Getting Christmas right can make your year, so when should you start your Christmas campaign?

Our blog will walk you through a basic marketing timeline and answer frequently asked questions. So, when should you start?

The short answer:

• Plan from July–August, build from September, launch in October, peak in November–December.
• B2B and high-value categories should start earlier; fast-moving consumer goods (FMCG) and fast fashion can peak closer to December.
• Align with Black Friday/Cyber Monday, shipping cut‑offs, and store opening hours.

Whilst July-August might seem early to be talking about Christmas, ideally, you should be making a start on your plans by now. In terms of content, you can start teasing what you have coming up for Christmas, offer early-bird sign-ups or exclusives. People are interested in Christmas content in July. Reach’s Christmas content page views go up 511% month-on-month (MoM) in July, driven by regional Christmas markets, ice rinks and local events. In August, festive product launches and Christmas travel content drive a +140% MoM increase in Christmas content pageviews*.

A Simple Month-By-Month Timeline

• July: Review data, set objectives, forecast demand, and secure suppliers.
• August: Finalise creative concepts, book media, and brief partners/influencers.
• September: Build landing pages/SEO content, soft‑launch gift guides, and start audience building.
• October: Launch awareness (video/PR/influencers), test offers, capture email/SMS sign‑ups.
• November: Scale paid, run Black Friday/Cyber Monday, roll out full Christmas gift content.
• December: Focus on delivery cut‑offs, last‑minute gifting, gift cards, and click‑and‑collect.
• Christmas–New Year: Boxing Day/January sale, returns comms, loyalty and retention.

Your Christmas Q&A

Still got questions? We’ve compiled a list of the frequently asked questions our team of experts are asked, covering every aspect of Christmas marketing:

How early is too early to advertise Christmas in the UK?

Before September often feels premature; late September/early October balances relevance with respect for seasonal fatigue.

What’s the best month to launch Christmas ads?

October for awareness; November for acquisition and conversions; December for urgency and gift cards.

When do UK shoppers start Christmas shopping?

A meaningful proportion begin in September; however, our research suggests one in four start their shopping during the summer sales. In September, our audience starts thinking about purchasing presents as our Christmas Shopping content spikes, with page views up +387K MoM. In October, buying guides, shopping, food, and drink content start to trend, with page views up +95% MoM*. The surge arrives with Black Friday, and many finalise in early to mid-December.

Is September too early for Christmas promotions?

Hard sell, yes; soft content (teasers, sign‑ups, wish‑lists, gift guides) works well from mid‑September.

Should I wait until after Halloween to mention Christmas?

You can seed from late September, but turn up the volume after Halloween to avoid audience irritation.

When should I brief the creative and book media?

Brief in July, approve in August, and book Q4 inventory by early September to secure rates and placements.

When do supermarkets and big brands launch Christmas TV ads?

Typically, early to mid-November, smaller brands can win earlier with digital and social video in October.

When should I publish Christmas gift guides for SEO?

Late August to early September, so pages can index and build authority by October.

When should I start Christmas email campaigns?

Warm‑up in October with sign‑up incentives; weekly in early November; increase cadence around key dates.

When do I start social media Christmas content?

Teasers in late September; story‑led and user-generated content (UGC) in October; offers and urgency in November–December.

When should I scale Google Ads for Christmas?

Expand audiences and keywords in October, raise budgets and bids from early November, and pivot to urgency in December.

What is the ideal timeline for influencer campaigns?

Secure talent in August, create in September, publish awareness content in October, and convert in November–December.

How do I align Black Friday and Christmas marketing?

Use Black Friday to acquire new audiences, then retarget with Christmas offers and bundles in December. Keep distinct creative and landing pages; tie them with a consistent idea but separate mechanics and messaging.

When do I reveal my Christmas offer pricing?

Trail value in October; unveil hero deals the week before Black Friday; introduce bundles/stocking filler offers in early December.

When do I update my website for Christmas?

Switch to festive navigation and gift hubs in October; add delivery cut‑offs and store info in late November.

When should I set delivery cut‑off messaging?

Publish provisional guidance in October and confirm exact cut‑offs once carriers announce them; update site banners and PDPs.

