If you’re a local business, which most small companies online today are, then you know that the holiday experience is massively different in –say– Arizona, than it is in Pennsylvania. Use holiday social media marketing to direct your campaigns at local customers. Attract attention to your advertising by adding a little local flavor. Feature images of local businesses, local decorating or local people shopping. You’ll find that might get a little more notice than if you were showing snow-covered scenes to advertise a Phoenix furniture store.
As much as possible, localize your content to appeal to the audience who would buy from you if you’re a brick and mortar store. Play to the home audience and your sales will quite likely pick up dramatically.