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Thinking on Christmas – Part Two

Welcome to part two of our ‘Thinking About Christmas’ blog. In part one, we discussed the impact, the commercial uncertainties brought about by COVID-19 and how important it is to prepare. Here we continue the theme. It is time to turn those seasonal marketing plans into action.

We’re a month closer to the all-important festive period that previously has delivered a significant portion of annual revenue for so many businesses. So, what is it that businesses really need to do at this most crucial time?


COVID-19 Round 2 nearly here?

Now, it’s the last thing any of us want to hear, after the last 6 months of social and commercial turmoil. But it does appear that the much-heralded second wave of COVID is now starting. As we move into the colder months of the year, what will be the effect on consumers’ mindset and how is it going to change their behaviour?

Will people prepare for Christmas in the same way regardless? In the UK we have just had a new set of restrictions announced.  It’s tough after the relative freedom of the summer and could get tougher – will we celebrate in any case or snuggle down?

Are consumers running their own ‘what if’ scenarios and tightening their belts as a measure of caution?

According to a Brandwatch report

These are difficult questions. But what businesses need to do to succeed, is listen to what their existing customers are saying and adjust their marketing accordingly. Digging deeper into the nuance of  what is most important to their customers, can help businesses find a way forward.


Getting your Christmas moves on!

Christmas is now, little more than 12 weeks away and will be here before we know it! It’s imperative that whatever your strategy, you start implementing it soon. The services or products that you predict are going to have most appeal to your customers need to be consistently marketed and soon.

How will you do this, have you finished your plans? What channels will you use? How integrated is your marketing?

Are you running Christmas promotions? Everyone is looking for a bargain, aren’t they? Is this really what matters to your clients? How do you show real value?

How will you support your online sales? Internet shopping is expected to be wild this Christmas season, how will you stand out? What do producer lead-times look like – have you checked?

Decisions need to be made now, if you are going to execute your seasonal marketing plans fully and to the best effect.


Here’s to a Prosperous Christmas to us all!

Hopes and fears are front of mind at this time of year and never more so in 2020. This year is a miss-mash of optimism and pessimism, of confidence and nervousness. However, it’s going to be those businesses that are able to give their customers what they really want this Christmas that will be the more successful, so make sure you are listening properly and are ready to act quickly.

We would love nothing more than to help you achieve the marketing success your business deserves. We are ready and waiting to provide the very best in print marketing to support your sales throughout the year and now.  Interested in working together? Let’s have a chat about how we can help and see where that takes us.



Gill Robinson
28th September 2020


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