An Artisan’s Guide to a Thoughtful Holiday Season
As the holiday season approaches, many handmade business owners and independent makers find themselves at a crossroads between business growth and staying true to their values. Let’s explore how to navigate this tightrope with intention.
The Artisan’s Dilemma
As makers who put our hearts into every piece we make, we find ourselves in a delicate dance between two opposing forces. On one side is the need to grow our handmade businesses through sales—after all, our ability to continue making depends on our work finding its way into loving homes. On the other side is our deep commitment to mindful making and consuming, a value that can feel at odds with Black Friday and holiday shopping madness.
This isn’t just about whether to offer discounts or join the holiday sales frenzy. It’s about honoring the real value of our work — the hours of skill-building, the carefully sourced materials, the thoughtful processes we’ve developed — while still being part of the retail cycle. Many of us became makers because we wanted to offer an alternative to mass production, and now we find ourselves in the very systems we tried to change.
As artisans, we are, at our core, a rebellion against mass production and throwaway culture.
So the question becomes not how to sell but how to sell meaningfully. How do we share our work with the world in a way that celebrates it, not diminishes it? How do we participate in seasonal opportunities while staying true to our values of sustainable, ethical creation?
Reframe the Season
What if we looked at the holiday season not as a test of our values but as a chance to amplify them? Here are a number of thoughtful approaches to consider:
Tell Stories
The holiday season brings more eyes on your work. Instead of focusing on sales, use this attention to:
Share the making of your pieces from start to finish
Show the sustainable practices that make your work different
Demonstrate how your pieces fit into a life well-lived
Highlight the longevity and timelessness of your craft
Tend to Your Digital Garden
Use this time to attend to the often overlooked parts of your business:
Review and refresh your product pages
Create an enchanting seasonal lookbook
Optimize your website navigation and checkout
Update your homepage to reflect what you’re currently making and what’s coming up
Connect Authentically
Instead of pushing for sales, focus on building genuine relationships:
Engage with your audience through meaningful conversations
Ask what they would love to see you create
Share your expertise
Create spaces for your customers to share their own stories
Holiday Marketing Alternatives
If You Don’t Discount
It’s absolutely okay to keep your prices if discounting doesn’t align with your values or business model. Instead:
Create limited edition pieces
Offer special holiday packaging
Include thoughtful extras with purchases
Provide extra customer service during the season
Give Back Meaningfully
Think beyond sales to add value:
Partner with environmental initiatives
Support local community projects
Share your knowledge through mini-workshops
Offer care guides or maintenance tips for your pieces
How to Have a Calm Holiday
Your Values
Review your core values
How do these align with your holiday strategy?
What does success mean to you beyond the numbers?
Plan with Intention
Create a calendar that honors your business needs and personal boundaries
Schedule content that educates and inspires
Build in rest periods to keep your creative energy
Prepare Your Space
Whether digital or physical, make sure your space reflects your values
Consider hiring someone to help with website updates or marketing materials
Create systems that support you and your customers during busy times
Embracing Inclusivity
Remember, the holiday season means different things to different people. Consider:
Using inclusive language in your communications
Acknowledging different celebrations and traditions
Marketing that welcomes all customers
Options for different budgets and preferences
A Gentle Reminder
Your business doesn’t have to dim its light to fit into industry expectations. Being an artisan means choosing a different path—one that honors creativity, sustainability, and authentic connection. Whether you choose to participate in traditional holiday sales or forge your own path, let your decisions be guided by your values, not external pressure.
Your unique approach to the season might just be exactly what your ideal customer is looking for.
