The Local Business Guide to Winning the Holiday Season: AI & Strategy Tips from Google

Here is a blog post tailored for local businesses, using insights from Think with Google to

The Christmas lights are going up, and for local business owners, the "most wonderful time of the year" is also the busiest. If you feel like you’re already behind, don’t panic. According to recent insights from Think with Google, the holiday shopping season has evolved, and there is still plenty of time to capture sales—especially if you use the right tools.

This year, it’s not just about putting a wreath on the door; it’s about using smarter strategies to meet customers where they are. Here are four data-backed tips to boost your holiday marketing, using the latest AI and consumer insights.

1. Don't Pack Up After Cyber Week (The "Determined" Shopper)

A common mistake local businesses make is slowing down marketing efforts after the Black Friday/Cyber Monday rush. Google’s data shows a massive opportunity with the "Determined" shopper in December.

These are people who still have half their list to check off and are under a time crunch. They are less focused on browsing and more focused on buying.

• AI built marketing campaigns: Use AI-powered tools (like Google’s Performance Max campaigns) to automatically find these late-season shoppers across different channels (YouTube, Search, Maps) without you having to manually guess which keywords to target.

• The Holiday Tip: Shift your messaging from "Early Bird Deals" to "Last-Minute Lifesavers." Highlight stock availability and speed.

2. The New Value Equation: Price + Confidence + Convenience

Shoppers are researching more than ever. Think with Google highlights a new formula for value: it’s not just about the lowest price. It’s Price + Confidence + Convenience.

• Confidence: Customers are using AI-powered search to find "best [product] for [specific person]." They want to know your product is quality.

  • Action: Encourage happy customers to leave reviews now. A recent positive review is gold during the holidays.

• Convenience: This is your superpower as a local business. You can offer what Amazon can't: instant gratification.

  
  
  
  

  • Action: Make sure your Google Business Profile is updated with accurate holiday hours. If you offer "Buy Online, Pick Up In-Store" (BOPIS), scream it from the rooftops.

  
  

3. Use AI to Create Holiday Magic (Without a Studio)

One of the biggest hurdles for small businesses is creating professional-looking holiday ads. You might have a great product, but a plain photo on a white background doesn't scream "Christmas gift."

• The AI Tip: Utilize tools like Product Studio (available in Google Merchant Center). This generative AI tool allows you to take a standard product photo and type a prompt like "show this product sitting on a mantle with snow and holiday lights."

• Why it works: You get high-quality, seasonal creative assets in seconds, allowing you to test different holiday vibes without hiring a photographer.

4. Be "Searchable" for the Unpredictable

People aren't just searching for "red sweater." They are searching for complex things like "unique gift for dad who loves gardening and hates gadgets."

• The AI Strategy: Google’s AI-powered Search is designed to understand these complex nuances. To show up in these results, your product descriptions need to be robust.

• The Holiday Tip: Don't just list specs. Update your website or product descriptions to include "giftable" language. Mention who the product is good for (e.g., "Perfect stocking stuffer for teens"). This helps AI match your local inventory to those specific, high-intent queries.

Summary: Your December Checklist

1. Update your Hours: Ensure Google Maps knows exactly when you are open.

2. Refresh Your Visuals: Use AI tools to give your product photos a festive background.

3. Target the Late Shopper: Run ads focusing on "In Stock Now" and "Pick Up Today" for the frantic December crowd.

The holiday season is a marathon, not a sprint. By leveraging these AI tips and focusing on your local advantages (convenience and trust), you can finish the year strong. Happy selling!