The Holiday Paradox in Business: Why the Holidays Are Your Secret Weapon
As the holiday season approaches, how many times have you heard yourself thinking, “Why should I bother people now?
No one’s interested in my services until after the holidays.”
It’s a familiar refrain, especially for those of us outside of retail. But what if that assumption is a trap?
What if the holidays actually present one of the best opportunities to connect and grow your business?
In my research, I’ve found that the holiday season is a surprisingly fruitful time for many businesses, not just retail. I call this phenomenon the Holiday Paradox.
Here’s what’s really going on, and why you might want to rethink how you approach these final months of the year.
Understanding the Holiday Paradox
There’s a psychology to the holidays that’s incredibly powerful. For many of us in business, these months highlight our successes and shortfalls alike. As the year-end approaches, three common reactions emerge:
- The Disheartened Check-Out
For some, the reality of unmet financial goals can hit hard. You might think, “What’s the use? I’ve tried everything, and it hasn’t worked. I might as well take it easy over the holidays.” This reaction is a way to temporarily relieve the weight of feeling behind, but it also comes with a hidden cost. By stepping away entirely, you may be missing a moment when people are more receptive than ever to real connection and forward-looking conversations. The holiday spirit often makes people open to new ideas, and genuine, low-pressure outreach can have a big impact.
- The Job Dilemma
A different group might say, “I spend more than I make on my business; maybe it’s time to get a ‘real’ job.” There’s no shame in pursuing stability, but it’s important to differentiate between choosing a job out of aspiration versus desperation. Is this decision based on passion or on avoiding discomfort? For many in this group, the holidays can be a time of reevaluation. But before giving up on your business, consider that you’re not alone in feeling this holiday stress. Many people actually are open to discussions about the future. Reach out authentically; you might find renewed interest and even potential collaborations that help realign your year’s focus.
- The Refocused Resilience
For others, these final weeks prompt a renewed determination. If you’re looking at the books thinking, “What have I been doing all year to end up here?”—you might be one of the resilient few ready to leverage the holidays strategically. For those who take this path, the holiday season becomes a chance to reconnect with people, share your latest projects, and prepare for a strong start to the new year. It’s about honing in on what works and maximizing impact with a more focused approach.
And if you decide to buckle down, here’s an effective approach: choose two strategies that have worked in the past and go all-in on them. This selective focus often leads to deeper connections, stronger relationships, and better momentum than spreading yourself too thin across too many tactics.
Why the Holiday Paradox Works
Here’s what makes this paradox so powerful: during the holidays, many professionals are reflecting on the year, thinking about new goals, and looking for ideas to kickstart the upcoming year.
By reaching out now, you’re not a distraction—you’re a possible answer to a question they’re already asking.
And…. holiday communications carry a special warmth.
Reaching out feels less like a sales pitch and more like a relationship-building exercise, which can deepen trust. It’s the time of year when people appreciate genuine interest and authenticity, which is what makes holiday marketing work so well.
How to Navigate the Holiday Paradox in Your Business
So how can you make the most of this holiday paradox?
- Reframe Your Mindset: Understand that, contrary to popular belief, people are open to business conversations during the holidays. Your outreach doesn’t have to be pushy; a simple, friendly message is often enough.
- Focus on Impact: Identify two marketing strategies that have previously worked for you, and commit to executing them with intention over the next few weeks. It could be personalized emails, social media engagement, or reconnecting with past clients—whatever feels right for you.
- Leverage Year-End Reflection: Many people are reassessing their goals, which means they’re open to hearing from someone who can help them. Frame your message around how you can support their goals in the new year.
The holiday season doesn’t have to be a time to coast or concede; it’s actually a golden moment for real conversations and strategic planning.
So, if you’ve been thinking of pausing outreach until January, reconsider. Embrace the holiday paradox, and you might just find that these weeks lay the groundwork for your best year yet.
Need help in staying focused, productive and impactful in your business or project, let’s chat.
