The holidays are one of the best times to connect with your audience in a way that feels personal, thoughtful, and memorable. Direct mail puts your message directly into the home, where it can be seen on the counter, the fridge, or the coffee table, and where it can be saved and acted on.
Seasonal campaigns are especially powerful because they:
- Stand out from crowded inboxes and busy social feeds
- Create a sense of occasion and urgency
- Build stronger relationships through timely, meaningful messages
Lob’s Holiday Direct Mail Kit is packed with professionally designed templates, campaign timelines, and seasonal tips for multiple industries. You’ll find detailed explanations, use cases, and best practices for each one so you can bring them to life and get the most out of your holiday marketing.
Critical holidays to plan for
- November: Black Friday and Cyber Monday
- December: Christmas, Hanukkah, and the broader holiday season
- January: New Year and New Year’s Resolutions (Jan 1–15)
The holiday season offers multiple opportunities to connect with your audience, and each milestone brings its own energy and potential for engagement.
In November, Black Friday and Cyber Monday are prime times for high-impact, limited-time promotions. These dates are perfect for campaigns that build excitement, drive urgency, and showcase special offers or deals.
In December, the focus shifts to celebrations like Christmas and Hanukkah, along with the general holiday season. This is an ideal time for sharing gift reminders, sending customer appreciation messages, and delivering end-of-year greetings. Campaigns in this window can tap into the festive spirit while helping customers wrap up their year on a positive note.
In January, particularly the first two weeks of the month, the theme turns to fresh starts and forward planning. Messages centered on goal-setting, wellness, and preparation for the year ahead tend to resonate with audiences who are ready to make changes and take action.
Holiday campaign calendar
August
- Begin high-level planning for Q4 campaigns.
- Define important holiday windows to target: Black Friday and Cyber Monday, Christmas/Holiday Season, and New Year.
- Select campaign types for each window such as postcard, letter, or folded self-mailer.
- Finalize messaging concepts and promotional offers.
- Determine target audience segments and initial list sources.
- Align direct mail timelines with broader marketing campaigns across digital and in-store channels.
- Advance creative and operational planning.
- Choose templates from the Lob Template Gallery or prepare custom designs.
- Write and finalize copy, including personalized elements, QR codes, and calls-to-action.
- Ensure creative files are properly formatted for production.
- Organize mailing lists, including segmentation and personalization fields.
- Confirm zone-based delivery strategies and estimated delivery windows.
September
- Prepare assets and schedule first drops.
- Upload creative and lists into Lob, or use our APIs and integrations to import from other platforms.
- Schedule Black Friday and Cyber Monday campaigns, prioritizing early arrival.
- Review mailer configurations including format, targeting, and personalization.
- Coordinate internal approvals and signoffs on final assets and drop dates.
October
- Begin print and batching process.
- Submit print orders for Black Friday and Cyber Monday mailers.
- Batch by postal zone to ensure accurate in-home timing.
- Confirm tracking and reporting parameters.
Early November
- Black Friday and Cyber Monday campaigns begin mailing.
- Drop mailers aligned with in-home delivery the week before Thanksgiving.
- Monitor delivery status and campaign performance through connected digital channels.
Mid November
- Shift focus to Christmas and general holiday mail.
- Finalize creative for December campaigns. Emphasize seasonal offers, loyalty messages, or appreciation-based communications.
- Apply holiday-themed personalization where applicable.
- Schedule mail drop for early December delivery.
Late November
- Holiday mail campaigns drop.
- Mailers enter production and are delivered to homes by early-to-mid-December.
- Reinforce messages through email, social media, or in-store promotions.
Early December
- Begin planning New Year campaigns.
- Messaging focuses on fresh starts, wellness, financial planning, or appointment reminders.
- Creative should target a January 1–15 in-home window.
- Keep personalization and relevance a priority.
Late December
- New Year campaigns drop.
- Mailers are delivered at the start of January.
- Follow with digital campaigns to maintain engagement and drive action.
