for them and bring in some exclusive products for them to see first,” said Jennifer Johnson, Founder of True Fashionistas.
The evening of the event will be filled with champagne, light bites, and even stylists to help VIP customers choose the ideal items for their needs.
“This is a new event for us but is something that our customers have asked for. We’re excited to see if it is something we will continue for next year. We’re always trying new things and bringing back the ones that have worked well in the past,” explained Johnson.
5. Pair digital and in-person tactics
During the holiday season, the Cummer Museum Shop in Jacksonville, Florida, utilizes a multichannel marketing strategy to reach both members and the broader community.
“We promote our retail events—especially Museum Store Sunday, which kicks off the holiday season on November 30—through social media, email communications, strategically placed in-house signage, and direct mail invitations sent via USPS,” said Susan Tudor, Director of Retail & Visitor Experience at Cummer Museum of Art & Gardens.
To help shoppers plan their visits and discover meaningful gifts, the museum shop also produces a digital holiday gift guide that is shared across all platforms and incorporated into on-site signage.
“Our holiday marketing efforts create an ongoing, engaging presence that encourages intentional shopping, celebrates local makers, and reinforces how every purchase supports the museum’s mission,” explained Tudor.
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