Social Season’s Greetings: SMBs Leaning On Social Media For Holiday Marketing (New Report)

With holiday marketing already underway and holiday shopping just a little over a week away from kicking into its highest gear, SMBs know what’s working.

According to Constant Contact’s Small Business Holiday Outlook 2025, 40% say social media marketing is making the most holiday impact, “significantly outweigh[ing] email marketing,” which is usually the most-effective channel.

“Small businesses are pushing creative boundaries with their marketing strategies,” writes Kristen Andrews of Constant Contact, which found that the holidays account for half of annual sales for 60% of SMBs. “Notably, the U.S. saw a dramatic shift in campaign innovation, with the number of businesses launching entirely new marketing campaigns quadrupling from 7% in 2024 to 33% in 2025.”

Like consumers in general, SMBs are concerned with rising costs, with 32% ranking inflation as their biggest concern ahead of weak customer spending (22%). But in what Constant Contact correctly calls the “heartwarming part,” the support for SMBs is legit, with almost three-quarters planning to seek SMB deals (70%) and returning to the same small business each holiday season.

 (Source: Constant Contact)

“Build on that loyalty,” writes Andrews. “Your personal touch is what sets you apart and keeps them coming back. Use targeted email marketing and automation tools to nurture these relationships, turning first-time holiday shoppers into loyal, year-round advocates for your brand.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: