How to Get Ahead of Holiday Marketing Photos as a Product Brand
On a 90-degree summer day, I was on a holiday campaign photo shoot in Seattle. The local team had somehow tracked down a Christmas tree farmer and secured a tree, then proceeded to cruise through Seattle with it tied to the top of their car. Did people look at them like they were crazy? Absolutely. Was it worth it to get ahead on holiday marketing photos that early? Also absolutely.
As much as I love advance planning (and yes: it made my client’s Black Friday marketing so much easier), it’s not always realistic to be decking the halls of the studio in July.
That said, there are ways to stay ahead and avoid the last-minute scramble on photos for your product brand. Bonus: as a founder or marketer, you might actually get to enjoy your Thanksgiving break.
We want to help you avoid chaos this year and be fully prepped to shoot the moment your products are camera-ready.
Holiday Photo Shoot Timeline for Product-Based Brands
Here’s a step-by-step, adaptable production timeline to help you plan your holiday product photography and stay ahead of schedule:
July
Finalize your products and promotions
This really varies by brand, we promise: there’s not a right or wrong. Larger, established companies may have wrapped this up months ago, while smaller or newer brands often make decisions on the fly out of necessity. At this point if you haven’t already, narrowing in on your holiday marketing priorities is key, so you can build content around what actually drives sales.
Determine the type of shoot you need
Now’s the time to develop your high-level creative plan and figure out what type of photos and videos you need:
Do you need cozy holiday lifestyle photos?
An on-model shoot to show off clothing or accessories?
A fresh branded tabletop set that stands out in a sea of red and green?
Or fresh, short videos that will thrive on social and digital ads?
August
Book your shoot date
The creative world shifts into high gear as September approaches. Fall is peak season for photographers, stylists, and content creators. Lock in your team now for that perfect window: when your products are ready, but still early enough to avoid a content crunch.
Pull inspiration
This is your chance to think big, and have fun with it. Build a Pinterest board, screenshot things you love (or: want to avoid) and share your vision with your photographer or content team. Do some competitive research… what's typical in your industry? And more importantly, where can you zig where others zag?
September
Confirm your products will be ready
Triple-check that your products will be ready on time. And if there’s even a chance of delays, communicate with your photographer early, so everyone can adapt without chaos.
Pre-production planning
You’ve got the shoot date and vision, now it’s time to bring the pieces together. We’ll work with you on translating your big ideas into on-brand, creative plans. Then, we handle everything from location scouting to prop sourcing, talent casting and more to bring the vision to life. Whether you want a full-service production or a simple shoot on a startup budget, we’ve got you.
Shoot!
Many brands shoot in late September to stay comfortably ahead, or make it happen October. Every brand is different (and again, we know you need products to shoot): either way works!
October
Shoot (if not already complete)
Early October is your last chance to get ahead if September didn’t pan out.
Post-production
Don’t overlook the editing process! Build in time for photo selection, retouching and delivery. We send a clear timeline from the start, with:
A preview gallery for you to select your favorite images
Polished final edits delivered and ready to share
November
Holiday marketing begins
If your shoot wrapped on time, your assets are edited and ready to go!
That means your Black Friday campaigns, early bird offers, and holiday promos can actually run without stress.
Quick Timeline Cheatsheet
Products shipping late? → Plan now, shoot by late October with a rush post-production timeline
Launching Early Bird Offers in October? → Shoot by early September
Running early access campaigns, testing ad creative or have an agencies/marketing consultant deadline? → Aim for an August shoot
We’re Here to Help You Get Ahead
Imagine heading into November with a full content library, scheduled posts, and every promotion locked and loaded, then just actually relaxing on your Thanksgiving over mashed potatoes and pie, knowing the days ahead you can kick back and watch the orders roll in.
We’re here to help. Our Putnam Creative team offer photo and video services for brands of all sizes in Denver, San Francisco and remotely for product brands nationwide.
Strategic short videos
Reach out here and we’ll share more about our services and reserve your holiday shoot date to get ahead and make your holiday marketing lead to more sales (while you actually get to enjoy the season!)
