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Episode 428: Holiday Sales Strategy: Turning November & December Into Your Best Months

Podcast Description

November and December can be your most profitable months of the year—if you plan ahead and execute the right strategies.

In this timely episode, Duane and Allie break down exactly how to maximize holiday revenue in your martial arts school. From retail bundles and program upgrades to paid-in-full incentives and holiday events, they share actionable strategies you can implement right now to boost your bottom line before the year ends.

Whether you’re uncomfortable with the idea of “selling” during the holidays or you’ve been doing holiday promotions for years, this episode will give you fresh ideas and a complete playbook to make November and December your best months ever.

Duane and Allie cover:

Why parents are already in spending mode (and how to make it easy for them to spend with you)
The psychology behind holiday gift-giving and year-end purchases
How to create irresistible retail bundles and gear packages
Strategies for upgrading students to premium programs
Structuring paid-in-full offers that convert
Planning profitable holiday events
Marketing your offers across multiple channels
Common mistakes to avoid (and how to fix them)

If you’ve never done holiday sales before, start with just one idea from this episode. If you’re a veteran, you’ll walk away with at least a few new strategies to add to your arsenal.

The holidays are a gift to your business—don’t let the opportunity pass you by.

Key Takeaways

1. Parents Are Already Spending Money—Make It Easy for Them to Spend With You

During the holiday season, parents are actively looking for meaningful gifts for their children. They’re already in “spending mode,” so your job isn’t to convince them to spend money—it’s to give them valuable options that align with what they already want.

Allie’s story: A mom once told him, “My kid is going to ask me to buy that Hulk figure somewhere. You’re saving me the time of driving to Toys R Us. I’m happy you have it here.”

The lesson: Parents appreciate the convenience and value of purchasing from you. You’re not being pushy—you’re solving a problem and offering something that benefits their child’s development.

2. Shift Your Mindset: Scarcity vs. Abundance

Many school owners feel uncomfortable “selling” during the holidays, but this mindset leaves money on the table. Instead of thinking, “I don’t want to bother my families,” think, “How can I serve my families by offering them valuable options?”

Key insight: Parents want to invest in their kids. They want discipline, confidence, focus, and character development. Martial arts training is one of the most meaningful gifts they can give.

Action step: Set a revenue goal for November and December. Get your mind into an abundance mindset and commit to serving your families well during this season.

3. Retail & Apparel: Create Gift-Ready Displays and Bundles

Retail sales can be a significant revenue stream during the holidays if you plan ahead and make it easy for parents to purchase.

Holiday gift packages:

Gear bundles (sparring gear, weapons, training equipment)
Branded apparel (hoodies, t-shirts, hats)
Uniforms (offer a second uniform at a discount)
“Stocking stuffers” under $20 (belt keychains, books, patches, small training tools)
Premium gift packages ($100-$300+)

Gift-ready displays:

Set up a Christmas tree in your lobby
Wrap uniforms or gear packages in gift boxes with bows
Label each box with size or item number
Create a sign: “Give the Gift of Martial Arts This Holiday Season”

Allie’s tiered pricing strategy: Don’t just sell one sparring gear package—offer four tiers (basic $99, standard $149, premium $199, elite $299). Surprisingly, 80% of parents will choose the higher-end option when you explain the benefits.

4. Blow Out Dead Inventory—Turn It Into Cash

If you have old apparel or gear sitting in boxes, now is the time to blow it out. Even if you sell it at a loss, it’s better to turn it into cash than to let it sit and collect dust.

Allie’s mentor (JD Sarantakos): “Think of inventory as $50 bills sitting on a coat hanger. If it doesn’t sell, you can’t touch that $50 bill. Blow it out, even if you lose money, and reinvest that cash into new products.”

Action step: Schedule a one-week blowout sale for dead inventory. Promote it heavily. Make it clear this is a limited-time opportunity.

5. Pre-Sell Retail Instead of Buying Inventory Upfront

Gone are the days of buying thousands of dollars in inventory and hoping it sells. With modern print-on-demand companies, you can pre-sell items and only order what you need.

