7 Common Marketing Mistakes Brands Make During Peak Seasons

Every year, the holidays come with the same promise: big traffic, big sales, and big brand moments. Yet even the most seasoned marketers fall into the same traps when the stakes and ad costs are at their highest.

Before your Q4 campaigns hit the inbox or the feed, here’s a reality check on the most common marketing mistakes brands make during high-peak seasons like Christmas, and how to do it better.

1. Forgetting the “Why” Behind the Hype

When everything turns into a sale, brands often lose sight of their story. Discounts drive short-term wins, but if your message feels transactional, you train your audience to wait for deals, not value.

Do this instead: Lead with your brand’s purpose or emotional hook, and let the offer come second. Make the message memorable, not just the markdown.

2. Overloading Every Channel

More isn’t always more. Bombarding customers with repetitive messages across email, SMS, social, and ads can lead to fatigue, or worse, unsubscribes.

Do this instead: Use channel strategy intentionally. Email can carry storytelling and product bundles, while social can build hype and share UGC. Give each platform a distinct role in your campaign narrative.

3. Launching Without Testing

Peak season isn’t the time for guesswork. Yet many brands skip testing, new audiences, creative, or CTAs, because they’re racing to launch.

Do this instead: Run small A/B tests before scaling. Even a quick test on subject lines, ad copy, or landing page layout can dramatically improve ROI once you go all in.

4. Ignoring Site Experience

You spent months crafting campaigns, but your website can’t handle the traffic or checkout breaks under pressure. A slow, confusing, or unoptimized site can kill conversions faster than any bad ad.

Do this instead: Stress-test your site early. Optimize page load times, ensure your mobile UX is seamless, and simplify checkout steps. Every extra click costs you.

5. Forgetting About Post-Purchase

Many brands obsess over getting the sale and forget about what happens after. A weak post-purchase experience means missed opportunities for retention and advocacy.

Do this instead: Send thoughtful follow-ups. Include thank-you messages, usage tips, and early-access offers for loyal customers. Make buyers feel like insiders, not transactions.

6. Neglecting Creative Cohesion

In the holiday rush, design, copy, and messaging often come from different teams, resulting in disjointed creative. The result? Campaigns that look inconsistent and feel rushed.

Do this instead: Align around a single creative direction early. Build a campaign kit with visual rules, tone of voice, and key phrases to keep every touchpoint cohesive, from homepage banners to email subject lines.

7. Chasing Trends Instead of Trust

AI, influencers, holiday memes, it’s tempting to jump on everything trending. But without context, it can feel forced and forgettable.

Do this instead: Let trends support your brand, not define it. A strong framework (brand pillars, voice, and positioning) helps you decide which moments make sense and which don’t.

The Bottom Line

High season is when your brand has the most to gain, and the most to lose. The best marketers don’t just plan campaigns; they architect experiences that balance hype with clarity, creativity with consistency, and discounts with depth.

If you want your next peak season to convert and connect, it might be time to bring in a creative partner who sees the bigger picture. At Umlaut, we don’t just redesign websites; we build digital experiences that move brands forward. Connect with us on LinkedIn to learn more.