For many companies and sales teams, the final six weeks of the year are a tale of two seasons. On one hand, the holidays create opportunities: consumer spending spikes, prospects are often in planning mode, and deals are (hopefully) being closed before the end of the year. On the other hand, many industries experience the dreaded "holiday slowdown"—a lull in activity caused by distracted buyers, vacations, and the natural tendency to coast into year-end.
But for savvy business leaders and sellers, the slowdown is optional. With the right approach, the weeks before and between Thanksgiving and Christmas can become a period of productivity, pipeline growth, and strategic advantage. In fact, some of the most successful salespeople we work with look forward to this season, knowing that while competitors are winding down, they can gain ground.
Here are five ways to maintain momentum and finish the year strong.
1. Reframe the Season as an Opportunity
Too many companies accept the slowdown as inevitable. That mindset becomes a self-fulfilling prophecy. Instead, reframe the season as a time to differentiate. While competitors pull back, you can push forward.
- Many decision-makers are actually more available in November and December, with fewer internal meetings and less day-to-day pressure.
- Customers often have budget dollars left to allocate before year-end.
- Prospects planning for 2026 may be more open to conversations now than in January, when everyone is back at full speed.
2. Double Down on Customer Touchpoints
The holidays are the perfect excuse to connect with customers and prospects in meaningful ways.
- Send personalized thank-you notes or small tokens of appreciation.
- Host a client appreciation event or virtual roundtable.
- Pick up the phone—yes, the phone—and check in without pushing a hard sell.
These gestures not only strengthen relationships but also keep you top-of-mind when customers make year-end decisions. A warm, authentic phone call, note, or email now can set the stage for a stronger partnership in the new year.
3. Align Sales Goals with Seasonal Realities
Rather than trying to force a "normal" sales cycle onto an abnormal calendar, adjust your goals.
- Focus on shorter sales cycles, quick wins, and renewals.
- Use this time to secure commitments for early 2026 business.
- Incentivize your team with special year-end contests or accelerators that reward hustle.
This ensures momentum carries into the new year rather than stalling in December. A well-structured incentive plan can make the difference between a team that checks out and one that charges ahead.
4. Empower and Energize Your Sales Team
Salespeople feel the seasonal drag as much as buyers. Keeping your team focused requires leadership.
- Set weekly targets to create urgency and accountability.
- Recognize and celebrate wins, no matter how small.
- Provide tools, talking points, and creative ideas for holiday outreach.
A motivated team can cut through the seasonal haze and maintain the energy needed to close deals. As a leader, your enthusiasm will set the tone; if you treat December as a month of opportunity, your team is more likely to do the same.
5. Use the Quiet to Build for 2026
Even if some customers truly are unavailable, the downtime doesn't have to be wasted. December is prime time for pipeline-building and preparation.
- Research and segment new prospect lists.
- Refine your sales messaging and proposals.
- Conduct training sessions or role-plays.
- Schedule January kick-off meetings with prospects.
Think of it as "planting seeds" that will bear fruit in the first quarter. Laying this groundwork now ensures that when calendars fill up in January, you're already several steps ahead.
The Bottom Line
The holiday season doesn't have to mean a sales slowdown. While competitors slow down, you can speed up—and turn December into a launchpad for growth. With the right mindset and strategies, it can be a springboard into 2026. By staying visible, adding value, and keeping your team engaged, you'll not only close the year strong but also enter January with momentum already on your side.
