The 7 Most Common Social Media Mistakes Small Businesses Make Before the Holidays

The Story Every Small Business Knows Too Well

Picture this: it’s the week of Black Friday. Your shop is buzzing, customers are calling, and you suddenly realize you haven’t scheduled any social media posts. You quickly throw something together, but it gets buried in the holiday noise. Sound familiar?

Every year, small and medium-sized businesses fall into the same trap—waiting too long, posting without a strategy, or relying on a single “sale” post to do the heavy lifting. The good news? Avoiding these mistakes isn’t complicated—it just takes a little planning.

By the end of this post, you’ll know the 7 most common social media mistakes businesses make before the holidays—and how to sidestep them with simple, effective solutions that work for both retail shops and service-based businesses.

1. Waiting Until November to Start Planning

The biggest mistake? Starting too late. By November, ad costs spike, feeds are flooded with promotions, and your audience is already overwhelmed.

Better Approach: Start building your holiday social media strategy in September or early October. Map out key dates—Black Friday, Small Business Saturday, Cyber Monday, and any local holiday events—and plan your content around them.

👉 Think of it like decorating your storefront. Would you wait until Christmas Eve to put up your holiday display?

2. Posting Only About Sales

It’s tempting to push “SALE!” in every post—but your audience wants more than discounts. Constantly selling can feel pushy and turn people away.

Better Approach: Mix in value-driven posts:

• Gift guides (e.g., “Top 5 Stocking Stuffers for Under $25”)

• Behind-the-scenes (“Here’s how we’re wrapping gifts this season”)

• Customer stories or testimonials

This way, you’re building connection, not just transactions.

3. Ignoring Visual Branding

Scrolling through social media during the holidays feels like walking through a Christmas market—sparkle everywhere. If your visuals are inconsistent, off-brand, or cluttered, you’ll fade into the background.

Better Approach: Create a simple brand kit with your colors, fonts, and logo placement. Use Canva templates to keep your posts polished and consistent.

👉 Pro Tip: Even just adding your logo and brand colors to every graphic helps customers instantly recognize your business in a crowded feed.

4. Forgetting to Engage With Your Audience

Posting is only half the job. If you’re not replying to comments, answering messages, or starting conversations, you’re missing the chance to build loyalty.

Better Approach: Set aside 10–15 minutes a day to engage. Ask questions like:

• “What’s your favorite holiday tradition?”

• “Which gift set would you love to unwrap?”

• “Coffee or cocoa while holiday shopping?”

These small interactions can create big connections.

5. Neglecting Video Content

Did you know that video posts get 48% more views than static images during the holidays? Yet many small businesses shy away because they think video takes too much time.

Better Approach: Keep it simple. Record short clips on your phone:

• A walk-through of your holiday store setup

• Staff sharing their favorite gift picks

• A 15-second tip related to your business (e.g., a massage therapist sharing “3 stretches to relieve holiday stress”)

No fancy editing required—authenticity wins.

6. Forgetting to Optimize Ads Early

Running ads in December without testing is like gambling. You’ll spend more and often see weaker results.

Better Approach: Launch a small ad campaign in October to test which creatives and audiences perform best. By the time November hits, you’ll know exactly where to invest your budget.

👉 Think of it like a dress rehearsal—you wouldn’t launch the big show without practice first.

7. Not Scheduling Content Ahead of Time

The holiday season is already hectic—staff parties, late hours, order fulfillment. If you’re posting manually every day, it’s only a matter of time before you skip a few days.

Better Approach: Use a scheduling tool like Meta Business Suite, Buffer, or Later to batch-schedule posts. Even scheduling one week at a time will free you from the last-minute scramble.

FAQs

Q: What if I don’t have a holiday marketing budget?
A: Focus on organic engagement—gift guides, polls, and holiday tips go a long way. Consistency is more important than dollars spent.

Q: How often should I post during the holidays?
A: Aim for at least 3–4 times a week. Consistency is key, but quality matters more than quantity.

Q: Do I need to be on every platform?
A: No. Focus on the platforms your customers actually use. For many small businesses, Facebook and Instagram are enough.

Conclusion: Small Fixes, Big Wins

The holiday season is your chance to shine—but only if you avoid the common pitfalls. Don’t wait until the last minute, don’t oversell, and don’t neglect the basics like engagement and consistency.

✨ Your Takeaway: The holidays don’t have to feel overwhelming. By planning now, mixing content types, and scheduling ahead, you’ll reduce stress, boost sales, and strengthen customer relationships.

👉 Next Step: Take 20 minutes this week to jot down your top 3 holiday promotions and 5 content ideas. Then, schedule your first batch of posts. Future-you will be grateful.

📌 Need inspiration? Check out our 15-Minute Holiday Social Media Checklist for ready-to-use ideas that save time and stress.