How to Use Seasonal Content to Drive Website Traffic and Sales over the Holidays
You already know that your audience is scrolling, shopping, and searching for inspiration during the holidays. But the question is, are they finding you?
In this article, you’ll learn how to use seasonal content to capture attention at just the right moment, drive consistent traffic, and convert that momentum into meaningful sales. We’ll cover why seasonal relevance matters, how to plan ahead, and what makes content feel timely without being pushy or cliché.
Why does seasonal content matter?
Think about the last time you Googled “gift ideas under $50” or searched Pinterest for “cozy fall marketing campaign ideas.” Chances are, it was right before a major holiday or seasonal shift, just like your audience does now.
That’s the magic of seasonal content: it taps into what people are already thinking, feeling, and searching. Instead of shouting into the void year-round, you show up right when your ideal customer is looking for exactly what you offer.
It does not matter whether you are:
a product-based business launching a holiday collection.
a coach offering year-end transformation packages.
a creative planning a festive collaboration.
a service-based business launching a new digital offer.
… the seasons give us natural storylines to work with: renewal in spring, reflection in fall, celebration in December. When your content aligns with these rhythms, it feels timely and intuitive.
As Solve Web Media (2025) explains, planning content around key seasonal dates not only boosts brand visibility but also ensures your messaging stays relevant in rapidly shifting digital landscapes. It’s less about capitalising on trends and more about anticipating your audience’s needs before they even have to ask
Plus, well-timed content performs better. Search engines love it, social platforms favor it, and your community is more likely to engage with content that speaks to their current moment.
How does the holiday season affect internet traffic?
The holiday season can shift our shopping habits and transform the entire digital landscape. As people gear up for celebrations, sales, and travel, their online behavior follows suit, creating powerful spikes in search volume, browsing activity, and spending intent.
According to Akamai (2023), internet traffic can increase by up to 40% globally during the peak holiday months, with content-heavy sites and e-commerce platforms experiencing the largest jumps. This surge isn’t random; it follows predictable, seasonal patterns you can plan your marketing efforts around.
Here’s how the holiday season typically impacts online traffic:
Search intent becomes more purchase-driven, especially around key dates like Black Friday and Christmas Eve.
Mobile traffic spikes, as users browse and buy on the go during events, travel, or downtime.
Content consumption increases, particularly for blogs, gift guides, and how-tos tied to the season.
Email open rates rise, especially when campaigns are timely, personalized, and offer clear value.
For both service and product-based businesses, coaches, and creatives, the holidays can become a very powerful window of amplified visibility and engagement. This seasonal wave of traffic is more than noise. It’s a real opportunity to lead with high-converting content that aligns with what your audience is already looking for.
Tips to excel at creating seasonal content
Your audience gives you several hints during this high-conversion period. From gift guides to giveaways, here are practical, creative ways to make your holiday content work harder for your brand visibility and engagement.
Launch Branded Holiday Gift Guides
Gift guides are a seasonal staple and when done right, they’re packed with value and personality. Tailor them to your brand and audience’s needs so they feel curated and not generic.
Use your niche expertise to create thoughtful guides: e.g. mental health or therapy clinics could offer a guide with expert tips on managing seasonal anxiety or depression. Couples photographers can design a visual guide showing romantic poses using their own portfolio.
Think of these guides as “goodie baskets” full of free, helpful solutions.
Promote them across your email list and social channels to drive extra traffic.
Pro tip: Launch your guide as a downloadable PDF in exchange for an email sign-up. It’s a great way to grow your list while giving value.
Create a Holiday Promo or Limited-Time Discount
Everyone loves a seasonal steal, especially during the busiest (and most expensive) time of the year.
Offer a limited-time discount two weeks before Christmas.
Keep it festive with a fun, holiday-themed code (e.g. JOLLY20 or WRAPITUP).
Even a 20% discount can go a long way in encouraging conversion during a time when people are gift shopping for others and themselves.
Promote the offer with generosity and joy; a little holiday cheer that aligns perfectly with the season.
Use Holiday-Themed SEO Keywords
SEO doesn’t stop during the holidays. In fact, it heats up.
Research and weave in holiday-related terms like “Black Friday deals”, “Christmas gift ideas”, and “New Year self-care packages.”
If you offer wellness services (like massage therapy or skincare), frame them as thoughtful, stress-relief gifts for the season.
Write content like “Why a massage package is the perfect gift for your stressed-out sister”.
