Why Q4 Starts in September: How to Prep Your Marketing Before the Holiday Rush

Mackenzie Foster
Sep 26
3 min read

Updated: Oct 9

September isn’t just about pumpkin spice and back-to-school supplies. For businesses, it’s the unofficial kickoff to Q4 — the time when smart brands get a head start on the holiday season, refresh their strategy, and make the moves that will carry them into the new year with momentum.

If you’re waiting until November to plan your Q4 marketing, you’re already behind. The truth is: Q4 starts now.

Here’s why — and more importantly, how you can make the most of September to set your business up for its strongest finish yet.

The September Advantage

Think of September as your reset button. Summer is over, vacations are winding down, and decision-makers are finally back at their desks. That shift in attention creates a golden opportunity for businesses to:

Re-engage audiences who’ve been in summer slowdown mode.
Refocus energy toward the year-end push.
Build momentum before the chaos of November and December sets in.

Most importantly, planning in September means you can avoid the all-too-common scramble of throwing together holiday campaigns at the last minute. Instead of rushing, you get to execute with strategy, precision, and confidence.

Calculator, pen, round glasses, and blank paper on a pink background, creating an organized, minimalistic workspace setting.

Step One: Audit Your Year So Far

Before you can make smart moves, you need to know what’s working — and what’s not.

Take a hard look at your year-over-year performance:

Which campaigns drove the most engagement or revenue?
Where did your audience drop off?
What channels gave you the highest ROI?

This isn’t about nitpicking. It’s about clarity. The best Q4 strategies build on existing strengths and trim away the dead weight. September is your chance to do both.

Step Two: Refocus Your Brand Messaging

The market looks different now than it did back in January or even last year. Your audience has new needs, new challenges, and new priorities.

Ask yourself:

Does our current messaging still hit?
Are we speaking to the problems our audience cares about today?
Do we have room to tie in seasonal themes like renewal, fresh starts, or growth?

Maybe your messaging doesn’t need a total overhaul — but it does need fine-tuning. A few intentional shifts now can mean the difference between campaigns that feel stale versus campaigns that feel timely and relevant.

Step Three: Prep Holiday Campaigns Early

Here’s the reality: the holiday season sneaks up on everyone. If you wait until November to plan your campaigns, you’ll be competing with every other brand shouting into the void.

September is your chance to:

Outline your holiday promos.
Create your campaign assets (social graphics, videos, emails).
Lock in your ad strategy while costs are still lower.

The brands that start now will have their campaigns ready to launch while everyone else is still scrambling to book photographers and draft copy.

Step Four: Revisit Your Budget

September is also prime time to get real about your numbers. Where’s your money working hardest? Where are you overspending?

Smart businesses:

Double down on high-ROI channels.
Pause spend on “nice-to-haves” that aren’t moving the needle.
Reallocate funds toward Q4 opportunities (ads, events, collaborations).

The bonus? This kind of budgeting discipline sets you up beautifully for Q1 planning.

How Two17 Helps You Move

At Two17, we’re all about momentum. We believe businesses don’t just need a plan — they need the right push forward.

That’s where our FREE Discovery Call + Marketing Playbook comes in. In just one session, we’ll help you:

Get crystal clear on your priorities.
Outline a quarterly strategy that actually makes sense.
Walk away with an actionable playbook designed to set your business up for its strongest year yet.

Think of it as your cheat sheet for Q4 — and beyond. Tap Here To Book yours now!

The Importance of Early Planning

Planning early is crucial for success. By starting in September, you can create a roadmap that guides your marketing efforts through the end of the year. This proactive approach allows you to anticipate challenges and seize opportunities.

Understanding Your Audience

As you prepare for Q4, take the time to understand your audience better. What are their current pain points? How can your products or services provide solutions? Engaging with your audience through surveys or social media can yield valuable insights.

Leveraging Seasonal Trends

September is a great time to tap into seasonal trends. Consider how you can align your marketing efforts with themes of renewal and change. This can make your campaigns feel more relevant and timely.

Building Stronger Relationships

Use this time to strengthen relationships with your customers. Personalized communication can enhance loyalty and encourage repeat business. Consider offering exclusive promotions or sneak peeks to your loyal customers.