Is it a good idea for wealth managers and other professionals to use holidays like the upcoming July 4th weekend to promote themselves?

Wealth managers should absolutely market during holiday periods like July 4, Labor Day, Thanksgiving, and Christmas. When they do so, they should focus less on sales pitches and shift toward soft, relationship-oriented communication. Because financial markets experience seasonal liquidity changes and clients are typically focused on family and friends, holiday marketing should prioritize brand awareness, gratitude, and long-term vision over urgent “meet-with-me” conversions.

Key Holiday Marketing Considerations for Wealth Managers

Here are critical things wealth managers must think about prior to marketing during holiday periods.

Acknowledge, but don’t ask for action

Avoid being sales-y in your copy and messaging. Instead, use major and minor holidays to stay top of mind by sending authentic, agenda-free messages. At most, plant the seed that working with a wealth manager could help them plan for better holidays (vacations or extended family reunions) or times ahead (next year).

Incorporate seasonal themes

Create content tailored to the season. For example, highlight family traditions at Thanksgiving or discuss travel and leisure ideas during summer holidays like Memorial Day and Labor Day.

Use video

People are more likely to watch short video recaps of the year or holiday greetings than read long emails. Record personalized messages that express gratitude for your clients’ continued trust. Video messages are warmer and more engaging than generic holiday images.  

Leverage automation

Use tools like HubSpot to schedule social media posts and emails prior to the holiday. This ensures your wealth management firm stays present while allowing you and your team to enjoy time off.

Holiday-Specific Approaches to Marketing

All holidays are not created equal. Here are some ways to approach specific ones.

• Memorial Day, July 4, Veterans Day. These are perfect times to acknowledge sacrifices made to make the United States great. Definitely avoid selling during these commemorations.
• Memorial Day, July 4, Labor Day. Use long weekends to promote the long-term rewards of wealth building, such as the freedom to enjoy family time and travel.
• Thanksgiving. Center your messaging around gratitude. Send personalized thank-you notes or reflect on how patience and steady planning help clients achieve meaningful financial goals.
• Christmas, Hanukkah, New Year. Focus on gratitude for the past year and planning for the upcoming one. This is an ideal time for a year-in-review newsletter that summarizes market conditions and firm updates, and sets the stage for January planning. Avoid putting pressure to schedule appointments during this busy time. People who need year-end help (for instance, with tax issues) will contact you.
• Religious holidays like Easter or Passover. Many firms avoid communication during what can be sensitive periods. However, with more and more wealth managers focusing on serving specific groups, these can be great times to connect with clients in meaningful ways.

Need help with holiday or other types of marketing? Schedule time with Dan Sondhelm to discuss a customized approach.