Christmas Marketing for Newcastle Businesses: What to Do Before December

Every year we talk to Newcastle business owners in the second week of December who want to do something for Christmas. By then it's mostly too late. People have already bought most of their gifts, booked their work parties and worked out where they're getting their ham. The businesses that do well over Christmas usually started thinking about it in October.

The good news is that there's still time if you start now. None of this is complicated. It's mostly a matter of doing a few things in the right order, before everyone else gets busy. Here's the timeline we'd work to.

Late October: decide what you're actually offering

Before any marketing, work out what you want people to do. Book a Christmas party. Buy a gift card. Order a hamper. Get the job done before the break. Come in for a last-minute present. One clear offer is easier to promote than five vague ones.

This is also when to work out your capacity. If you're a trade that books out before Christmas, your message might be "book now for January" rather than chasing more December work. If you're a restaurant, it's when to decide group menus and how many parties you can take.

Early November: set up gift cards

Gift cards are one of the simplest things a local business can sell at Christmas. They suit people buying for someone who has everything, and they bring new customers through the door in January and February when things are often quieter.

If you don't sell them online, now is the time to set that up, so people can buy one at 10pm on 23 December. Most booking and point-of-sale systems have a gift card option. Make it easy to find on your website and mention it on your Google Business Profile and socials. Check the rules on expiry dates too. In Australia, most gift cards sold since 1 November 2019 must be redeemable for at least three years, and the expiry date must be clearly shown. There are some exceptions, such as reloadable cards, promotional giveaways and cards sold at a genuine discount.

November: book your local advertising

Ad space fills up fast in November and December. Local newsletters, radio, print and event sponsorships all get booked out by businesses with the same idea. Locking in a spot in early November gives you a better choice of dates and lets you time it for when your customers are actually making decisions.

We run Newcastle Digest, the weekly what's-on newsletter that goes to more than 7,600 locals every Wednesday. A feature in the lead-up to Christmas puts your offer in front of people who are actively looking for things to do, places to eat and gifts to buy around Newcastle. If you'd like to talk about dates, you can see the options here.

Friday 27 November: Black Friday

Black Friday is on Friday 27 November this year, with Cyber Monday on 30 November. For a lot of Australians it's become the start of Christmas shopping. You don't have to discount to take part. Some local businesses run a gift card bonus, a bundle, or early access for their email list. Others skip it entirely and that's fine too.

If you are doing something, tell people the week before. A Black Friday offer announced on the Friday morning competes with every national retailer's email. One announced a week out gives your regulars time to plan around you.

Late November: update your holiday hours on Google

This one is small and gets missed every year. Google Business Profile lets you add special hours for specific dates, separate from your normal opening hours. Add your Christmas Eve, Christmas Day, Boxing Day, New Year's Eve and New Year's Day hours, plus any shutdown period over the break.

Christmas Day falls on Friday 25 December and Boxing Day on Saturday 26 December. In NSW, Monday 28 December is also a public holiday, so plan your hours for that day too. Nothing frustrates a customer more than driving to a shop Google said was open. Update your website and your phone message at the same time.

Early December: stay visible, keep it simple

By December, the planning is done and the job is to stay in front of people. Post your offer on your Google Business Profile, keep socials regular, send one or two emails to your customer list, and make sure your website's homepage mentions Christmas trading and gift cards.

This is also a good time to ask for reviews. You're seeing more customers than usual, and many of them are in a generous mood. A short message after each job or visit with your Google review link builds up your profile heading into the new year.

Mid December: think about January

The weeks after Christmas are quiet for some Newcastle businesses and busy for others. If you're one of the quiet ones, use December to set up what brings people back. A gift card redemption reminder, a January offer for new customers, or a booking push for the back-to-school period. It's easier to plan in December than to scramble in mid-January.

The short version

• Now: decide on one clear Christmas offer.
• Early November: get gift cards selling online and book any local advertising.
• By 20 November: announce anything you're doing for Black Friday on 27 November.
• Late November: add holiday hours to Google, your website and your phone message.
• December: stay visible, ask for reviews, and plan January.

If you'd like help working out what's worth doing before the break, apply for a free growth audit. We review 10 Newcastle businesses each month and show you the three things we'd fix first, with enough time left to do them before Christmas.