Are your customers ready for the holidays? And no, we’re not talking about whether they’ve stocked up on enough shiny wrapping paper, ribbons, and bows. For many people, the holidays are (hopefully) filled with joy, gathering, and gift-giving. But, it can also be a time of financial stress… or distress. And if spending is not managed properly, that distress can last well beyond the holiday season. And while, according to Forbes, holiday spending will not be as robust as last year, according to the article, “Holiday Retail Sales 2025: U.S. Shoppers Expected to Pull Bank,” Deloitte estimates that sales will still total nearly $1.62 trillion.
We all know how it happens: the cost of gifts, travel, and celebratory meals that include distant relatives pile up, and before anyone realizes it, the budget goes out the window. Community banks, with their strong connection to the community and personal touch, fortunately, are perfectly positioned to help customers enjoy the season without starting the new year with more debt… and regret.
The Good News
Good news. Community banks have something big banks don’t: deeply rooted ties to the community and trusted relationships with customers. Because local banks know their customers and they know their local bank, it’s easy for the community-focused institution to step in as a helpful partner, instead of just another institution selling products. Here are a few ways community banks can support customers through the holiday season:
Personalized Season’s Greetings: The holidays are a great time to lean into what community banks already do well: reinforce personal connection. A simple, heartfelt holiday message, whether by email, traditional card, or even short video, can remind customers that you appreciate their loyalty. It may be a small gesture, but it goes a long way in strengthening relationships, both personal and business.
Create Holiday-Themed Content: Your blog, social media channels, and website are perfect places for seasonal, helpful content. Share tips on budgeting for holiday expenses, or provide customers with a guide to local holiday events. The more useful and relevant the content, the more your bank becomes a go-to resource. And if you need inspiration, the Bank Marketing Center portal is full of holiday-themed creative; from social media posts to in-branch displays.
Sponsor Holiday Events: The holiday season is naturally community-focused, making it a great time to show your commitment to your neighborhood in meaningful ways. Sponsor a local tree-lighting event, support a toy or food drive, or host a donation effort at your branches. Even adding a community event calendar to your website helps customers feel connected and supported.
Promote Your Partnership: The holidays are also a smart time to offer seasonal promotions. Think reduced fees for new accounts, lower credit card rates, cashback incentives, or even a special offer on holiday savings accounts or Christmas Club accounts — which also make great gifts for children and grandchildren. These offers attract new customers and reward loyal ones.
Support Small Businesses: Many small businesses experience both opportunity and pressure during the holidays. Community banks can help by highlighting funding solutions, offering guidance on managing seasonal cash flow, and checking in to see how else you can support them. Partner with local businesses to create promotions, such as offering customers discounts when they shop at participating stores or dine at local restaurants. It strengthens your community, supports small businesses, and shows customers that you’re invested in their everyday lives.
Engage With Social and Email: Use your social media channels to share holiday cheer alongside financial tips and promotions. Engage your audience with festive contests or giveaways. Of course, email remains one of the simplest and most effective ways to reach customers. Send out newsletters with holiday tips, reminders, and special offers. Need an idea or two or can’t come up with the right words? Use our ChatGPT feature to create custom content faster than ever.
Be a Financial Resource: Holiday spending can get away from people fast. Sharing practical, easy-to-understand financial wellness resources can make a big difference. This could include blog posts, downloadable budgeting tools, videos, or even in-person or virtual workshops. Topics might range from managing credit card use to sticking to a gift budget to avoiding holiday scams which, as we know, are more common and harder to discern than ever.
Enhance Your Mobile Banking Experience: If you haven’t already, consider rolling out holiday-friendly features in your mobile app. Budgeting tools, real-time spending alerts, and access to local deals can help customers stay on track. And during the busiest time of year, reminders about the convenience and security of mobile banking are always welcome.
Do a Post-Holiday Follow-Up: Support shouldn’t disappear once the holidays are over. A quick email or conversation in early January inviting customers to review their spending and plan for the next year can be incredibly helpful. Encourage them to look at where they overspent, where they stayed on track, and how they can start saving early for next year. This is also the perfect moment to promote “holiday savings” accounts and encourage long-term habits that reduce stress.
In conclusion, the holiday season gives community banks a wonderful opportunity to show customers what sets them apart. By being warm, proactive, and genuinely helpful, community banks can position themselves as trusted partners. And in a season filled with spending, stress, and celebration, the peace of mind you offer may just be the best gift of all.
Bank Marketing Center
We’re Bank Marketing Center, the leading subscription-based, automated marketing platform designed especially for community banks. We help bank marketers craft and distribute topical, compelling marketing communication that builds trust, deepen relationships, and grow revenue.
We do this by automating the essential marketing functions banks rely upon; content creation, social media scheduling, digital asset management, compliance routing, and more. By doing so, we enable community banks to benefit from quality campaigns across all of their marketing channels.
We also believe in sharing what we know and learn. Whether it’s insights on the latest AI tools, tips for attracting and retaining top talent, a webinar on operational efficiency, or a deep dive into data protection, we’re committed to helping community banks thrive.
Want to learn more about what we can do for your community bank and your marketing efforts? You can start by visiting bankmarketingcenter.com. Then, feel free to contact me directly by phone at 678-528-6688 or via email at nreynolds@bankmarketingcenter.com. As always, I welcome your thoughts.