Newsletter # 7
This Newsletter Is For:
The entrepreneur who wants to squeeze every coin, checkout, sale, and “add to cart” out of December without losing their minds.
Your Last Minute Christmas
Shopper Breakdown
(And How to Sell to Them)
So if you have a business, they always tell you in marketing school that Black Friday and Cyber Monday are the biggest sales days of the year.
Cute… but also incomplete.
Because what they don’t tell you is that procrastinators like me shop all the way up to Christmas Eve. Like—coat on, keys in hand, fighting the crowds on December 23rd energy.
About 40% of holiday shoppers say they will do “all or most” of their holiday shopping in the month of December, and about 90% say they will buy at least some gifts in December. My goal is for you to get some of those last-minute sales right before Christmas.
I remember every Christmas season, standing in those long post office lines, trying to guarantee my jewelry customers got their last-minute orders. Every year, I became a personal expert on USPS, FedEx, and UPS cutoff times. (Honestly, at this point I should’ve gotten a badge or something.)
Traditional marketing timelines say, “Once Black Friday is over, the big sales are done.”
But after running a jewelry brand and surviving Christmas shopping seasons since 2020, there are two things I know for sure:
1. People shop until the literal day before Christmas.
2. December can be a huge money month if you stay present while other businesses go into nap mode.
So here’s the choice you get to make right now: Are you going full-gear for the rest of December to make these sales happen? Or are you clocking out until January to chill?
If you chose the first one, this newsletter is absolutely for you.
So here’s a holiday shopping marketing secret - There are three big shopper personalities you’re speaking to all month. Your content + emails should shift slightly depending on who you’re targeting.
Let’s get into it:
1. “Treat Yo’ Self” Shopper
They’re DONE shopping for everyone else, and now it’s their turn.
Think:
– The cool aunt/uncle who already bought everything in November
– The mom who’s been shopping for the kids nonstop and is now like, “I deserve something too.”
– The person who’s been eyeing your product/service since March but never hit checkout
What they need:
-Permission to indulge
-A break from the chaos
-Self-care energy
-“You’ve earned this” messaging
What to highlight:
Items they’ve been eyeing
New Year prep (journals, planners, wellness, glow-up items)
Anything that screams: Treat yourself!
2. The Last-Minute Shopper
AKA: The “life has been lifing, and now Christmas is in 7 days” shopper.
This person is overwhelmed, busy, and just wants someone to make it EASY for them.
They will LOVE you if:
You let them cross multiple people off their list in one order
You show them exactly who each gift is perfect for
You offer bundles (ex: buy 2, get 1 free)
You remind them that they don’t have to go to 10 stores
What to create:
Gift guides
“Who this gift is for” graphics
Bundles
“Order by this date” reminders
Your job is to be the calm in their holiday storm.
3. The Gift Card Loyalist
Some people don’t like thinking — and honestly, that’s fine because we love a gift-card buyer. Gift cards are their love language. Your job? Simply remind them that you’ve got gift cards ready and waiting for them to click, buy, and keep it moving.
Why this shopper matters:
There’s no shipping to worry about
They can buy them up through CHRISTMAS MORNING
They work for both product and service businesses
They’re perfect for indecisive people
Just make sure:
You have gift cards available
You’re promoting them
You include them in every email + social post
These people are EASY sales so don’t sleep on them.
Other December Marketing Reminders
1. Get a content calendar
Your brain will thank you because planning saves lives.
2. Check your carrier cut-off dates
Let people know EXACTLY when they need to place their order to get gifts by Christmas. You’ll need to look up this date with your preferred shipper.
3. Enable priority shipping
Last-minute shoppers will pay extra for priority shopping, so make sure you give them the option.
4. Give yourself grace
If this is your first full-force Christmas season, take it slow. Whether you get 2 sales or 50, this month will teach you SO much about your audience, what they respond to, what they ignore, and what you should focus on next year.
Hot Post of the Week
ChatGPT Prompt of the Week
Want to take what you just learned and make it personal? Enter this prompt into ChatGPT to copy, paste, customize, and go make your December coins.
Give me 7 ways to generate last-minute December revenue as an entrepreneur who sells __________ . Include flash offers, bundle ideas, lead-gen ideas, and scripts I can use on social media and email.
People Worth Following
Each week, I share one creator whose content has genuinely helped me level up in marketing. This week’s pick is: Daniel Murray. He gives real, no-fluff marketing advice that entrepreneurs can actually use. No complicated jargon, no high level corporate buzz words; just practical tips that help you grow your business and your audience. If you’re a business owner trying to get smarter about marketing without wasting time, he’s definitely worth the follow.
LinkedIn - Follow Here
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That’s It For This Week
See ya next week!