When to start promoting for a holiday
There is no single right answer, and I don't have data that proves one. A useful way to decide is to ask: how far ahead do my customers decide?
A simple rule of thumb
- Impulse or same-week purchases (a coffee, a haircut): announce about a week ahead and again a day or two before.
- Things people book or plan (a restaurant table, a party, a service visit): start two to three weeks ahead, because calendars fill.
- Gifts (gift cards, products): start a few weeks ahead so people can order and receive them.
- Big seasonal work (landscaping, heating and cooling tune-ups): start a month or more ahead, as you want to spread the workload.
Use more than one post
One announcement is easy to miss. A common pattern is: an early heads-up, a reminder when it is close, and a last call. Each should say something slightly different, such as the offer, the deadline, and how to book.
Look at your own history
If you have last year's sales or bookings, check when the rush started. That is better than any general rule.
In the tool
The calendar tool has a start promoting before each holiday setting, from the day itself to three weeks before. The exported calendar event is placed on the start date, with the holiday date in the title.