Allie’s strategy: He offers holiday hoodies in multiple colors. Parents choose the item and color, pay upfront, and the order goes into his inbox. Once the cutoff date (December 1st) passes, he places the order with his supplier. The shirts arrive by December 10th, and he didn’t have to lay out a single dollar upfront.

Benefits: No risk of unsold inventory, you collect payment before ordering, you only buy what you need, and parents get exactly what they want.

6. Program Upgrades: Move Students to Premium Programs

The holidays are the perfect time to upgrade students from basic programs to Black Belt Club, Leadership Team, Masters Club, or specialty programs.

Why it works:

Parents are reflecting on their child’s progress over the past year
They’re thinking about setting their child up for success in the new year
They’re already in spending mode
Tax benefits for business owners and self-employed parents (year-end deductions)

How to position the upgrade:

“Give your child the gift of leadership this year.”
“Look how far they’ve come—imagine where they could be by next December.”

Sweetening the deal: Offer a discount on the upgrade (10-20% off) and include bonus items (free uniform, gear package, private lessons).

7. Paid-In-Full Tuition: The Ultimate Year-End Revenue Booster

November and December are THE best months to push annual memberships. Parents are thinking about year-end spending, tax deductions, and setting their child up for success in the new year.

Structuring your paid-in-full offer:

Discount: 10-20% off (e.g., pay for 10 months, get 2 free)
Bonus months: Pay for 12 months, get 1-2 months free
Added value: Free uniform upgrade, gear package, private lessons, VIP perks
Urgency: Limited-time offer (ends December 31st)

Three-tier example:

1-year: 10% off + 1 private lesson + free uniform
2-year: 15% off + 2 private lessons + free uniform + gear package
3-year: 20% off + 3 private lessons + full uniform + gear package + VIP perks

8. The 5:1 Ratio Rule for Paid-In-Full Offers

Allie’s golden rule: For every five new members you enroll, you can cash out one person with a paid-in-full offer without affecting your monthly billing.

Why this matters: If you do too many paid-in-fulls without enrolling new students, your monthly tuition revenue will drop, and you’ll struggle to cover operating expenses.

Action step: Track your paid-in-full sales and new enrollments. Maintain a healthy ratio to protect your monthly cash flow.

9. Target Existing Paid-In-Full Families First

Before you promote your paid-in-full offers to everyone, start with families who have already paid in full in the past. These are your most likely buyers.

Duane’s strategy:

Make a list of all families who have paid in full before
Schedule one-on-one meetings with them
Present the new offer in person: “Mrs. Jones, I know you paid Johnny’s tuition in full six months ago. Now there’s an opportunity to save even more with a two-year or three-year membership. Is that something you’d consider?”

Why this works: These families already understand the value of paying in full. They’re more likely to do it again, especially if you sweeten the deal.

10. Holiday Events: Create Memorable Experiences

Holiday events serve multiple purposes: they build community, create memorable experiences, and generate revenue.

Event ideas:

Board Breaking Event: Duane does this every year on the last day before closing for the holidays
Photos with Santa: Bring in Santa for photos (charge a small fee or offer free for members)
Parents’ Night Out: Offer childcare during peak shopping times
Holiday Party/Potluck: Annual dinner with raffles, Santa, and family bonding
Toy Drives & Food Drives: Partner with local charities
Holiday Tournaments: Charge entry fees or offer free participation as a member perk

Revenue opportunities: Charge for special events, partner with local businesses for sponsorships, sell tickets to family-friendly events, offer VIP experiences.

11. Partner with Local 501(c)(3) Organizations

Duane’s strategy: Contact 3-5 local 501(c)(3) charities and offer them a partnership. Anyone who makes a donation to their charity (any amount) from November 1st to December 31st receives a 4-week free pass and a free uniform from your school.

Why this works:

Charities are actively fundraising at year-end
You’re helping them raise money
You’re generating new leads for your school
You’re building goodwill in the community

Allie’s tip: On your website, create a “Your Fundraiser” tab (not “Donations” or “Fundraisers”—make it clear it’s for THEIR fundraiser).

