December Content Ideas for Estheticians: Your Complete Holiday Marketing Guide
Because you shouldn't have to spend your free time Googling "what to post in December."
Emotional Triggers to Reference in Your Holiday Content 💝
Understanding what drives your clients during the holiday season is key to creating content that converts. Here are the emotional triggers to tap into this month:
Fear of missing out (limited holiday availability)
Desire to feel pampered during chaos
Gift-giver guilt ("I deserve this too")
New year, new me anticipation
Holiday burnout relief
Looking good for gatherings anxiety
Use these emotional touchpoints throughout your December content to connect with what your clients are really feeling during this busy season.
Year-End Reflection Content 📔
December is the perfect time to look back on the year and celebrate wins—yours and your clients'.
Content ideas:
Share your biggest lesson learned this year
Post a "2025 client glow-ups" recap reel
Create a carousel: "Things I'm leaving in 2025 as an esthetician"
Celebrate your business wins (even the small ones!)
CTA: Invite clients to share their skincare wins from this year via a question box story sticker
Party Prep Season (Early-Mid December) 🥂
This is prime time for booking facials before holiday events. Your content should focus on urgency and proper timing.
Content ideas:
Post a "Pre-Party Facial Timeline" (when to book for optimal results)
Share quick at-home tips for event-ready skin
Create urgency: "Last call for holiday party facials"
Reel idea: "Get ready with me" featuring your own event prep
CTA: Limited spots for December glow appointments
3 Talking Reel Ideas for Pre-Holiday Season:
"Here's why you need to book your holiday party facial NOW, not the day before your event"
"The biggest mistake people make when booking facials before parties (and when you should actually book)"
"3 things I tell every client who wants glowing skin for their holiday events"
Holiday Gift Guide Content 🎁
Position yourself as THE holiday shopping destination for skincare lovers.
Content ideas:
Create a "Stocking Stuffers Under $30" carousel featuring your retail
Post a "Gifts for Every Skin Type" guide
Film a talking reel: "Here's what I'm gifting my skincare-obsessed friends"
Gift guide content is already live in the Esti Content Club & Waxers Content Club!
CTA: "Screenshot this and send it to your gift-giver"
The Gift of Self-Care (All Month)
Focus on experience language rather than transactional language when promoting services and gift certificates.
Content ideas:
Use phrases like "gift a moment of calm," "the luxury of time"
Highlight gift certificates as stress-free shopping
Post client testimonials about gifting treatments
Create a "Self-care isn't selfish" carousel
CTA: Position treatments as the perfect gift for the person who has everything
December Awareness Days & Esthetician Hashtag Days (Part 1) 🎄
National Hand Washing Awareness Week (Dec 1-7) 🧼
Educate on how proper cleansing protects skin barrier
Share your favorite gentle cleansers
Create a Reel: "Are you washing your face wrong?"
Post about double cleansing benefits
CTA: "Winter skin needs gentler cleansing—here's why"
International Day of Persons with Disabilities (Dec 3) 💜
Share how your treatment room is accessible
Highlight adaptive skincare tools or techniques
Discuss sensitive skin accommodations you offer
CTA: "Everyone deserves great skincare—here's how I make treatments accessible"
National Cookie Day (Dec 4) 🍪
Fun angle: "Sugar's effect on skin (but live your life!)"
Post about treating yourself vs. treating your skin
Share your favorite holiday indulgence guilt-free
CTA: Balance post—education without fear-mongering
December Awareness Days & Esthetician Hashtag Days (Part 2) ❄️
Winter Solstice (Dec 21) ☀️
"Shortest day = longest self-care night"
Post about light therapy benefits for skin
Share how darker days affect skin (vitamin D, dryness)
Create content around "embracing the slow season"
CTA: Book a treatment to honor the seasonal shift
National Flashlight Day (Dec 21) 🔦
Fun spin: "Let's shine a light on your skincare concerns"
Before/after spotlight content
Highlight treatments that make skin "glow" or "radiant"
CTA: Playful engagement post
Christmas/Hanukkah/Kwanzaa (Late December) 🕎🎁
Last-minute gift certificate reminders
Holiday hours announcements
Gratitude posts for your clients
"Closed for the holidays" with your return date
CTA: Celebrate with your community authentically
New Year Prep Content (Late December) ✨
Help your clients—and yourself—transition into the new year with intention.
