Holiday Retention Calendar Template: Plan High-Impact Email & SMS Touchpoints
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Holiday Retention Calendar Template: Plan High-Impact Email & SMS Touchpoints
Keywords: holiday retention calendar, ecommerce marketing calendar, BFCM campaign planner, email and SMS for retention
Turn Q4 Chaos Into a Strategic Retention Machine
The holiday season is noisy—but it’s also the biggest opportunity to grow customer lifetime value.
Instead of throwing together last-minute promotions, top-performing DTC brands plan their touchpoints with intention.
This plug-and-play Holiday Retention Calendar helps you coordinate your Email & SMS across segments, offers, and timing windows from Pre-Black Friday through New Year’s. Built from real client strategy at Sticky Digital, it shows you what to send—and when—to convert, nurture, and retain.
Click here to download the full 2025 Holiday Retention Calendar
Holiday Campaign Cadence: A Proven Framework
| Phase | Dates | Focus | Sample Touchpoints |
|---|---|---|---|
| Pre-BFCM Tease | Nov 12–21 | List warming, early access for VIPs | “You’re on the list”, “Early access starts soon” |
| VIP-Only Launch | Nov 22–25 | Loyalty rewards & tier-based incentives | Double Points for VIPs, SMS early drop |
| BFCM Main Event | Nov 26–29 | Broad audience, urgency, tiered offers | “It’s here”, “Last chance”, “Cart closing soon” |
| Post-BFCM Winback | Nov 30–Dec 5 | Reactivate clickers, abandoned carts | “Still thinking it over?”, “Your offer’s extended” |
| Mid-Holiday Recharge | Dec 6–15 | New arrivals, bundles, gifting content | Gift guides, UGC, product walkthroughs |
| Last-Minute Gifting | Dec 16–22 | Shipping cutoffs, digital gift cards | “Still time”, “E-gift available instantly” |
| Post-Holiday Engagement | Dec 26–Jan 5 | Loyalty building, welcome flows for new buyers | “Start 2026 with 20% off”, “Thanks for shopping with us” |
Segment-Specific Sends
- VIP: Exclusive early access, bonus points, personalized offers
- High-Intent Subscribers: Clicker-only SMS reminders, last-chance urgency
- Holiday Buyers: Nurture post-purchase with thank-you + referral offers
- Lapsed Buyers: Target Dec 27–Jan 5 with winback incentives
Sample Weekly Email & SMS Pairings
| Week | SMS | |
|---|---|---|
| Nov 25 | “VIP: Your Double Points Start Now” | “Early access just dropped 🎁” |
| Nov 29 | “Cart Closing Soon!” | “Final call: BFCM ends tonight 🚨” |
| Dec 5 | “Still Shopping? Let’s Make It Easy” | “Hey, did you forget something?” |
| Dec 16 | “Gifts that ship in time 🎁” | “Free 2-day shipping—ends soon” |
| Dec 27 | “Your Gift to Yourself” | “20% off just for our best customers” |
How to Use This Template
- Download & Duplicate: Click here to download the full calendar
- Align Teams: Use it to brief creative, paid, and CX teams in advance.
- Map to Flows: Pair with lifecycle flows like post-purchase or winback.
- Track KPIs: Add CTR, revenue per recipient, and LTV impact to measure results weekly.
Final Thoughts
Retention doesn’t stop during the holidays—it accelerates. With this campaign calendar in hand, you can stay ahead of the noise, keep messaging personalized, and build a stronger customer base heading into Q1.
Need help executing your Q4 retention plan?
Sticky Digital builds full-service retention calendars and campaigns for top-performing Shopify brands. Let’s chat.