It’s the most wonderful time of the year, but is it even worth cold calling during the holidays?”
The days have arrived for spending more time with family, shopping, and enjoying delicious seasonal treats. It’s tempting to put work on the back burner. For revenue leaders, the holidays raise a real question: do you pause outbound entirely, or is this actually an overlooked window to connect with decision-makers?
You may get some extra time off this month, and that’s well earned. But if you’re responsible for bringing revenue to your business, you might find that slow times like these are the best times to have conversations!
True Stories About Dialing Around the Holidays
Our team can decide if they want to work through holiday weeks, or rest. During Thanksgiving week, we typically have a couple members decide to continue outreach. Whoever’s “online” dials on Wednesday afternoon, yes, when some clients are already at home cooking. On Black Friday, when most of the world is still emerging from food comas, they can make calls. Except for on Thanksgiving itself, we make phone calls every day of what most would consider a slow week.
During Christmas week, we follow a similar approach with a few adjustments. On Christmas week, we did the same, but it’s a bit different. If Christmas falls mid-week, we dial until Christmas Eve and return the day after. If the day after Christmas is a Friday, we shut down. We still receive leads following this schedule. Why?
1) We reach people we can’t get hold of during busier times.
2) We become part of our prospects’ New Year planning discussions.
Why? Because while lots of people are in the mall or on vacation, some are sitting at their desks. Others are bored at the airport and pick up when their phones ring. With their co-workers out of the office and everything slowing down, it’s easier for them to take calls. They are more focused and open.
This is especially true in B2B environments, where planning cycles don’t stop in December. Many leaders use quieter weeks to evaluate vendors, review pipeline gaps, and think ahead to Q1 priorities.
You’ll get lots of voicemails when dialing around the holidays, guaranteed. It’s also sure that you’ll reach someone who is primed to listen if you can provide them with value.
When It’s a Good Idea and When It Isn’t
There is a trend among cold callers that try to catch prospects outside of regular business hours. While it’s not a bad idea, stretching too far into personal hours is not a good idea. Not all successful people work nonstop. Many have families, and they may not appreciate it if you call them when they’re at the bus stop with their kids in the morning or at the dinner table in the evening.
How early is too early? How late is too late? It’s a judgment call you’ll have to make at times. The goal isn’t to squeeze in more dials, it’s to stay professional while being opportunistic. If your team is calling a cell phone and not a direct office number, ensure they’re familiar with FTC telemarketing laws.
Cultural standards should be used to determine if dialing around the holidays is OK or not. On days that might be considered sacred, for example, Christmas Day, Thanksgiving Day, or other highly traditional days, don’t do it. On days like Boxing Day, or Black Friday (which are more like elective days off), you can try making some phone calls.
How To Be Courteous When Dialing Around the Holidays
You never know what the person on the other end of your cold call might be doing. Regardless of the day or time, it’s always good to start the conversation by asking for permission first.
A simple way to do this and stand out immediately is to start the conversation by wishing your prospect ‘Happy Holidays.’ You can then tell them why you’re calling and ask them if they’re open to chatting at the moment.
Here’s another true story from our past holiday dialing. One of our team members called a prospect with a similar greeting. He was delighted by her sense of courtesy and complimented her on how she opened the call. Whether someone buys from you or not, isn’t this the kind of positive impression you’d like to give them? it’s good to be human, and kind. And it works best when you it’s sincere and doesn’t come off as fake or forced.
In summary, we believe dialing around the holidays can be a great thing. You can catch decision-makers on their downtime, plan for Q1, and spread good tidings. As with cold outreach any time of year, put your prospects first, and remember that they are people!
For teams responsible for revenue, outreach during the holidays isn’t about giving up “because no one’s working” or pushing harder to hit last minute quotas. Outreach this time of year is about being intentional. Fewer calls, better conversations, and the right timing can make all the difference.
