It may feel early to talk about the holidays, but downtown businesses should already be thinking about their holiday marketing.
According to a new Main Street America outlook, the 2026 holiday shopping season will be a little different. Small Business Saturday falls on November 28 this year—just 27 days before Christmas—creating a much shorter holiday shopping window.
That means now is the time to start planning.
A Few Things to Keep in Mind
Start early. Build your holiday marketing calendar now instead of trying to pull everything together in November.
Give customers choices. Consider offering gift ideas at different price points, from affordable stocking stuffers to special splurges.
Make sure you’re easy to find. Check your website, Google Business Profile and social media. Are your hours, location, contact information and holiday hours accurate?
Create an experience. More than 70% of holiday shopping is expected to take place in brick-and-mortar stores. Give customers a reason to visit by creating an experience they can’t get online.
Tell your story. AI and online tools are making it easier for shoppers to research products and compare businesses before they shop. Make sure your online presence clearly communicates what you sell—and what makes your business special.
Your Holiday To-Do List
- Build your holiday marketing calendar.
- Decide what products or services you’ll feature.
- Create gift ideas at several price points.
- Plan your November and December social media content.
- Update your Google Business Profile and website.
- Confirm your holiday hours.
- Plan an in-store event, activity or special experience.
- Start recruiting and training seasonal employees if needed.
- Think about where your customers are spending time online.
- Give shoppers a reason to choose local.
The biggest takeaway? Start now. With a shorter shopping season, businesses that have their plan ready before November will be in a much better position to make the most of the holidays.
Want to dig deeper into the data and trends shaping this year’s holiday season?
👉 Read Main Street America’s full article, “Preparing for a Unique Holiday Shopping Season in 2026.”
And watch for more information from Columbia City Connect about upcoming resources and opportunities to help your business prepare for the holiday season.
