The holiday season is coming faster than you can say “did you know Pavlova is actually from New Zealand?”, and for makers in business, this is your moment.
Whether you’re stocking up for your final market of the year, selling through your online store, or simply trying to keep up with a flood of festive orders your marketing strategy needs to be as polished as your products.
For makers in business, holiday season can be the difference between a good year or a tricky one. Retailers big and small know this, which is why Black Friday and Cyber Monday dominate November like a pair of over-caffeinated reindeer.
But here’s the good news: as a maker, you don’t have to join the discounting frenzy if it doesn’t align with your brand. Instead, you can ride the wave by offering something different: authentic, sustainable, and proudly handmade.
Made Right Here
That’s where Made Right Here, our Australian Makers Directory event, comes in. It’s our conscious alternative to Black Friday and Cyber Monday, spotlighting Australian makers who care about creativity, quality and community. Whether you join us in that, or build your own holiday push, the message remains the same: start planning now.
Why start now?
Let’s be honest: scrambling at the last minute doesn’t do anyone any favours. When you prepare your holiday marketing strategy ahead of time, you:
- Stay stress-free: No midnight Canva design marathons.
- Maximise exposure: More time to get your campaigns in front of your ideal customers.
- Make better decisions: Without panic, you can choose strategies that align with your brand and your values.
The Big Retail Moment: Black Friday vs. Handmade Alternatives
Black Friday and Cyber Monday (BFCM) can feel like a tidal wave of “buy now!” messaging. For large retailers, it’s all about slashing prices and clearing stock.
For makers however, steep discounts can devalue your work and eat away at already-thin margins.
So what’s the alternative? Highlight the value of what you do. Share your story. Promote the sustainability of your materials. Focus on limited editions, small-batch creations, and thoughtful gifting.
Campaigns like Made Right Here are designed to elevate handmade products above the noise, tapping into customers who care more about quality and ethics than bargains.
Markets, Pop-ups, and Festive Events
December weekends are prime time for markets, pop-ups, and creative fairs. These events aren’t just about sales, they’re a marketing goldmine.
Shout about it: Use your social media to tell your audience where you’ll be and what you’ll be bringing. A simple “find me at…” post can make all the difference.
Show, don’t just tell: Use video to capture the excitement of setting up your stall, chatting with fellow makers, or giving a sneak peek of your market-exclusive products.
Collect contacts: Don’t let your marketing stop when the market ends. Use sign-up sheets or QR codes to capture emails from new fans.
Marketing Tactics You Can Use Right Now
So, what can you do today to give your holiday season the best chance of success? Here are some ideas that work well for makers:
Email campaigns with heart
Remind your subscribers why they love buying handmade. Share stories, behind-the-scenes peeks, and clear “order by” dates to manage expectations.
Gift wrapping demos
People love a well-wrapped gift, and showing your customers how you wrap (or offering it as a freebie/paid add-on) is a great way to add value. A quick reel or story showing your wrapping process will get shares and save your customers time.
Countdown campaigns
Create urgency without the hard sell. Think “12 Days of Handmade” where you spotlight one product each day, or a “Gift Guide Countdown” that helps customers shop for everyone on their list.
Festive bundles
Package up complementary products together. A ceramic mug + handmade tea + a cosy coaster? Suddenly it’s a ready-made gift set.
Customer-generated content
Ask your community to share photos of your products in their homes, under their trees, or wrapped up for loved ones. Nothing sells like joy.
Balancing Ethics and Sales
Marketing during the holiday season doesn’t mean becoming a sales machine. Your customers already know it’s shopping season. What they want from you is inspiration, reminders, and reasons to choose your brand over mass-produced alternatives.
Don’t be afraid to say: “We don’t do Black Friday discounts, but we do make thoughtful gifts that will outlast the sales.” Own your difference.
The holiday season doesn’t need to be frantic either, not if you prepare well. By planning your campaigns early, leaning into your handmade story, and tapping into opportunities you’ll stand out in a sea of sameness.
Remember: you’re not just selling products. You’re offering joy, meaning, and connection. What could be more festive than that?
If you’re not a member yet, now is the time. For just $9 a month you will be able to access some of our content that covers these topics in more depth, with actionable steps and practical tips.
To get involved in Made Right Here, join as a Maker on the Australian Makers Directory. It’s FREE.
Got a product that you’d like featured in our hugely popular annual gift guide? Send us an email with a lovely picture of your hero product and a link to it in your online store! Email contactus@makegoodthingshappen.com.au
Logged-in members have access to further learning below.
Ready to join? It’s only $9 per month. Get started.