Content ideas:
"Start 2025 with fresh skin" messaging
January booking reminders (beat the rush!)
Share your 2025 treatment goals/new services
Post about setting skincare resolutions that actually work
CTA: Book your first 2025 appointment now
Behind-the-Scenes Holiday Content 🎄
Show the human side of your business this season.
Content ideas:
Show how you're decorating your treatment room
Share what YOU'RE doing for self-care this month
Post your holiday hours early and often
Give a sneak peek at January offerings
CTA: Build connection and transparency with your audience
Copy Formulas That Convert This Month 💬
Use these proven copy frameworks in your December content:
Scarcity: "Only 3 spots left before I close for the holidays"
Social proof: "My clients are calling this the 'party face facial'"
Urgency + value: "Book now, glow later—lock in 2024 pricing"
Permission: "Yes, you can take an hour for yourself"
Future pacing: "Imagine walking into 2025 with your best skin ever"
Sales Psychology for Holiday Promos
Here's what most estheticians get wrong: they discount too deeply and train clients to wait for sales.
Added value > discounts
"Free upgrade" or "bonus treatment" feels more premium than "50% off."
The psychology
People don't want to feel like they're being sold to during the holidays. They want to feel like they discovered something special.
The gift-giver mindset
When promoting gift certificates, speak directly to the gift-giver's desire to look thoughtful. "Give them an hour of pure relaxation" or "The gift that says 'you deserve this'" taps into their emotional motivation better than listing treatment details.
Language matters
Replace "sale" with "exclusive holiday offer" or "limited edition package" to maintain premium positioning.
Marketing is all about emotions...and psychology!
Gratitude & Client Appreciation 💝
End the year by celebrating the people who supported your business.
Content ideas:
Share client transformation photos and celebrate their journey
Spotlight a loyal client or write thank-you notes/Holiday cards on camera
CTA: Encourage clients to share what they're grateful for in their skincare journey
Winter Skincare Transition ❄️
Help your clients adapt their routines for the cold weather ahead.
Content ideas:
Share how your skins needs change in the winter months and why you might need to switch up your routine (light to rich moisturizers, etc.)
Post about seasonal skin concerns: dryness, redness, indoor heating effects
Educate on why hydrating treatments are essential now
CTA: Invite followers to book a winter skin consultation
Consumer Trend Alert
We're seeing a major shift in holiday spending—consumers are moving away from "stuff" and toward experiences and self-care.
Your services ARE the gift people want. Position your treatments as experiences, not transactions. Use language like "gift an experience," "self-care ritual," or "moment of luxury."
The data shows people start holiday shopping earlier every year. If you wait until December to promote, you've already missed the early planners who have the biggest budgets.
Remember: People need 7-12 touch points before buying. Every post, story, and interaction counts toward that number.
Don't be afraid to repeat your offers! We all have the attention spans of squirrels!
December Hashtag Strategy 📱
Instagram is moving away from hashtags, so make sure to include holiday-specific keywords with location-specific keywords in your captions. Such as “Welcome to Meg’s MedSpa, helping clients in the Vancouver area get holiday-ready, healthy skin!”
Did You Miss the Holiday Sprint?
Since August we've been covering Holiday promo sales & marketing strategies in the Esti Content Club & the Waxers Content Club. Replays are available for all members.
Led by industry expert Meghan O'Brien, as seen in: Dermascope, Skin Inc., Les Nouvelles Esthetiques, and more.
You've got enough on your plate this month. ✨
Check out the free esthetician resources section below to receive a freebie template pack with empowering quotes perfect for esthetician graphics, carousels, or reel text overlays! Save this guide for later, you'll want to reference it all December long! 🎄