How Law Firms Can Turn Social Media into Qualified Enquiries
October 22, 2026
For years, businesses have treated the Christmas and New Year period as a time to wind down their marketing. Customers are on holidays, everyone’s switched off and there’s no point spending money on advertising until January. Right?
Not anymore.
Consumer behaviour has changed, and the Christmas break has become a valuable advertising opportunity that many businesses haven’t caught on to yet.
People aren’t switching off, they’re planning and researching
Think about how you spend your own Christmas holidays.
Once the celebrations are over and the frantic pace of December settles down, you finally have time to think about the things you’ve been putting off all year.
Maybe it’s renovating the kitchen, finding a new accountant, investing in your health, changing careers or enrolling in a professional development course.
These aren’t necessarily impulse purchases. They’re significant decisions that require research, consideration and often a substantial financial commitment.
And the Christmas holidays provide something that’s in short supply during the working year: time to properly explore your options.
A different kind of Christmas shopping
We’re all familiar with the Black Friday sales, Cyber Monday promotions and pre-Christmas shopping frenzy.
But there’s another period of consumer activity that deserves a place in your marketing calendar.
Between Christmas and the return to work, people are browsing websites, comparing providers, reading reviews and researching purchases they intend to make in the coming months.
They’re thinking about what they want to change or achieve in the new year, and which businesses can help them get there.
For businesses offering higher-value products and services, this presents an enormous opportunity.
Reach people while they’re actively considering their options
Here’s where strategic social media advertising comes in.
Digital advertising platforms can use audience signals and online behaviour to help businesses reach people who are showing interest in relevant products and services.
That means your advertising can be directed towards potential customers who are already exploring what your industry offers, rather than relying solely on broad audiences and hoping someone is interested.
Of course, targeting capabilities vary between platforms, and not every search can be used directly for social media advertising. But with the right strategy, audience selection and creative, you can put your business in front of people during an important stage of their decision-making process.
And when someone is comparing their options, being visible matters.
Don’t wait until January to start marketing
Many businesses switch off their advertising over Christmas, assuming their customers are doing the same.
Meanwhile, competitors who understand this shift in behaviour have an opportunity to build awareness, generate enquiries and influence purchasing decisions before the working year even begins.
By the time January arrives, savvy prospective customers may already have chosen who they want to work with.
This holiday research period deserves its own marketing strategy, separate from your Black Friday and Christmas campaigns.
Your window of opportunity is closing
If you’re planning to shut down your advertising over Christmas, it might be time to reconsider.
November is your chance to get a targeted holiday campaign planned, created and ready to launch.
Talk to us now about making the most of this often-overlooked advertising opportunity. Miss it, and you could be waiting another year while your competitors win the customers who are ready to find you.
If your brand or business is lacking in social media strategy or direction it might be time to book a 15-minute strategy session to find out how we can support your business growth.
