How Small Businesses Can Compete with Major Brands During the Holiday Season

The holiday season is one of the most important times of the year for small businesses, yet it’s also one of the most competitive. Big brands ramp up their ad spend, fill every platform with promotions, and dominate the conversation with flashy campaigns. But here’s the truth: small businesses actually have more advantages during the holidays than they realize.

Consumers aren’t just looking for the cheapest deal or the biggest name. They’re looking for meaningful experiences, authentic brands, and businesses that truly care about their customers. This is where small businesses shine.

With the right strategy, you can compete with major brands, and even outperform them, during the busiest shopping season of the year. Here’s how.

1. Lean into What Makes You Different

Major brands rely on scale, but small businesses can rely on authenticity, storytelling, and human connection. The heart of your holiday marketing should highlight what makes your business unique.

Tell Your Story

People want to shop with businesses that feel human. Share:

• How you started

• Who you serve

• What you believe in

• What makes your products or services meaningful

A compelling brand story builds emotional connection, and emotional connection drives holiday purchasing decisions.

Show Personality

Your brand doesn’t have to look or sound like a major corporation. In fact, you shouldn’t. Use playful, warm, or festive messaging that reflects your personality. Small businesses win customers by showing who is behind the brand.

Highlight Your Local Involvement

Whether you donate, sponsor events, or support other small businesses, let people know. During the holidays, communities prioritize buying local, and many shoppers actively seek out small businesses to support.

2. Prioritize Local SEO & Google Business Profile Optimization

Competing with major brands online doesn’t require a giant advertising budget, it requires smart local SEO. And during the holiday season, Google searches explode with high-intent queries like:

• “gift shop near me”

• “holiday deals near me”

• “open now”

• “best [service] in [city]”

Your Google Business Profile (GBP) plays a major role in whether or not your business shows up during those moments.

Update Your Holiday Information

Make sure your GBP includes:

• Accurate holiday hours

• Updated description

• Seasonal photos

• A link to holiday promotions or services

Google prioritizes profiles that stay active, especially during peak seasons.

Use Google Posts Weekly

Posting on your GBP is one of the fastest ways to stay relevant locally. Share:

• Holiday promotions

• Limited-time offers

• New products

• Seasonal services

• Announcements

Each post keeps your profile active and improves your visibility.

Encourage Fresh Reviews

Recent reviews carry extra weight. Train your team to ask satisfied customers for a quick review, especially during the holiday rush. Even five new reviews can help your business outperform national competitors in local results.

3. Create Holiday-Themed Content That Customers Actually Want to See

Content should do one of three things: educate, inspire, or entertain. Holiday-themed content helps you show up where your customers are already spending time, Instagram, TikTok, Facebook, YouTube, and Pinterest.

Create Seasonal Guides

Consumers often don’t know what to buy. Gift guides are incredibly helpful and shareable, especially when tailored to:

• “For Him/Her”

• “Under $50”

• “Last-Minute Gifts”

• “Local Favorites”

• “Stocking Stuffers”

Service-based businesses can create:

• “Holiday Home Prep Tips”

• “Winter Maintenance Checklist”

• “Holiday Event Planning Tips”

Use Short-Form Video

Even simple videos, 10 to 15 seconds long, can dramatically increase visibility. Ideas include:

• Packaging orders

• Showcasing holiday specials

• Before-and-after transformations

• Behind-the-scenes moments

• Staff holiday messages

People love seeing the humans behind a small business.

4. Offer Limited-Time Promotions That Create Urgency

Major brands run huge sales, but small businesses can run smart, targeted promotions that feel more personal.

Examples of Effective Holiday Offers

• Bundle deals

• Buy-one-get-one holiday specials

• Early-bird discounts

• Free gift with purchase

• Personalized add-ons

• Flash sales

These offers don’t have to be deep discounts, they just need to feel valuable and time-sensitive.

Reward Your Most Loyal Customers

Email subscribers and repeat customers should receive first access to holiday deals. This not only increases loyalty but encourages new subscribers as well.

5. Make Customer Service Your Secret Weapon

You may not have a massive customer support team, but you can offer something better than big brands: fast, friendly, personalized service.

Be Highly Responsive

Quick replies, especially during peak holiday stress, make a huge difference. Whether someone is asking about shipping times or product details, strive to respond promptly.

Be Flexible and Accommodating

Offer things big brands can’t or won’t:

• Personalized recommendations

• Local delivery

• Curbside pickup

• Custom orders

• Gift wrapping

Going above and beyond is what customers remember, and talk about.

Remember: Customer Service Is Marketing

Every positive interaction becomes word-of-mouth. The better your service, the more people will talk about you during the season when recommendations matter most.

6. Collaborate With Other Local Businesses

The holiday season is the perfect time to work together instead of competing.

Why Collaborations Work

• You reach entirely new audiences

• You create excitement without extra cost

• You build community visibility

• Customers perceive your business as connected and trustworthy

Examples include:

• Sharing each other’s holiday promotions

• Creating bundled offers

• Hosting holiday pop-ups

• Running joint giveaways

• Creating a local “holiday passport” or discount book

These partnerships help amplify your reach, without a major ad budget.

7. Use User-Generated Content & Testimonials to Build Trust

Consumers trust other customers more than they trust ads, especially when they’re making fast holiday purchases.

Encourage Customers to Create Content

Ask customers to share photos or videos of:

• Their holiday purchases

• Their decorated homes with your products

• Before-and-after results of your services

• Holiday experiences at your location

Feature their content on your social channels or in your Stories.

Showcase Testimonials Everywhere

Display reviews on:

• Your website

• Instagram highlights

• Google Business Profile

• Email newsletters

• Holiday landing pages

Recent, authentic feedback builds credibility, and increases conversions during the holiday rush.

8. Use Small-Budget Paid Ads to Stay Visible

You don’t need a huge ad budget to show up against national competitors. Even $5-$10 per day can make a real impact when used strategically.

Retargeting Is Your Best Friend

Retarget:

• Website visitors

• Add-to-cart customers

• Social media engagers

• Email subscribers

These people are already warm leads and more likely to convert.

Promote Your Best Holiday Offers

Push ads for:

• Top-selling items

• Holiday bundles

• Seasonal services

• Last-minute gifts

• Holiday hours or events

A small budget + the right audience = major results.

9. Make the Shopping Experience Fast, Easy, and Stress-Free

Whether you’re an online store, service provider, or brick-and-mortar shop, convenience is everything during the holiday rush.

Optimize Your Website

• Ensure it’s mobile-friendly

• Reduce loading times

• Make checkout simple

• Display holiday offers clearly

Confusing navigation costs small businesses conversions.

Create a Holiday Landing Page

Include:

• Featured products

• Holiday hours

• Special promotions

• Gift guide links

• Shipping or booking deadlines

This creates a smooth path from discovery to purchase.

Highlight Last-Minute Options

Many shoppers wait until the final week. Offer:

• Same-day services

• Quick shipping

• Local pickup

• E-gift cards

These options help you stand out from big brands with slower logistics.

You Don’t Need a Big Budget to Make a Big Impact

The holiday season isn’t about who has the most money, it’s about who creates the best experience. Major brands may dominate with advertising, but small businesses win with authenticity, service, connection, and creativity.

By leaning into your strengths, optimizing your digital presence, and engaging your community, you can capture holiday attention and build long-term customer loyalty that lasts well beyond the season.

At Doukas Media, we help small businesses stand out with smart, strategic digital marketing, especially when competition is at its peak. If you’re ready to make this your most successful holiday season yet, we’re here to help.