Christmas is the most important season of the year for many businesses, but also the most crowded. If you wait until December to start, you will be late: your customers will already be comparing, saving ideas and deciding where to buy from November onwards.
That is why we suggest a 2026 Christmas marketing calendar designed for small businesses: shops, studios, academies, restaurants, professionals and cultural projects.
The key dates of the season
- 27 November: Black Friday.
- 30 November: Cyber Monday.
- 6 and 8 December: the Constitution and Immaculate Conception long weekend in Spain, with lots of people out on the streets of Madrid.
- Mid-December: last days for on-time deliveries and office Christmas dinners.
- 24 and 25 December: Christmas Eve and Christmas Day.
- 31 December: New Year’s Eve.
- 6 January: Three Kings’ Day, the main gift-giving date in Spain.
- 7 January: the start of the winter sales.
November: prepare the ground
November is the month for planning. Decide what you are going to sell or promote, prepare your images and make sure your website and Google Business Profile show your special Christmas opening hours. If you have a newsletter, now is the time to grow it: offer something in exchange for subscribing, such as a gift guide or early access.
First half of December: inspire
During these weeks people are looking for ideas. It is the moment for content that helps them decide:
- Gift guides by budget or by type of person.
- Gift cards: the perfect solution for people who don’t know what to give (and for you, as you bring sales forward).
- Behind the scenes: how you prepare orders, your team, your decorated premises.
- Plans and experiences: workshops, classes, dinners or tickets to give as gifts.
Second half of December: make buying easy
Now the priority is making purchases quick and easy. Communicate clearly the last dates for delivery or booking, special opening hours and how to get in touch. A visible WhatsApp button on your website and quick replies on social media can make the difference against your competitors.
Christmas and Three Kings’ Day: emotion and gratitude
On the main holidays, slow down the selling and turn up the emotion. Send your community your best wishes, thank them for the year and share something personal about your brand. And don’t forget Three Kings’ Day: in Spain it is the big gift-giving date, so remind people they can still buy (or give a last-minute gift card).
January: don’t switch off the lights
After Three Kings’ Day comes the January slump, but also New Year’s resolutions. Ask your holiday customers for reviews, offer something to those who come back and prepare your “new year, new goals” content. What you sow at Christmas is harvested in the first months of the year.
Three tips to make your campaign stand out
- One idea, not twenty offers. A clear creative concept is remembered better than a list of discounts.
- Visual consistency. Use the same colours, typefaces and messages on your website, social media and email.
- Plan so you can enjoy it. Schedule your posts and emails in advance so you don’t live the season against the clock.
Shall we prepare your Christmas together?
At MdArte we design complete Christmas campaigns for small businesses in Madrid: creative concept, social media content, newsletters, ads and campaign pages. Write to us and we will reply within 24 hours.
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