As the busiest time of year for wineries approaches, it’s critical to plan ahead for the holiday season, specifically the OND period (October, November, December). With so many opportunities—Black Friday, Cyber Monday, Thanksgiving, Christmas, and New Year's—wineries need to strategically market to capture sales and build lasting customer relationships. Here’s a detailed guide, based on our Holiday Marketing Webinar, to help you create campaigns that will maximize your success this holiday season.

Why Holiday Marketing is Critical for Wineries

The holiday season often represents the most lucrative time of year for wineries, with up to 30% or more of annual sales generated during OND. This period provides opportunities for increased engagement, new customer acquisition, and deeper loyalty with existing customers.

The biggest reason for the spike in holiday sales is the gifting mindset. During the holidays, customers are not only buying for themselves but also looking for thoughtful gifts. Wine is a perfect gift because of its versatility and universal appeal. Shoppers are searching for convenience, something they can easily purchase and present as a festive, elegant gift. Plus, many holiday gatherings, from Thanksgiving dinners to Christmas parties, often feature wine as a central component of the celebration.

However, with these opportunities come high customer expectations. Shoppers want seamless shopping experiences, fast shipping, and responsive customer service. If your winery fails to deliver on any of these fronts, you risk losing those customers for good. Studies show that three bad experiences are enough to turn customers away from a brand forever.

Planning Your Holiday Marketing Campaigns

The first step to holiday success is strategic planning. You need to look at the entire OND period and consider how your wines can fit into different occasions and celebrations.

Key Holidays to Target

• Thanksgiving: A perfect opportunity to promote wine pairings for holiday meals.
• Christmas & Hanukkah: Major gift-giving holidays that allow you to promote festive wine bundles.
• New Year's Eve: The perfect moment to market sparkling wines and party packs.
• Cultural Holidays: Consider campaigns that align with holidays like Diwali, Lunar New Year, or Global Champagne Day to engage diverse audiences.

Action Step: Holiday Bundles

• Bundles are the MVP of the holiday season. Customers love the convenience and value that bundles offer, and you can create themed sets for different budgets and occasions. For instance:
  • A Thanksgiving Dinner Bundle that includes wines designed to pair with turkey and sides.
  • A New Year’s Eve Sparkling Trio that helps customers celebrate in style.
  • A 12 Days of Christmas Wine Set, with a new wine to open each day leading up to the holiday.

These themed bundles not only simplify the buying process for your customers but also provide higher-value orders for your winery.

Action Step: Holiday Gift Guides

• Creating a Holiday Gift Guide is another way to make shopping easier for your customers. Your gift guide can include categories such as:
  • Gifts under $50
  • Wine Lover’s Must-Haves
  • Holiday Party Essentials
  • Corporate Gifting Options
  • Wine Club Memberships as Gifts

A well-organized gift guide—whether printed or digital—gives your audience an easy way to browse your holiday selections. Consider featuring this guide prominently on your website and promoting it through email and paid ad campaigns.

Action Step: Corporate Gifting

• You can offer corporate bundles that businesses can send to their clients and employees. Be sure to reach out to potential corporate clients early to secure orders before the holiday rush. Not sure where to start? Look at your vendor list and reach out to wine club members!

Black Friday & Cyber Monday: Strategies for Success

Black Friday and Cyber Monday are pivotal shopping days, offering wineries a golden opportunity to boost sales, acquire new customers, and deepen engagement with loyal ones.

Building Anticipation

• Start building anticipation early. Add a countdown banner to your website with text like, “Join our email list to be the first to know about our biggest sale of the year!” Use phrases like “The best offer of the year” to create urgency and drive signups.
• On social media, start teasing your holiday promotions in mid-November with posts like “Get ready for exclusive bundles and savings this Black Friday!” This not only builds excitement but also keeps your winery top of mind as customers begin their holiday shopping.

Segment Your Audience

• Early Access for Wine Club Members: Open your Black Friday sale early for your wine club members—starting as early as the Tuesday before Thanksgiving. This rewards their loyalty and ensures they get the first pick of your best offers.
• Target High-Spending Customers: On Wednesday, send targeted offers to your highest spenders who possibly aren’t part of your wine club. A personalized offer, like an extra discount or exclusive bundle, can encourage them to make a larger purchase.

Tailor Your Promotions

• To maximize sales, offer different promotions on Black Friday and Cyber Monday. For example:
  • Black Friday: “25% off 6 bottles”
  • Cyber Monday: “30% off everything with code CYBERMONDAY”

Offering variety will encourage customers to come back and shop more than once during the holiday weekend.

Use Email Segmentation and Pop-Ups

• Throughout Black Friday and Cyber Monday, segment your email campaigns strategically. Send a big push in the morning, followed by reminders in the afternoon, and a final “last chance” email in the evening to drive those last-minute purchases.
• Use pop-ups on your website to highlight flash sales or countdowns, keeping the sense of urgency alive throughout the holiday shopping frenzy.

Leveraging Social Media and Paid Promotions

Social media is one of the most powerful tools for building engagement and awareness during the holidays and should be . Platforms like Instagram, TikTok, and Facebook are ideal for visual storytelling and connecting with younger audiences. Use these platforms to attract newsletter signups with posts and advertisements teasing upcoming offers.

Instagram:

• Use Instagram Stories and Reels to showcase holiday-themed content, such as behind-the-scenes looks at your winery, wine pairings, or gift guides. This platform is perfect for quick, engaging content that keeps your audience informed and excited.

TikTok:

• TikTok is increasingly popular, especially among Gen Z consumers. Though there are some advertising restrictions for alcohol, wineries can still get creative with lifestyle content. Consider holiday wine party tips, wine pairing ideas, or gift suggestions for the season. Read our full article on TikTok advertising for wineries here.

Paid Promotions:

• Align your paid ads with holiday offers to increase traffic and sales. Paid promotions on platforms like Instagram and Facebook help you extend your reach and convert new customers. Don’t forget to sync your organic social media efforts with your paid ads for maximum impact.

Logistics & Customer Support: Preparing for the Holiday Rush

Logistics and customer service are just as important as your marketing efforts during the holiday season. Here’s how to ensure you’re ready:

Inventory & Shipping Readiness

• Make sure your best-selling items, holiday bundles, and gift sets are fully stocked. Don’t forget to order packaging and shipping supplies in advance—branded packaging can add a festive touch and enhance the customer experience.
• Clearly communicate shipping deadlines across your website, email, and social media. A countdown banner on your website (e.g., “5 days left to order for delivery by Christmas!”) can drive urgency and encourage last-minute purchases.

Streamlining Fulfillment

• Whether you handle shipping in-house or through a third-party logistics provider, ensure your fulfillment process is ready for the influx of holiday orders. Offering customers a choice between standard, expedited, or in-store pickup can improve their experience and increase conversion rates.

Customer Support

• During the holidays, customer service needs to be top-notch. Equip your team with the resources to handle increased inquiries, whether it’s about shipping, gift suggestions, or order changes. Personalized customer service during this busy time can lead to loyal, repeat customers.

Final Thoughts: Ready to Crush OND?

The holiday season is your winery’s golden opportunity to not only increase sales but also create lasting relationships with your customers. Whether through holiday bundles, early access for wine club members, or thoughtful email marketing campaigns, your strategy should focus on creating an experience that goes beyond the transaction.

By preparing early, segmenting your audience, and delivering a seamless customer experience, you can turn one-time holiday shoppers into loyal customers who return throughout the year.

If you missed our Holiday Marketing Webinar, you can still catch the full recording here and view our OND checklist here.

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