The Christmas campaign is planned in September

It sounds excessive to talk about Christmas with summer barely over, but this is exactly when it gets decided whether the campaign works or gets improvised.

Why now and not in November

Because by November the diary of anyone creating content in your area is full, deadlines get shorter and everyone asks for the same thing at once. What is agreed calmly in September gets agreed in November by overpaying, or does not get agreed at all.

And because Christmas content needs to exist before the dates: if your campaign goes out on 20 December, it arrives once people have already bought.

What to decide in September

Exactly what you want to push. Not "Christmas": the gift item, the group menu, the extended hours, the hamper. One specific thing.

With whom. If you have already worked with someone and it went well, now is the moment to propose it, before their diary fills up.

When it goes out. Set the publication date working backwards from when people decide, not from the day itself.

What you can prepare without spending

Product photos before the madness starts. Stock decided. December opening hours settled and updated wherever you have them published.

And a warning

The Christmas campaign is the most saturated of the year. Generic festive content disappears among a thousand others. If you are going to do something, make it specific and yours: what only you sell, what only you know how to do. That is what survives the December noise.