Small Business Survey: These 3 Strategies Boost Holiday Revenue and Sales

We’re entering the most wonderful, and most busy, time of year for small businesses. But you have to play your cards right. 

Constant Contact just released its 2025 Small Business Holiday Outlook report, with statistic-backed tips on how to maximize your sales this season. The survey includes responses from over 1,800 small business owners and around 2,500 consumers throughout the U.S., Canada, the UK, Australia, and New Zealand. 

According to the survey, 60 percent of small businesses credit 50 percent of their annual sales to the end of the year. That might feel like a lot of pressure, but 77 percent of owners believe they’ll hit their revenue goals. 

Here’s how to make the most of the holiday rush. 

Off-Beat Marketing

Social media is crucial. Nearly 40 percent of SMBs say marketing through socials is the most impactful route, while email marketing was only recommended by 18 percent of respondents. 

It’s no coincidence that Duolingo killed off its mascot, or that David protein bars launched a frozen cod; getting creative is key. Thirty-three percent of businesses launched new, out-of-the-box marketing campaigns in 2025, which is over four times more than last year. 

Strategic Discounts

After businesses check off successful marketing from their holiday lists, the next task to tackle is promotions. Over half of businesses say that discounts and sales are the most effective, and 36 percent of owners plan to tap into that strategy this season. 

Even with these power moves, economic pressures are a concern. Forty-six percent of businesses say tariff policies have negatively impacted them, causing them to raise prices and cut expenses. Inflation is a worry for 32 percent of respondents, followed by weak customer spending, cited by 22 percent. 

Develop Returning Customers

Luckily, consumers seem to be pulling their weight. Seventy-two percent report that they go back to the same small businesses every holiday season, and 88 percent say they’re likely to return after making a holiday purchase. The data shows it’s crucial to lean into those relationships to make sure you stay on customers’ radars this year.

One last tidbit? The report found that businesses with fewer than 10 employees are less likely to prepare for this time. If this applies to your business, you have an opportunity to step out from the norm and get in line for the upcoming boom in sales.