It’s never too early to start planning.

It’s never too soon to start planning for the holidays, particularly for the promo industry. As Q4 gifting gets underway, distributors should craft a solid marketing plan that helps them stand out from the crowd. Here are five strategies for taking advantage of this bustling season.

1. Start early.
Reach out to repeat clients well in advance of December to share gifting ideas and product suggestions. Encourage them to lock into their plans as early as possible to ensure that sourcing and fulfillment are a breeze. Create social media posts and other content now with gifting options that might spark a prospect’s interest as they finalize holiday plans.

2. Know your audience.
Clients want to be treated like humans, not leads. Knowing your audience will help you determine the best solutions in ways that other business-to-business marketing campaigns might overlook. In a sea of holiday marketing emails, a curated and personalized solution to a prospect’s needs will stand out and lead to higher sales at the end of the year.

3. Go mobile.
Since the holiday season tends to be a break for everyone, your clients are less likely to be at their desks. Consider sending marketing messages through SMS, as well as creating a mobile-friendly landing page in order to maintain touchpoints with clients while they’re away from their computers. But be cautious about overusing texts; a little goes a long way to help avoid annoying your customers.

4. Offer holiday bundles.
Kitting is a great way to get creative with holiday gifting opportunities. Offering a variety of items as part of holiday bundles – and including the option for themed custom packaging – is an upselling opportunity. Or work with suppliers and use their premade bundles to entice clients. Ask your trusted suppliers whether they have themed kits you can offer clients for holiday gifting.

$1.35 trillion

expected holiday sales in the U.S.

5. Take advantage of Cyber Monday.
Holiday discounts tend to be associated with business-to-consumer marketing, but they can also be applicable for the promo industry. “Just like in retail, the concept of urgency and exclusivity also work in B2B,” according to a LinkedIn post from software development firm UpLead. Consider offering limited-time deals and or flash sales.

Add these cozy staples to couches, beds and beach chairs.

Comfort items are still in demand post-COVID – blankets in particular accounted for 2.6% of industry sales in 2023, according to new State of the Industry data from ASI Research. And now that people are traveling more, they’re used everywhere from planes to road trips to beach excursions.

This ultra-plush blanket is made from 100% polyester with whipstitch edges and a convenient carry handle. Comes in 15 colors with a matching decorative satin ribbon.

This plush blanket/pillow combo is made for travel – the blanket folds into a pillow for convenience on the go. A great corporate gift for hospitality clients or employees who travel frequently.

Consider this sherpa baby blanket as a gift for new parents. Perfectly sized for strollers, car seats and couches.

This sand-proof microfiber beach blanket is perfect for outdoor parties and picnics. It stretches to 70” by 85” but folds up in the accompanying travel pack for easy transport. Includes four corner stakes and sand pockets.

Recipients of the WeatherWrap Snuggle Blanket will stay cozy and dry both indoors and out. The plush, puffy polyester fabric is water-repellent and rolls up tight for convenient carrying. A great choice for outdoorsy brands or athletic teams.

This weighted blanket mimics deep-pressure touch with a hefty five-pound weight. Features dual-layered reversible sherpa and fleece fabric and includes a zippered carry bag.

This roll-up fleece picnic blanket has a PEVA backing that protects the fleece from tearing while a matching polyester flap provides the ideal surface for a full-color imprint.

Perfect for camping or cozying up by the fire, this puffy wearable blanket is designed to shield users from cold temperatures with a lightweight 20D ripstop nylon. Available in six colors.

The Denim Beachy Blanket features twisted fringe and a lightweight acrylic fabric perfect for a day at the beach. Measures 50” by 60” and takes either a leatherette patch or embroidery.

Take an eco-friendly approach to one of the industry’s top categories.

Writing instruments are a perennial promo favorite. Brand-new Counselor State of the Industry data indicates that the category accounted for nearly 5% of all industry sales in 2023, and “pens” are consistently the top most-searched product in ESP each quarter. Now, with end-buyers demanding more eco-conscious items for their campaigns, suppliers are delivering – check out the sustainable writing instruments featured here, including pens made of sustainable bamboo and pencils made of Forest Stewardship Council (FSC)-certified wood.

Insurance agents are sure to stand out with this bamboo ballpoint/stylus. Can be purchased with gold or silver accents.

The Tri-Stic pen is made of 73% pre-consumer recycled plastic, ideal for eco-conscious events. All three sides, plus the clip, can be imprinted.

Certified by the FSC, this #2 pencil features a brass-colored ferrule and red eraser. Consider schools and community events

The Marcello ballpoint is made of a wheat straw composite and comes in four colors. Pitch to sports teams and trade show exhibitors.

The Eva ballpoint/stylus features a barrel made of recycled paper. Clip comes in four colors. Suggest that professional services companies give them out to new customers.

Made from 40% reclaimed wheat straw, this Zen pen is a sleek and colorful choice for fundraisers and company events. Can be purchased in five colors.

The plantable Sprout Pencil is made of sustainable wood and, once planted, grows into a cherry tomato, basil or cilantro plant. Well suited for garden centers and nurseries.

This click-action pen has a biodegradable cardboard barrel and bamboo clip. A perfect branding match for nature centers.

The Olivia twist-action ballpoint is made of a wheat straw blend and has chrome accents, metal clip and stylus. Comes in five colors.

Staff and volunteers at nonprofit organizations, particularly those with an environmental mission, will appreciate these bamboo ballpoints.