When do I push click‑and‑collect?

From carrier cut‑off through to Christmas Eve, support with local inventory ads and store‑level messaging.

When should I launch an Advent calendar product?

Preview in August, waitlist in September, launch by early October; they sell early.

When do hospitality venues open Christmas bookings?

Launch menus and booking pages in August–September; corporate bookings often lock in early.

When should B2B brands start Christmas campaigns?

Begin corporate gifting and end‑of‑year procurement comms in September; many budgets close by early December.

When should charities run Christmas appeals?

Plan in summer, warm donors in September–October, and launch the main appeal in November.

What about travel brands (Christmas markets, New Year breaks)?

Have your website updated during the summer. Promote from September, with intensification after half term and again post‑Black Friday.

When should I hire seasonal staff?

Recruit in September, train in October; earlier if you operate peak footfall stores or customer service hubs.

When do I plan returns and extended warranty messaging?

Publish extended returns by late October; emphasise hassle‑free returns in December.

When should I refresh my returns and delivery FAQs?

Early October: add a dedicated Christmas delivery/returns page for easy linking from ads and emails.

When should I update Google Business Profile holiday hours?

At least two weeks before December, include last‑minute shopping days and extended trading hours.

When should I create a Christmas landing page?

By September, with evergreen URLs reused each year to build SEO equity.

When is the best time to send Christmas emails?

Mid‑morning weekdays test well; during Black Friday week, stagger sends and use SMS for reminders.

How often should I email in December?

Increase cadence but segment tightly; prioritise high‑intent segments near delivery cut‑offs.

When should I launch gift card campaigns?

From early December through Christmas Eve, position as “instant, can’t‑go‑wrong” gifts.

When do I switch creative to “last‑minute” urgency?

From the final carrier cut‑off through 24 December, with e‑gift and click‑and‑collect focus.

When should I run a Christmas competition?

October for audience growth; early December for engagement. Always collect permissions.

When should I start remarketing lists for festive shoppers?

Begin building in September to benefit from long lookback windows during peak.

When should I localise campaigns for different regions or stores?

Plan in September; roll out store‑level messaging in October, updating hours and stock notices in December.

Is October too early to discount?

Discount lightly; prioritise bundles, value adds, and limited editions. Save deeper discounts for Black Friday or post‑Christmas.

Should I pause brand campaigns during Black Friday?

No—maintain brand activity to protect CPCs and win share of voice alongside performance ads.

When should I set up price‑match and stock alerts?

September setup; promote from October to capture fence‑sitters.

When do I switch to post‑Christmas sale messaging?

From Christmas Day evening or Boxing Day morning, depending on your category and trading hours.

When do I analyse results and learn?

Draft a fast read in early January and a full post‑mortem by the end of January to inform next year’s plan.

Sector‑Specific Timings

• E-commerce/retail: Gift guides will be live by September, catalogue ads in October, and delivery messaging in late November.
• Hospitality: Menus and bookings open by early September; corporate outreach in August; reminder campaigns in October.
• B2B/Corporate gifting: Outreach from September; deadline comms late November; last‑minute e‑vouchers in December.
• Beauty/Fashion: Advent and limited editions in October; bundling and stocking fillers late November.
• Consumer electronics: Long consideration—start education in September; finance options in October; offers in November.
• Charities/Non‑profits: Storytelling October; main appeals November; Gift Aid prompts December.

Let The Experts Help

Hopefully, your Christmas marketing plans are already taking shape, and we’d love to help you achieve your objectives this year.

Reach is the heartbeat of Christmas. From the first notes of Last Christmas to the glow of a neighbour’s lights, our readers are deeply attuned to festive cues and are emotionally connected to the spirit of the season. From September to December 2024, our network had more than 32.1 million page views on Christmas content*. We can put your business in front of our engaged audience in 2025.

No matter how far along your plans are, we have a team of experienced experts available to create your perfect Christmas campaign. This allows you to concentrate on managing your business during one of the busiest times of the year, both personally and professionally. We can create custom campaigns to suit all budgets and have the resources to research what works and when within your area of business.

Complete the short form below to contact us now, and one of our team members will contact you.

 

* Source Amplitude 2025