This helps your site rank while making your services feel seasonally relevant and gift-worthy.
Run a Holiday-Themed Giveaway
Giveaways are a joyful way to grow your audience and boost engagement. To create a great one, follow these steps:
Decide on a valuable, relevant prize (a free session, mini-shoot, or product bundle).
Set the rules and parameters (e.g. tag a friend, follow your page, share a post).
Launch it across your email list, social media, and even your podcast.
Make sure your website link is easy to find, especially in your bio or pinned posts.
Not only do giveaways generate buzz, they naturally drive website traffic as people explore who you are and what else you offer.
Share Festive Instagram Stories That Sell
Your Instagram Stories are prime real estate for short, impactful seasonal campaigns, when used with intention. Here’s a simple 6-story holiday sales flow:
Stories 1–2: Speak directly to your audience’s holiday pain points (stress, gift indecision, lack of time, etc.). Show a picture of you, the founder, or your business.
Story 3: Introduce your offer as the perfect seasonal solution. Show off your offer (digital or physical product).
Story 4–5: Showcase past client results or feedback. Screenshot their testimonials or reviews and add them onto your stories!
Story 6: Drop your holiday promo or guide with a clear CTA (e.g. “DM me HOLIDAY to claim 20% off”).
Add festive visuals, music, and polls to boost interaction and the nostalgic seasonal holiday feeling.
A case study
Last December, we partnered with an agency owner to help launch her new digital product with purpose and precision. Together, we crafted a five-part holiday email nurture sequence paired with strategic social media content that gently guided her audience from curiosity to conversion.
Every touchpoint, from email headers to footer graphics and festive Instagram posts, was intentionally branded to feel joyful, on-theme, and fully aligned with her visual identity.
The result? A five-figure launch in just 10 days, all driven by thoughtful, seasonal storytelling.
How to turn website traffic into sales?
Finally, all the traffic in the world won’t move the needle unless you know how to turn curious clicks into paying customers. The key is to guide visitors from interest to action with a value-driven experience that feels personal. Your content got them in the door, now it’s time to make them feel at home (and ready to buy).
Here are a few conversion-friendly strategies to use:
Use clear, seasonal calls-to-action that tell your audience exactly what to do next (e.g. “Download your holiday gift guide” or “Book your festive mini session”).
Incorporate testimonials or case studies to build trust and show real results.
Optimize your landing pages with holiday-themed visuals, simplified layouts, and easy checkout flows.
When your website content aligns with your seasonal messaging and offers a friction-free path to purchase, conversions become a natural next step.
Final Thoughts
Seasonal content isn’t just timely; it’s a powerful way to connect, convert, and stay top-of-mind when your audience is most active. By planning ahead and aligning your content with key moments throughout the year, you can drive consistent traffic and meaningful engagement.
Whether it's through festive gift guides, limited-time offers, or thoughtful storytelling, the holidays offer a unique opportunity to show up with purpose. With the right strategy, your content can fuel real growth.
Ready to grow your business in a way that feels meaningful and moves people to act? Book a call and let’s design your holiday content strategy - with intention, soul, and that unmistakable Meraki magic.
References
Solve Web Media. (2025). Seasonal Content Planning: Making the Most of Key Dates. Retrieved from: https://solve.co.uk/social/seasonal-content-planning/
Akamai Technologies. (2023). How Holiday Season Traditions Affect Internet Traffic Trends. Retrieved from: https://www.akamai.com/blog/edge/how-holiday-season-traditions-affect-internet-traffic-trends
FAQs
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Ideally, begin planning 6–8 weeks before a major holiday or seasonal event. This gives you time to map out your strategy, design visuals, write content, and schedule everything in advance, so you’re not rushing during peak moments.
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It depends on where your audience hangs out! Blogs, email marketing, and Instagram are great for storytelling and value-driven content. Pinterest works well for gift guides, while TikTok or Reels are great for quick and festive visuals.
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Lead with value and empathy. Offer solutions, inspiration, or free resources that genuinely help your audience during a busy time. Storytelling, behind-the-scenes content, and personalized messaging go a long way in building trust.
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Absolutely! When you optimize your content for SEO and repurpose it (like turning a gift guide into a New Year refresh post), it can continue driving traffic and engagement long after the holiday rush.
We’d love to hear from you
Contact us and let’s discuss how we can make your project shine.
JANAE Brown
This article was written by Janae, the Head of Marketing at Meraki Branding.
