Hey cookiers! Let’s talk about something that can totally make or break your holiday sales: your marketing. You can have the cutest Halloween ghosts or the most adorable Christmas sets… and still hear crickets when you post. If that’s ever happened to you, you’re not alone—and you’re not doing anything “wrong” with your cookies. You just need a better plan to get those beauties in front of the right people at the right time.
I learned this the hard way. A few years ago, I launched what I was sure were the BEST Halloween cookies I’d ever made—singles, minis, cookie pops, personalizable options… the works. I snapped gorgeous photos, tossed them on Instagram, and waited.
And waited.
A few orders trickled in, but nothing like what I’d imagined while I was decorating. I kept thinking, “These are so cute—why isn’t anyone buying?” The truth? I didn’t have a plan. I was posting and praying. And during the holidays—when everyone’s distracted and offers are everywhere—hope marketing doesn’t cut it.
So today, I’m sharing the three biggest marketing mistakes I see (and made!)—plus what to do instead so your holiday launches actually sell out.
Mistake #1: Posting Once and Praying
I know how tempting it is: you’ve poured hours into designing and decorating, so of course one gorgeous post should sell the set…right? Sadly, no. Most people won’t buy after seeing something once. Social moves fast, feeds get crowded, and your customers need reminders.
What to do instead:
Think in campaigns, not one-off posts. Even before you decorate, map out a simple timeline:
- Tease the theme 2–3 weeks out (colors, cutters, behind-the-scenes mixing and baking).
- Reveal the set with clear details (what’s included, who it’s for, price, pickup dates).
- Open cart with a direct link (no scavenger hunts).
- Reminders mid-sale (what’s selling out, last day to order).
- Last call (clear deadline + final “grab it here” link).
If you’re not a planner by nature, think of this like a little holiday “mini launch.” A few scheduled posts + a couple of emails can completely change your results.
Mistake #2: Muddy Messaging
If your caption sounds like: “Holiday cookies are up!” and that’s it… your customer has to work too hard to figure out the rest. What are they? Who are they for? How do they order? When’s pickup?
What to do instead:
- What are you selling? (Example: “Teacher-ready cookie gift boxes—4 cookies, boxed with a bow.”)
- Who are they for? (Teachers, neighbors, party favors, stocking stuffers.)
- Why should they care? (Saves time, guaranteed crowd-pleasers, professional packaging.)
- How & when do they order? (Direct link + deadline. Always include the link again at the end!)
Pro tip: Write like you’re texting a friend. Short, simple, direct.
Mistake #3: Relying Only on Social
I love socials, but they’re unpredictable. Algorithms shift, posts get buried, and even super-fans miss things. Your email list, on the other hand, goes straight to inboxes—and buyers are far more likely to purchase from email than from a single Instagram post.
What to do instead:
- Post on social to warm people up and show the fun “making of.”
- Email to sell: launch, mid-cart reminder, last call. Keep each email skimmable with one big button link to order.
If you don’t have an email list yet, start one now (you’ll thank yourself by Christmas).
Bring Your People Along for the Ride
One more mindset shift that changed everything for me: let your audience see the journey. That means stories of you testing colors, icing bloopers, packaging parties, and even the “oops, the dog stole a cookie” moments. The real-real is what bonds people to you—and it’s why they’ll buy from you (not just “some cookies” from “someone”).
By the time you open orders, your community should already feel invested: “Finally! I’ve been watching these for weeks—adding to cart!”
Quick Launch Checklist
- A simple campaign timeline (tease → reveal → open cart → reminders → last call)
- Crystal-clear captions (what/for who/why/how/when + link)
- Email your list (launch, reminder, last call)
- Behind-the-scenes content to build anticipation
- Direct link in every post and email (make buying brain-dead easy)
Feeling like your cookie business is running you instead of the other way around?
Take a deep breath — I’ve got you.
Grab my free Cookie Business Audit to pinpoint what’s working, what’s not, and where you can finally make things easier.
It only takes a few minutes, but the clarity you’ll get is huge.
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