The holidays are a paradox for health and wellness businesses. On one hand, people are indulging, skipping workouts, and putting wellness on hold. On the other hand, they’re already thinking about January resolutions and feeling guilty about every tamale.
Your social media content during December should meet people where they are…not where you wish they were.
Don’t Be the Fun Police
The worst thing a wellness business can do in December is post content that shames people for enjoying the holidays. “Don’t eat that second cookie!” is not going to win you followers or clients. It’s going to make people unfollow you.
Instead, post content that celebrates balance:
- “Enjoy every bite at your holiday party. Tomorrow, we’ll be here when you want to move your body.”
- “Your worth isn’t measured in calories. Enjoy the posadas, the tamales, and the time with family.”
- “Rest is part of wellness. It’s okay to slow down this season.”
This approach builds trust and positions you as a wellness brand that understands real life. We explored more of this balanced tone in our guide to preparing wellness social media for the New Year rush.
Promote Gift Cards and Holiday Packages
December is gift-buying season. Make it easy for people to give wellness:
- Massage gift cards
- Class packages
- Personal training sessions
- Spa packages
- Wellness subscription boxes
Create dedicated social media posts for each option. Use Instagram Stories with a “swipe up” or link sticker. Run a short Facebook campaign targeting local gift shoppers. A yoga studio near Hardberger Park promoting “Gift the gift of calm…class packages starting at $75” will resonate with anyone shopping for a stressed-out friend.
Share Your Year-End Wins
December is a natural time for reflection. Share your business’s highlights from 2024:
- Number of clients served
- Classes taught
- Pounds lost collectively by your community
- Milestones your team achieved
- New services you launched
This type of content celebrates your community and reminds people what they’re part of (or what they’re missing out on).
Plant Seeds for January
Start talking about January offerings in mid-December. New class schedules, New Year’s challenges, resolution-friendly packages. Don’t hard sell…just preview.
“Coming January 1: Our 21-Day New Year Reset. Stay tuned for details.” Build anticipation. When January hits, people who saw your December posts will be ready to sign up. Make sure your website is optimized to handle that January traffic.
Stay Human
Share your team’s holiday traditions. Post a photo of your staff holiday party. Show the human side of your business. People choose wellness providers they connect with personally. The holidays are the perfect time to deepen that connection.
Keep Showing Up
Many wellness businesses go dark in December. Don’t. The businesses that post consistently through the holidays are the ones that start January with momentum. For summer content ideas that maintain engagement year-round, our 4th of July content guide for wellness businesses has a playbook you can adapt.
Need social media help? Visit gift.growmysmallbusiness.com and let’s keep your brand present through every season.