What your business needs to know and do now to prepare for the festive season.

Festive Season Marketing: 10 Things Your Business Needs to Know.

The festive season is one of the busiest and most competitive times of the year for businesses. But this year, it’s not just about getting your Christmas marketing ready. Rising advertising costs, changes to the way users search along with the growing influence of AI and new rules around online advertising all bring extra things to think and act on.

Whether you’re looking to attract more customers, generate enquiries or make the most of your existing audience, preparation now can make a big difference. Here are 10 things your business needs to know to stay ahead this festive season and start the new year on the right foot.

1. Expect higher Ad costs. UK ad spend is forecast to hit a record £14bn this quarter (up 8.2% year-on-year) so auctions on Google and Meta will be at their most competitive and cost per click will rise, even if you’re not running seasonal offers. Agree your budget early, put spend behind your best-performing campaigns, and hold off testing anything new during peak weeks, when testing is expensive and hard to measure.
2. Search rankings may move. Google’s November core update began on 10th November and could take up to two weeks to roll out, so organic rankings may shift over the coming weeks. Avoid making big SEO changes in reaction to early movement; wait until the update has settled before judging the impact. If you rely on a few key enquiry terms, paid search is a useful safety net in the meantime.
3. Make sure AI tools describe you accurately. Google’s AI Overviews now appear at the top of a large and growing share of searches, often answering people’s questions before they reach your website. Clear, up-to-date content on your site gives Google the right information to cite. ChatGPT has also started letting eligible businesses claim a profile, keep their details current and see how often they’re mentioned. Not every UK business can claim one yet, but it’s worth checking whether yours can.
4. Review AI-generated ads. Meta’s Advantage+ and Google’s automated assets can create and edit your ads for you. Check any AI-generated versions before they run, especially ones that mention prices, services or claims. Meta had planned new terms for 20th November 2026 that would have made advertisers responsible for anything its AI tools create or change. Those changes are paused, but Meta’s existing terms already make you responsible for checking AI-generated content you choose to use, so the advice stays the same: review before you publish. We’re keeping an eye on this and will let you know if anything changes.  ChatGPT ads are now available to UK businesses. They appear alongside ChatGPT’s answers and are matched to what people are asking about, so they reach people while they’re actively researching. It’s still a new channel and results are unproven, so we wouldn’t move core budget away from Google or Meta. Instead, treat it as a small, well-tracked test in the new year.
5. Use organic social media to build community. Reach is tough at this time of year, so focus on building relationships rather than broadcasting. Short-form video, behind-the-scenes content, team and supporter stories, and customer or client reviews tend to outperform polished graphics.
6. Plan around Facebook’s link limits. Meta is now limiting many Facebook Pages to just two organic posts or comments a month containing links to outside websites, unless they pay for a subscription. If you use Facebook to send people to event pages, booking forms or blog posts, put the key information directly in your posts and use them to encourage email sign-ups, so you’re not relying on links to reach people.
7. Make the most of your email databases. Email marketing is one of your highest-return channels at this time of year, and it’s one you fully own. Protect deliverability by cleaning out long-unengaged contacts and avoiding sudden spikes in sending volume. Segment your list so loyal customers, clients or supporters get something tailored rather than one message for everyone, and check any automated emails, such as welcome or follow-up sequences to see additional value.
8. If you’re running offers or an ecommerce brand. The Competition and Markets Authority (CMA) is cracking down on misleading pricing. The price you advertise must be the total price, including delivery fees and any other unavoidable charges, from the ad right through to checkout or you risk fines. Countdown timers must be genuine, “was” prices must be real, and add-ons shouldn’t be pre-ticked. Lead with a clear saving rather than vague “sale” messaging, submit new ads early because ad review queues slowdown in the run-up to Black Friday (27th November) and Cyber Monday (30th November), and show your Christmas delivery cut-offs clearly in your ads and on your website.
9. Think beyond Christmas. Make sure your festive opening hours are clear on your website, Google Business Profile and social channels. For many B2B businesses, December is quieter, but January brings fresh plans and budgets, so use the next few weeks to get your website, content and New Year campaigns ready to hit the ground running.
10. Tracking results is harder over busy periods. Decide upfront what success looks like for you, whether that’s enquiries, bookings, donations, sales or new customers, so you’re not relying on any one platform’s figures.

The key takeaway is to plan ahead and make sure your marketing is working as hard as it can over the coming weeks, this means reviewing your budgets, checking your campaigns, keeping your website and business information up to date, and making sure your messaging and tracking are in good shape.

Not every new platform, feature or trend will be right for your business, so focus on what will make the biggest difference to your customers and your goals. Getting the essentials in place now will help you avoid last-minute surprises.

If you need a hand reviewing your marketing or planning your next steps, get in touch. We're always happy to help.