Sure, it may be the beginning of September. The air is still warm, the kids just went back to school and Halloween seems like a distant event. But here you are, contemplating the holiday season marketing strategy. While it might seem premature to dive into holiday advertising this early, September is actually the perfect time to start.

It might seem counterintuitive after all, the holiday season doesn’t officially kick off until the end of November, right? Not anymore. The traditional boundaries of the holiday shopping season have blurred, with eager shoppers starting their hunt for the perfect gift earlier each year. And while many businesses are still in the planning phase, those who get a head start on their holiday advertising in September are positioning themselves to win big.

Think about it, you’ve got a product that you know will be a hit this holiday season. Waiting until November to launch your ads might seem safe, but by then, the market will be flooded with similar products, all vying for the same consumer dollars. What if, instead, you were the first one on the scene? The one that sets the trend, rather than follows it? Starting your holiday advertising in September isn’t just about getting ahead—it’s about seizing an opportunity that others might overlook.

In this article, we’ll explore seven compelling reasons why launching your holiday advertising campaigns in September is not just a good idea, but a strategic move that can lead to more sales, better brand visibility and a smoother, more profitable holiday season. So, grab a pumpkin spice latte, settle in and let’s dive into why September is the new start of the holiday season.

1. Early birds get the sales

Think of holiday shoppers as two distinct groups: the planners and the procrastinators. The planners—those organized folks who’ve already made their lists and start shopping as early as September. By kicking off your holiday advertising now, you’re tapping into a market that’s ready and willing to buy. These early shoppers aren’t just browsing; they’re making purchases and if you’re not visible, you’re missing out.

Consider this: a mother looking to avoid the last-minute rush stumbles upon your ad while searching for holiday gifts in September. She’s thrilled to find what she needs and clicks “buy.” By the time your competitors roll out their ads in late November, she’s already done with her shopping. Who won that sale? You did.

2. Less competition, more visibility

The holiday advertising space is like a crowded market, everyone’s shouting, trying to grab attention. By waiting until November or December to start your campaigns, you’re stepping into the chaos when everyone else is also vying for consumer attention. In contrast, September is quieter. Fewer businesses are running holiday ads, meaning less competition and more room for your message to shine.

Imagine walking into a serene, uncrowded room where you can have a conversation without raising your voice. That’s what September advertising feels like. Your ad isn’t just another voice in the noise; it’s a clear message that stands out and is heard.

3. Build anticipation and brand loyalty

Starting your holiday advertising early allows you to build anticipation. It’s like planting seeds in a garden, you nurture them and by the time the holidays roll around, they’ve grown into loyal customers who are excited about your brand.

Take, for example, a local boutique that begins teasing its holiday collection in September. They share sneak peeks, exclusive early-bird discounts and behind-the-scenes content. By the time the full collection is available in November, customers are eagerly awaiting its release, feeling a connection to the brand that began months before. This kind of early engagement fosters brand loyalty that can last beyond the holiday season.

4. Take advantage of extended shopping periods

The holiday shopping season isn’t confined to the few weeks between Thanksgiving and Christmas anymore. Thanks to the rise of e-commerce and global shopping trends, the holiday season now stretches from September all the way through January. By starting your advertising early, you can capitalize on these extended shopping periods, spreading out sales and reducing the pressure on both your inventory and customer service teams during peak times.

Think about a popular online store that rolls out holiday deals in September, promoting them as “pre-holiday” specials. Customers who might be traveling during the traditional holiday season or those who simply want to avoid the rush can take advantage of these deals early. Meanwhile, the store enjoys steady sales over several months rather than a hectic few weeks.

5. Early advertising means better planning

Launching your holiday ad campaigns in September gives you time to test, adjust and optimize. If something isn’t working, you have the luxury of tweaking your strategy without the time crunch that comes in November. This early start also allows you to gather valuable data on customer behavior, preferences and engagement, which you can use to refine your approach as the season progresses.

Imagine you run a series of targeted ads in September promoting holiday-themed products. By October, you’ve analyzed the data and realized that one particular product is outperforming the others. You can then shift your focus and resources to promoting that top-seller, ensuring you maximize your return on investment during the crucial holiday months.

6. Tap into early budgeting

Consumers budget for the holidays and many start setting aside funds as early as September. By advertising during this time, you’re not just catching their attention—you’re becoming a part of their budgeting process. When they see your holiday offers early on, they’re more likely to allocate part of their budget to your products or services.

Picture a young professional who’s just started planning her holiday expenses. She comes across your September ad offering a limited-time discount on a product she’s been eyeing. Because she’s still in the budgeting phase, she decides to allocate funds toward your offer, ensuring a sale that might have gone to a competitor if you’d waited until later in the season.

7. Get ahead of supply chain issues

We’ve all seen how supply chain disruptions can throw a wrench into the best-laid plans. By starting your holiday advertising in September, you’re giving yourself, and your customers extra time to navigate potential delays and shortages. If you know there’s high demand for certain products, promoting them early ensures you can manage inventory levels more effectively and avoid the dreaded “out of stock” notices during peak season.

Consider a small business that sources handcrafted items from artisans around the world. By advertising in September, they encourage customers to order early, giving them enough time to fulfill orders without the stress of last-minute shipping delays. Customers are happy to receive their unique gifts on time and the business avoids the headaches of scrambling to meet demand in December.

Starting your holiday advertising in September might feel a little ahead of the curve, but that’s precisely why it’s such a smart move. By getting an early start, you’re setting yourself up for a successful holiday marketing season—one where you’re not just reacting to the chaos but leading the charge. 

So, why wait? Start planting those seeds now and watch them grow into a bountiful harvest come December. The team at Marketing 360® is ready to help you maximize your success this holiday season. Learn more and sign up for your free trial.