We have all seen large department stores "cashing-in" on seasonal marketing but seasonal marketing can also be used by smaller businesses and on-line businesses.
Seasonal marketing can be a thoughtful gesture that helps build relationships with your clients. Maybe part of your seasonal marketing campaign involves a useful list to help get your clients through the holidays ... or some other information they might find valuable/helpful. Read more about that here.
Plan in advance at least 15 days before your target seasonal holiday. However - add more time on if you plan to order new items which will be part of your seasonal campaign.
HAVE A FOCUSED CAMPAIGN
Stick to a simple plan - don't try to throw everything into one add campaign! Make it a simple and clear message that is easy enough for people to remember and interesting enough that people will repeat.
GIVE SOMETHING AWAY FOR FREE
Don't forget that you can encourage use of your services and encourage sales of your products by offering something for free ( like lip balm with your logo on it ) . Doing this can help make for a very focused and fun marketing campaign.
If you already give an item away to your clients consider changing it with the season to keep your client interested. For example, if you already give away lip balm - consider changing the flavours or packaging 2-4 times a year. In the fall you could offer glow-in-the-dark lip balm sticks leading up to Halloween and maybe add some halloween graphics to your label.