Why December is the Smartest Month to Market Your Service-Based Business

As the year winds down, many service-based businesses hit the brakes on their marketing—but that could be your biggest opportunity yet.

While competitors are coasting into the holidays, savvy business owners see December as the perfect time to get ahead. Why? Lower competition, higher visibility, and an audience that’s still spending. Now’s your chance to shine.

December Marketing Isn’t Optional—It’s Strategic

Slowing down in December may feel natural, but it’s not always smart. In fact, many consumers are still actively searching for services this month—whether they’re checking items off their to-do list, planning ahead for the new year, or using up flex spending and budgets.

Less noise in the marketplace = more room for your message to break through.

Cheerleader moment: You don’t need to outspend your competition—you just need to outlast them. Staying visible now sets the stage for a big Q1.

4 Reasons Why You Should Market Through December

1. Lower Competition Means Higher Attention

When other businesses pull back, you show up. With less competition in digital ads, direct mail, and local promotions, your message has a better shot at grabbing—and keeping—attention.

2. Advertising Costs Often Drop

Digital ad rates can dip during December as B2B advertisers scale back. That means lower CPMs (cost per thousand impressions) and better ROI if you keep your campaigns running.

3. Consumers Are Still Spending

Whether it’s last-minute home improvement projects, year-end financial planning, or getting ahead on 2025 goals—people are still making decisions. They’re looking for trustworthy, reliable providers—and that could be you.

4. You’ll Build Momentum for January

Keep those leads flowing now and you’ll start the new year with a warm audience ready to convert. It’s like giving your future self a running start.

What the Numbers Say

The fact that the holiday season accounts for approximately 20% of annual U.S. retail spending highlights how active consumers still are in December—even though “retail” usually brings to mind products, not services.

The truth is, the same seasonal mindset of gifting, planning, and wrapping up the year also fuels demand for services like home improvement, cleaning, financial advising, landscaping, and more.

With online and retail holiday sales forecasted to grow again this season, consumer momentum is real. And that wave of shopping energy often spills over into service categories—especially when your services are positioned as solutions that make the holidays easier or the new year better.

And let’s not forget this: consumers are value-driven. Price, convenience, and limited-time promotions matter more than ever. That’s why December-specific campaigns like “Book now and save,” “Holiday prep discounts,” or “Early-January project bonuses” can give you the edge.

Even if some households are cautious about spending, the baseline of holiday-season activity remains high. That means there's still a sizable audience ready to act—especially if you're one of the few businesses actively showing up while your competitors hit pause.

What Marketing Tactics Work Best for Service-Based Businesses in December?

Here’s what we recommend for Taradel users looking to finish the year strong:

Direct Mail (EDDM)

A high-impact, low-clutter mailbox environment in December gives direct mail a serious edge. 71% of consumers are excited to discover what’s in their mail each day—and EDDM is the perfect way to get your message into the hands of every household in your service area.

Plus, when paired with digital ads, response rates can increase by 63% and conversions by 40%.

Digital Advertising

Facebook, Instagram, and Google Display ads offer flexible, hyper-targeted reach. With CPMs as low as $10–$20 depending on the channel, it’s an affordable way to stay top-of-mind.

Special Offers + Booking Incentives

Encourage action now by offering:

• "Book now, start in January" discounts

• Free consultations for 2025 projects

• Limited-time bonuses for holiday scheduling

These time-sensitive offers tap into urgency and help you build a December pipeline that keeps growing into next year.

Real Talk from a Taradel Customer

"The process was so simple and easy to use. We had our graphic artist draw up our card and uploaded the file to Taradel. I chose the ZIP codes from their interactive map. It could not have been any easier to use."

— Tim Lewis, Service-Based Business Owner

December Marketing Action Plan

1. Send a local mailer using EDDM to promote holiday or January offers

2. Run Facebook or Google ads with geo-targeting in your service area

3. Update your website with holiday hours, new offers, and lead capture forms

4. Send an email blast to past clients with an end-of-year “thank you + referral bonus”

5. Post consistently on social media with client wins, before-and-afters, and behind-the-scenes moments

Wrap-Up: December is YOUR Time

While others take a break, you're laying the groundwork for an incredible new year. Keep your eyes ahead, your messaging strong, and your marketing momentum rolling.

Let the others hibernate—you’ve got goals to crush.