The holiday season is upon us, but as a business owner, you already know that. For many businesses, this is the most profitable time of year. For some it’s exciting, and for others, it’s a little nerve-wracking.

Early planning is key to boosting profits and minimizing stress as you head into the final months of the year. Set aside time to strategically plan your holiday marketing. Use all the data you have, including what customers responded to last year, what the current trends are, and what you know about your loyal customers’ needs

You can’t know what you need to prepare for the holiday season without knowing your goals. Sit down with your trusted team members and carve out goals for hitting different targets along the way from now until the end of the year. Define your goals as the minimum goals you need to reach, your expected goals, and your stretch goals. Don’t only define these goals in terms of revenue. Add any other goals you may have such as customer engagement and social media following.

Before things get busy, make sure you’ve updated your phone number, physical address and email address on your website, social media accounts, and any other listings your business might have. Chances are you’re going to have a few customers trying to get in touch with you over the holidays. Make sure your information is current and easy to find.

If you find yourself wondering how to thank your customers for their support, or maximize holiday sales, you’re not the only one. You can use social media to promote new products, holiday sales and/or gift ideas. The options are truly endless when it comes to using social media this holiday season. Just make sure you’re staying active and consistently posting new content.

Companies should be mindful that their employees celebrate the holidays differently, and their customers do as well. Instead of focusing on just one segment, keep an open mind and make sure that your campaigns are inclusive or targeted. Be culturally sensitive by giving flexible schedules to employees who may not celebrate Thanksgiving or Christmas day. Not only will you allow them to use these days when their country or religion has a national holiday, but you’ll ensure that your business is up and running.

Getting the holiday season right might be about careful planning and creating the right offers, but don’t forget about the holiday spirit! Customers and employees alike are in the mood for a little celebration after a hard year at work. Make the holidays more fun for everyone and build anticipation by decorating your office. The holidays lift people’s spirits and customers will buy more from you if they feel happy. So, investing in a little design can pay dividends when it comes to conversions.

What works for one business might not work for another. That’s why it’s important to test, make changes and try different things. Start preparing for the holidays in advance; be prepared so that no one gets overworked or bent out of shape, and your employees and customers alike have a jolly holiday season.