The holiday season is upon us, and with it comes the crushing pressure to be everywhere at once—at your business, with your family, and yes, even on social media. The digital world loves to preach the importance of showing up consistently, but here’s the truth: not all consistency is created equal.
In fact, the last thing you need right now is the stress of posting just for the sake of it. As a professional, I’m giving you permission to take the pressure off yourself this holiday season. Let’s dive into why skipping a day or two on social media might actually help you stay more productive and less stressed—and why it won’t hurt your business.
The Reality: People Are Online Less
First, let’s address the elephant in the room: many people are actually spending less time online during the holidays. According to recent studies, around 28% of users intentionally reduce screen time during Christmas and New Year’s to focus on family, friends, and real-life activities. This is especially true on key holiday dates like Christmas Eve and Christmas Day.
So, while the pressure to keep your account “alive” might feel overwhelming, the reality is that your audience might not even notice if you skip a day or two. They’re busy wrapping presents, preparing meals, or simply soaking up the holiday spirit—and you should be, too.
Competition Is Fierce
Now, let’s talk about what happens online during the holidays. Ad costs skyrocket, increasing by 20-30% in Q4 as every retailer and their dog battles for your audience’s attention. Your organic posts? They’re fighting for space in an already overcrowded feed.
While there’s merit in staying active, it’s important to prioritize quality over quantity. Posting every single day might not just stress you out; it might get lost in the noise altogether. Instead, focus on fewer, more impactful posts that align with your goals.
Quality Over Quantity: A New Approach
The key to navigating holiday social media is working smarter, not harder. Instead of forcing yourself to post daily, here’s what you can do:
- Prioritize Your Efforts
Focus on days when your audience is more likely to be online and engaged. For example, skip posting on Christmas Day and instead schedule something meaningful for the days after when people are back online. - Create Evergreen Content
Share posts that resonate beyond the holidays, like heartfelt thank-yous to your customers or teasers for upcoming promotions in January. - Leverage Stories or Reels
Quick, casual content like Stories or Reels can keep your account active without demanding the time and energy of crafting a full post. - Repurpose, Don’t Reinvent
Take your best-performing posts from earlier in the year and give them a seasonal spin. It’s a great way to save time while staying relevant.
Permission to Skip a Day
Let me be clear: this isn’t permission to ignore your social media entirely. Consistency matters, but so does sustainability. If posting daily is driving you to burnout or pulling you away from what’s truly important this season, it’s okay to take a step back. Your mental health and productivity will thank you for it.
For example, I’ve seen businesses skip a couple of days during the holidays and still maintain strong engagement. One café posted a simple, heartfelt message on Christmas Eve, then came back strong with a New Year’s promotion—and the results spoke for themselves. Another boutique cut back on daily posts but invested time into one killer holiday-themed carousel that drove more clicks than a week’s worth of rushed content.
The Bigger Picture
Remember, social media is just one part of your business, not the whole thing. Taking the pressure off yourself to be constantly online won’t just reduce your stress—it might actually help you produce better content and connect more authentically with your audience when it really matters.
As we navigate the busiest season of the year, give yourself permission to breathe. Your business deserves your best effort, but so do you.
Final Thoughts
If you’re feeling overwhelmed and need a little help strategising your holiday content (or just want someone to take it off your plate entirely), let’s chat. The holidays should be a time for joy, not stress—and I’d love to help make that happen for you.
