December can be a month of non-stop ecommerce activity with flash sales, rapid ad optimization, and fulfillment mayhem. It is also an opportunity for content marketing.
Helpful, informative, and entertaining content can still cut through the noise. Articles, videos, and podcasts that inform and inspire shoppers will attract attention long after the last order ships.
After all, content marketing is the act of attracting, engaging, and retaining customers not for one month, but long term. What follows are five content marketing ideas your ecommerce shop can use in December 2025.
AI Gift Planning
Agentic commerce and AI-driven search, such as from Perplexity, are changing how folks shop.
The way shoppers discover products and gifts is changing.
Millions of consumers will ask Google Gemini, ChatGPT, or Perplexity for gift ideas during the 2025 Christmas shopping season. Some will finish their purchases inside those chats or on AI web browsers.
This shift rewards marketers who structure their shop’s content clearly and correctly. Thus, December 2025, is a good time to publish buying guides, FAQs, and product comparisons — all properly structured — to ensure generative systems understand what a store sells.
This could mean creating articles based on the principles of generative engine optimization or updating existing buying guides to perform better with large language models.
A merchant could also produce educational content, such as “How to Use ChatGPT for Gift Ideas” or “How AI Shopping Impacts Small Businesses.” Those guides can run in a store’s newsletter, perhaps positioning the business as the place to start every consumer’s Christmas shopping.
Year in Review
Retailer Mr Porter typically publishes at least one year-in-review retrospective.
Reflection works in December. It gives readers closure on the year and a sense of continuity into the next.
Ecommerce content marketers can write list-style articles such as “Top 10 Products That Defined 2025” or “Our Customers’ Favorite Finds of the Year.”
Retrospective articles can pair with forward-looking posts, such as “How to Get More from Your Gear in 2026” or similar.
Large retailers already use this format effectively. Mr Porter’s annual “Best Dressed Men of the Year” article honors the retailer’s customers’ style sensibility while reinforcing its editorial authority.
Williams-Sonoma often publishes year-end or season-end recipe roundups that connect kitchen trends to products. REI’s annual adventure retrospectives combine storytelling and imagery that carry well into January.
Done well, a year-in-review article shows customers that your store observes, learns, and evolves alongside them.
Small Business Saturday
Small businesses come in many forms. Many an ecommerce shop, even ones with their own fulfillment operations, fall into this category.
American Express and the U.S. Small Business Administration established Small Business Saturday in 2010 as a response to Black Friday and Cyber Monday for independent retailers. In the ensuing 15 years, it has become a fixture in the holiday calendar and a day when shoppers consciously seek out small retailers.
For ecommerce and brick-and-click merchants, the occasion — on November 29, 2025 — is both an event and a storytelling opportunity.
In the weeks leading up to Small Business Saturday, marketers can publish content showing what makes their stores distinct.
Articles, videos, or newsletters might introduce the folks behind the products or describe the experience customers get, which should be something that big retailers can’t match.
Quirky Observances
Ugly sweaters and offbeat observances provide opportunities.
Oddities, curiosity, and humor can make for entertaining content.
Quirky observances give content marketers reasons to publish something fun, personable, and memorable. December 2025 is full of these sorts of calendar hooks.
- National Sock Day: December 4
- National Cookie Day: December 4
- Pretend to Be a Time Traveler Day: December 8
- National Lager Day: December 10
- National Tie Day: December 18
- Ugly Sweater Day: December 19
- Crossword Puzzle Day: December 21
- Make Cut-Out Snowflakes Day: December 27
A footwear retailer might run “Why Socks Make the Best Stocking Stuffers” for National Sock Day. A cookware shop could publish “5 Holiday Cookies to Bake on National Cookie Day.” A menswear retailer might highlight vintage patterns for National Tie Day, while a craft store posts a simple tutorial for Make Cut-Out Snowflakes Day.
These topics attract casual readers seeking light, shareable content, and give ecommerce content marketers a way to connect their products with calendar dates.
Texas Statehood
Try ecommerce marketing with a Texas accent.
On December 29, 1845, Texas became the 28th state in the Union. The anniversary has historical importance beyond state lines, although the content might work best for shoppers in the Lone Star State.
Merchants might emphasize products sourced, designed, or manufactured in Texas. A fashion retailer could showcase boots or leather goods made in El Paso. A specialty food shop might highlight Texas barbecue sauces, spices, or pecans.
Even national retailers can connect with the date by featuring Texas-based suppliers, innovators, and artisans.
Article topics could include:
- 5 Inventions from Texas That Changed Everyday Life
- 15 Little-Known Products Made in Texas
- 25 Items Every Texan Must Own