Pleading the Fourth

For another, if your client is looking for a specific item, you want to make sure your supplier has it in stock. "The risk that you take when making last-minute decisions can be fewer choices based on items selling out—usually the most popular ones—and getting the product produced in time, as this is a very busy time of year for production," Sweeney noted.

3. It's Not Just Christmas

Maybe hearing "Happy Holidays/It's the Holiday Season" a thousand times too many each December has conditioned us to equate "the holiday selling season" with Christmas alone. But don't forget—there's a lot going on in the fourth quarter, and that means lots of opportunities for sales. Marcus listed holidays such as Halloween and Thanksgiving, and other big events such as breast cancer awareness month in October. "It's also great because these opportunities repeat year after year," she added. "For example, once you get started with a company for holiday gifts, this is an order that can repeat and be an annuity for you for the life of your business."

4. Who to Target

Sweeney suggested targeting "companies or organizations that typically buy holiday items," as these businesses often set aside large chunks of their promotional budget for the holiday season. This gives you plenty of options. Retail stores will be in need of signage and displays for upcoming sales. Corporations will be looking for end-of-year awards, executive gifts and holiday cards. And clients across all industries will be in search of chocolates, cookies and other food gifts for employee appreciation or general gift-giving. "It doesn't matter how big or small the company may be, people love to reward their employees at the end of the year for a job well done or for the holidays," said Brandon Brown, director of marketing for SnugZ USA, Salt Lake City. "Why not provide a promotional food option that is universal in appeal and provides instant gratification."