12. Marketing Your Holiday Offers: Multi-Channel Approach

You can have the best offers in the world, but if no one knows about them, they won’t sell. You need a multi-channel marketing strategy.

Channels to use:

Email: Send at least 3-5 emails in November and December
App notifications: Push notifications to remind families of deadlines
Social media: Post regularly on Facebook, Instagram, and other platforms
In-person: Announce offers during class, post flyers in the lobby
Lobby displays: Create visual displays with signage and clear pricing

Creating urgency:

“Order by December 1st for guaranteed delivery by December 15th”
“Limited-time offer—ends December 31st”
“Only 10 spots available for our 3-year paid-in-full program”

Leveraging Black Friday/Cyber Monday: Start the week before Thanksgiving and run through Cyber Monday. Offer exclusive discounts on gear, upgrades, or paid-in-full programs.

13. Holiday Passes: Give Your Students a Gift to Share

Holiday passes are a powerful tool for generating new leads while giving your current students a meaningful gift to share with friends and family.

Allie’s strategy: He sells holiday-themed VIP passes that students can give as gifts. The pass includes one month of free lessons and a uniform, valued at $120-$199.

How to position it:

“Give the gift of martial arts to someone you care about.”
Put the pass in an envelope and present it as an actual gift
Make it clear this is a valuable present (include the dollar value on the pass)

Why it works: Students feel proud to give a meaningful gift. Recipients feel honored to receive something valuable. You generate new leads without spending money on advertising.

14. Train Your Staff on Holiday Sales

If you have staff, they need to know what you’re selling, how to sell it, and why it matters. Don’t assume they’ll figure it out on their own.

What to train them on:

All holiday offers (retail, upgrades, paid-in-full, events)
How to present offers to parents
How to overcome objections
Deadlines and urgency
Follow-up procedures

Allie’s example: When he was away in Europe for 10 days, his staff sold a few items. The night he got back, he signed up 10 people for the Halloween party and sold 12-15 more pink belts. The difference? Training and execution.

15. Common Mistakes to Avoid

Even the best holiday sales strategy can fail if you make these common mistakes. Here’s what to watch out for—and how to avoid them.

Mistake #1: Waiting Too Long to PromoteStart promoting in early November at the latest. By December, many parents have already spent their holiday budget.

Mistake #2: Not Having Enough InventoryCall your suppliers this week. Find out order cutoff dates, stock availability, and shipping times.

Mistake #3: Being Afraid to SellReframe your mindset. You’re not “selling”—you’re serving. You’re offering valuable options that align with what parents already want.

Mistake #4: Overcomplicating Your OffersKeep it simple. Make your offers clear and easy to understand. Use bullet points. Spell it out.

Mistake #5: Not Training Your StaffHold a staff meeting this week. Walk through every offer. Role-play sales conversations. Set goals and hold your team accountable.

Mistake #6: Forgetting to Follow UpCreate a tracking system. Write down every family who expresses interest. Follow up within 24-48 hours.

Mistake #7: Not Tracking What WorksKeep an event journal (or use Notion). Write down what offers you promoted, how you promoted them, what sold well, and what you would do differently next year.

Mistake #8: Not Creating a “Stocking Stuffers” SectionCreate a clear display in your lobby with items under $20: belt keychains, patches, small training tools, books, tabi socks, specialty shirts.

Action Steps for School Owners

1. Set Your Revenue Goals for November & December TODAY

Sit down right now and decide how much revenue you want to generate from holiday sales. Break it down by category: retail sales, program upgrades, paid-in-full offers, holiday events. Write it down. Share it with your staff.

2. Audit Your Retail Inventory This Week

Walk through your storage room. Identify what inventory you currently have, what’s dead inventory that needs to be blown out, what you need to order, and what you can pre-sell. Call your suppliers and confirm order cutoff dates, stock availability, and shipping times.

3. Create Your Holiday Offers (Bundles, Upgrades, Paid-In-Full Incentives)

Decide what you’re going to sell and how you’re going to package it. Keep it simple. Use the frameworks from this episode: retail bundles, program upgrades, paid-in-full offers.

