Most law firms wait too long to think about holiday marketing, and it shows. The holiday season might seem far away, but the most effective campaigns are already in motion long before the first holiday card hits the mailbox. A rushed, last-minute approach leads to missed opportunities. Planning ahead allows you to create something thoughtful, memorable, and genuinely impactful. 

Starting now gives you the time to be intentional without the pressure of the holiday rush. Both LocaliQ and Big Ideas for Small Business highlight that early planning leads to better results and less stress. 

For a deeper look at why holiday marketing matters and how to do it well, check out the Great Practice, Great Life episode, Holiday Marketing Made Simple. 

Here are five strategies you can start working on now to make this year’s holiday marketing meaningful and effective: 

1. Show Appreciation with a Personal Touch 

Holiday marketing offers a natural and meaningful way to express gratitude, and that makes a lasting impression. Whether it’s clients, colleagues, or referral partners, the act of saying “thank you” builds trust and strengthens loyalty. 

In The Transformative Power of Gratitude episode, Brother Curtis shares how expressing sincere appreciation can change the dynamic of professional relationships. When planned well in advance, holiday gifting and messaging become genuine gestures, not just a marketing tactic. 

Try this: Start with a client list and make note of personal preferences, milestones, or meaningful interactions. Use that data to guide your gift and message choices. A custom card, a relevant book, or a branded item with a handwritten note can go further than the usual gift basket. 

Pro Tip: Keep gifts simple, useful, and personal, like a handwritten note with a small, thoughtful item. This keeps your outreach genuine. 

2. Create Holiday-Themed Content That Adds Value 

Seasonal content that speaks to your audience’s legal concerns can position your firm as a trusted resource. Holiday marketing isn’t about being promotional, it’s about being present and helpful. 

Try this: 

• Estate planning: “Five Things to Update in Your Will Before the New Year” 

• Family law: “Navigating Custody Schedules During the Holidays: Tips for Co-Parents” 

• Personal injury: “Safe Driving Tips for the Holiday Travel Season” 

Draft your content now and use built-in tools on LinkedIn to schedule posts or Meta Planner to schedule ahead of time. 

Pro Tip: Tie content into your email newsletters or repurpose it into short-form social media tips to stay top-of-mind without overwhelming your audience. 

3. Host a Seasonal Client Event—Without the Last-Minute Rush 

Client appreciation doesn’t need to be tied to a December holiday party. A low-key, early-season event can be just as effective—often more so, since it avoids the crowded calendar and shows intentionality. 

Try this: Organize a webinar or casual in-person event that combines legal insight with light seasonal cheer. A quick “Legal Year-End Checkup” can go a long way in building loyalty. And who knows, maybe the conversation will spark some legal needs from clients! 

Pro Tip: Use our Holiday Marketing Planner to outline your budget, theme, and outreach plan. And don’t forget post-event follow-up to reinforce the relationship. 

4. Strengthen Referral Relationships with Holiday Outreach 

Now is the perfect time to identify your top referral sources and show appreciation. These connections are often overlooked during the holidays, yet they play a key role in long-term growth. 

As we covered in Driving Profitability Through Strategic Connections, building and maintaining strong referral networks is one of the most effective ways to drive sustainable firm growth, and holiday outreach is a timely way to reinforce those connections. 

Try this: Send a thoughtful, handwritten thank-you card with a small, branded gift or invite key partners to a holiday lunch. The goal is to stay connected, not transactional. Thoughtful gestures during the holiday season often stand out even more. 

Pro Tip: If you track referrals in your CRM, flag the top 10 and plan your outreach around them. It’s a small effort that builds big goodwill. 

5. Get Ahead of Digital Campaigns for Maximum Reach 

Waiting until December to send your first holiday email means missing prime inbox space. Early planning allows for better testing, smarter segmentation, and a more polished campaign. 

Try this: 

• Plan a teaser campaign for early November 

• Share holiday-related legal tips in short videos or carousel posts 

• Offer a downloadable resource (like a travel checklist or tax tip sheet) 

Use July to prep and test messaging. Tools like Salesforce, Mailchimp, or Constant Contact make it easy to segment your audience and fine-tune your message based on open rates and engagement.  

Start Planning Now to Maximize Year-End Momentum 

You don’t need to launch your holiday campaign in the middle of summer, but you do need to start planning it. Early action allows you to create a campaign that feels genuine, well-timed, and impactful. 

With the right approach, your holiday marketing can strengthen client connections, reinforce your brand, and generate momentum heading into the new year. 

Ready to make this year’s holiday season your most organized yet? 
Download the Holiday Marketing Planner and Gift-Giving Guide to map out your strategy now. You’ll get a customizable roadmap to streamline your planning and boost your firm’s visibility during the season that matters most.