Industry spotlights and featured templates
The Lob Holiday Direct Mail Kit is built to take the guesswork out of seasonal marketing. Here, you’ll find industry-focused examples that are easy to brand as your own, along with guidance on when they work best. This section highlights pieces for Financial Services, Healthcare, Real Estate, and Retail, with ideas to help you tailor each one so your holiday campaigns feel thoughtful and effective.
Financial Services
The holiday season is a perfect time for financial institutions to help customers manage budgets, offer seasonal promotions, and encourage smart spending habits.
Holiday Budgeting Tips Letter
Help customers take control of holiday spending with a practical budgeting guide. This piece positions your brand as a supportive partner during a high-spend season while opening the door to longer-term trust.
How to use it:
Customize the budgeting advice for your audience, and add your own brand’s resources or tools.
WHEN TO SEND:
Early-to mid-November, giving recipients time to plan before peak shopping days.
Black Friday Spending Power Postcard
A quick, visually engaging reminder to help customers prioritize spending during the biggest shopping weekend of the year.
How to use it:
Share practical tips or highlight exclusive offers for account holders.
WHEN TO SEND:
Just before Black Friday to build excitement and urgency.
Healthcare
Year-end is an ideal moment to remind patients to use their benefits before they expire and encourage preventive care during a busy season.
Use Your Benefits Letter
A friendly nudge to schedule covered services, from annual checkups to dental cleanings, before benefits reset.
How to use it:
List common covered services and include a clear call-to-action to book appointments.
WHEN TO SEND:
October through early December.
Holiday Wellness Checklist Postcard
A short, engaging list of preventive health actions patients can take to stay well during the holidays.
How to use it:
Keep it upbeat, and add seasonal design touches.
WHEN TO SEND:
Early December for maximum seasonal relevance.
Real Estate
The holidays are a chance to connect with buyers and sellers, share market insights, and set the stage for a strong spring market.
Holiday Market Recap Letter
Showcase local market performance with data like average sale prices, days on market, and recent trends.
How to use it:
Include visuals or charts for a quick, at-a-glance update.
WHEN TO SEND:
December, as part of a year-end wrap-up.
Winter Open House Invitation
Showcase local market performance with data like average sale prices, days on market, and recent trends.
How to use it:
Include visuals or charts for a quick, at-a-glance update.
WHEN TO SEND:
December, as part of a year-end wrap-up.
New Year Listing Prep Postcard
Encourage homeowners to get ready for the spring market with tips and offers like free home valuations or staging advice.
How to use it:
Frame it as a helpful start to the year, not a hard sell.
WHEN TO SEND:
Late December to early January.
Retail
The busiest shopping season of the year calls for bold, timely campaigns that highlight special offers, feature best-sellers, and solve last-minute gift challenges.
Cyber Monday Spotlight Mailer
A clean, eye-catching piece that drives recipients directly to your biggest online shopping day.
How to use it:
Highlight best-selling products or limited-time bundles, and include a scannable QR code.
WHEN TO SEND:
Just before Cyber Monday.
Gift Card Reminder Letter
Perfect for last-minute shoppers, this piece promotes flexible gift card options for any budget.
How to use it:
Offer both physical and digital delivery options to maximize appeal.
WHEN TO SEND:
Mid-to-late December for peak urgency.
Helpful tips for holiday direct mail
Pair mail with digital:
Combine direct mail with email, social, and online ads for consistent messaging across channels.
Plan early and drop smart:
Work backward from in-home dates to allow for production and mailing.
Personalization and targeting:
Use customer data to make each message relevant and timely.
Layer in appreciation:
The holidays are the perfect time to thank customers and clients for their loyalty.
Holiday marketing starts here
Successful holiday campaigns are planned early, shaped around the audience, and timed to the season.
With our kit, you can select the right format, build timely messages, and schedule delivery for the moments that matter most. It’s a practical way to turn holiday marketing ideas into campaigns that reach people and deliver results.
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