4. Plan At Least One Holiday Event

Choose one event and commit to it: board breaking, photos with Santa, parents’ night out, holiday party, toy drive, or holiday tournament. Set a date. Promote it. Make it happen.

5. Build Your Marketing Calendar and Start Promoting Next Week

Map out your marketing for November and December: email schedule, app notifications, social media posts, in-person announcements, lobby displays. Start promoting next week. Don’t wait.

6. Make a List of Your Top Prospects for Paid-In-Full Offers

Create three lists: families who have paid in full before, families who are eligible for upgrades, families whose annual agreements are expiring soon. Schedule one-on-one meetings with these families.

7. Train Your Staff on Holiday Offers and Sales Approach

Hold a staff meeting this week. Cover all holiday offers, how to present offers to parents, how to overcome objections, deadlines and urgency, and follow-up procedures. Role-play sales conversations.

8. Create a Tracking System for Follow-Ups

Set up a simple system to track interested families: spreadsheet, CRM, notebook, or Notion page. Write down every family who expresses interest. Follow up within 24-48 hours.

9. Set Up Your Event Journal or Notion Page

Create a system for tracking your holiday initiatives: what offers you promoted, how you promoted them, what sold well, revenue generated, lessons learned, and what you’ll do differently next year.

10. Take Action on At Least Three Ideas from This Episode

Don’t try to do everything. Pick three ideas that resonate with you and execute them well. Write down your three ideas. Set deadlines. Take action this week.

11. Don’t Overthink It—Just Start

Brian Tracy’s wisdom: “What you say you’re going to do and do will eventually become a habit for you, and it’ll get easier and easier over time to perform at a higher level.”

Stop waiting for the perfect plan. Just take action. Even if you only implement one idea from this episode, you’ll generate more revenue than if you do nothing.

Additional Resources Mentioned

Brian Tracy’s Book: Million Dollar Sales Habits

Allie is currently listening to this audiobook. Key insight: “What you say you’re going to do and do will eventually become a habit for you, and it’ll get easier and easier over time to perform at a higher level.” This book emphasizes the importance of taking consistent action, building habits, and performing at a higher level over time.

Allie’s Holiday Retail System

Allie has a comprehensive list of holiday sales strategies and offers that he uses every year, including curriculum-based retail (gear and weapons required at each belt level), tiered pricing for all products, pre-sell strategies for apparel, holiday passes, stocking stuffers section, and dead inventory blowout sales.

Duane’s Notion Event Tracking System

Duane and Mr. Bean created a Notion page for tracking all events, including holiday initiatives. The system includes event categories, planning notes, execution details, results and revenue, lessons learned, and improvements for next year.

Century C-Gear (Washable Sparring Gear)

Allie mentioned Century’s C-Gear as a premium sparring gear option. It’s cloth-based, machine washable and dryable, doesn’t smell, and blood/stains wash out easily. Higher price point, but parents love it. Great example of offering tiered pricing.

Allie’s Children’s Book: The Three Kings

Allie is finishing book two of his children’s book series and hopes to have it available for the holidays as a stocking stuffer. This is a great example of creating your own retail products that align with your brand and values.

School Owner Talk Facebook Group

Join the private Facebook group to share your holiday sales stories, ask questions, and learn from other successful school owners. Access the group.

Your Fundraiser Page (Website Strategy)

Allie’s graphic artist changed the website tab from “Donations” or “Fundraisers” to “Your Fundraiser.” This simple change makes it clearer that if families or organizations have a fundraiser, they can request a donation package from the school. Allie did 22 fundraiser partnerships this year.

Final Thought

The holidays are a gift to your business. Parents are already spending money. They’re looking for meaningful gifts for their children. They want to invest in their child’s growth, confidence, and character development.

Your job is to make it easy for them to spend that money with you—not out of greed, but out of service. You’re offering them valuable options that align with what they already want.

So don’t let this opportunity pass you by. Pick three ideas from this episode. Take action this week. And make November and December your best months ever.

What’s your biggest takeaway from this episode? What holiday strategy are you going to implement first? Drop a comment in the School Owner Talk Facebook group and let us know!