How to Leverage Reviews and Testimonials During the Holidays

The sleigh bells are ringing, the carts are filling, and small businesses everywhere are gearing up for a flurry of sales. But if your holiday marketing plan doesn’t include customer reviews and testimonials, you’re leaving trust—and conversions—on the table. With holiday reviews small business tactics in play, you can turn happy customers into your most persuasive sales reps (and no, you don’t have to pay them commission—just gratitude).

Collecting Reviews Efficiently

We get it—you’re busy wrapping orders and maybe even wrapping presents. But collecting reviews doesn't have to be hard. According to BrightLocal, 98% of people read online reviews for local businesses. That means skipping them? Huge mistake. The trick is to automate your ask. Tools like Yotpo and Trustpilot make it easy to send CTAs asking for a review right after a sale or delivery.

And here’s a tip: offer a tiny incentive like a discount on their next order. It’s a win-win—customers feel appreciated, and you gain fresh, glowing social proof.

Using Testimonials in Marketing

So you’ve got the love—now it’s time to flaunt it. Testimonials aren’t just vanity metrics. They’re conversion boosters. Nielsen found that 92% of consumers trust recommendations from people they know, and reviews come pretty close.

You can turn testimonials into branded quote graphics on Instagram, sprinkle them across your product pages, or even feature a “Customer of the Month” in your newsletter. Just make sure you link directly to the full review and keep it authentic—no one wants to hear from “Jane D.” who may or may not be real.

Encouraging Engagement and Repeat Customers

The real magic happens when engagement becomes loyalty. Asking customers to leave a review not only boosts credibility—it brings them back. Use their feedback in a meaningful way by tagging them in thank-you posts or featuring them in your Stories.

Better yet, set up a quick follow-up email campaign (yes, automation again) thanking them and offering a “reviewer’s reward.” As Podium suggests, engaging with reviews—both good and bad—shows you care and builds lasting relationships.

In the hustle of holiday sales, don’t forget: your best advertising might already be in your inbox. With smart holiday reviews small business tactics like automated asks, bold testimonials, and personal engagement touchpoints, you’ll build trust, drive conversion, and maybe even make someone’s day.

CTA: Start featuring your customer reviews today to boost holiday trust and sales!