And, if you’re a retailer planning campaigns for the busy months ahead, this probably doesn’t surprise you! What may surprise you, however, is how many businesses leave their campaign planning to the last minute. We know it’s July, but if Christmas campaigns are on your agenda, you need to start planning now. June and July are when savvy retailers secure the best print slots and optimum mailing windows – while their competitors are still thinking about the summer holidays.
The retailers that know this will get a head-start on their seasonal direct mail. Everyone else will simply get lost in the noise once December rolls around. Having produced over 15,000 catalogue pages annually and managed hundreds of Christmas campaigns over 20+ years, we’ve seen every seasonal marketing mistake (and
success) in the book. We know the most successful campaigns aren’t always the ones with the biggest budgets. Often, they’re the ones that understand when to zig, when everyone else zags.
Here’s what works when the competition heats up (just as the weather cools down)…
We're booking 2025 Christmas slots in July (and you should be, too!)
The biggest mistake we see retailers make? Following the herd.
Everyone mails on the same obvious dates, fights for the same letterboxes, and wonders why their carefully crafted campaigns get filed into the recycling bin.
Early planning for Christmas gives you access to better print slots, more creative development time, and – most importantly – the optimum mailing dates. While others are rushing to send direct mail in late November for Black Friday and Cyber Monday, you can relax knowing your mail is ready to go.
And, here’s a little tip from us: post-Christmas offers opportunities that most retailers miss. While everyone’s focused on December sales, January opens doors for ‘New Year, new you’ positioning. Fitness brands, financial services, and home improvement companies achieve exceptional response rates in early January, because consumer psychology shifts from ‘buying gifts’ to ‘investing in myself.
How to stand out when everyone’s shouting
During peak periods, being noticed isn’t about shouting louder. It’s about being strategically different.
Physical differentiation – whether through format changes or tactile elements, creates immediate impact when customers are handling their mail. If customers can literally feel the difference between your mailers and your competitors – then it’s more likely to create a lasting impression.
Creative-wise, resist the urge to follow seasonal clichés. We know it’s Christmas, but avoid red-and-green (unless it’s part of your brand!). Taking a premium, sophisticated approach often cuts through more effectively.
Working smarter with your data
When doormats are crowded, precision beats volume. Every time.
This is where a good data strategy becomes your secret weapon. Clean your data before busy periods hit. Duplicates and outdated addresses cost more when the competition is fierce and every piece of direct mail needs to work harder.
We always recommend behavioural segmentation during peak periods. Your early shoppers and last-minute buyers are different people with different motivations. Early birds respond well to exclusive previews and “see it first” messaging, whereas last-minute shoppers need clear stock availability and immediate gratification.
Geographic targeting becomes particularly powerful during busier periods. While there is an obvious focus on driving online sales, And, with just under 72% of all transactions still taking place in-store in the UK, it’s no surprise that DM can also be used to drive visits to physical shops, as well.
Making your mail work with everything else
Your DM campaigns shouldn’t exist in siloes or isolation – especially during busy shopping periods when customers are jumping between channels throughout their buying journey.
Attributing UTM codes or landing pages to your DM campaigns can help you identify site visitors and conversions who received your mailers. From there, you can look at setting up targeted retargeting campaigns, too.
Customer data from direct mail responses (or the segments you’re using) can also feed into lookalike audiences for paid social campaigns, expanding your reach to similar prospects, too.Also prioritise following-up with your prospects through targeted emails or social ads that reinforce the same offer or messaging. Having an initial, physical touchpoint primes recipients for digital follow-ups.
Making busier shopping periods work for you
The retailers who consistently succeed during peak periods aren’t necessarily the ones with the biggest budgets or flashiest creative. They’re the ones who understand that strategic timing, targeting, and tactical partnerships often matter more than pure spending power.
As we head towards Q4, remember: your customers will be dealing with more choices and messages than usual. The campaigns that cut through will be the ones that respect this reality, and make engagement genuinely worthwhile.
