Holiday Content Planning
As we look ahead to 2026, many organizations are starting to sketch out their content plans for the year. This is the moment to zoom out, month by month, and flag the can’t-miss moments worth recognizing on your channels.
One content area that can trip teams up: holidays.
There’s no shortage of options. From federally recognized holidays to awareness months declared by advocacy groups, to delightfully random days (like National Nothing Day, International Talk Like a Pirate Day, Fruitcake Toss Day, Squirrel Appreciation Day, and National Hairball Awareness Day), you could fill an entire editorial calendar with holidays alone.
And that’s where the pressure creeps in.
Content managers are often caught in the middle. Colleagues may feel strongly about certain causes and want to see them acknowledged publicly. That leaves the content lead, or the leadership team, making tough calls: which days make the cut, which don’t, and how to explain those decisions to colleagues who may be hurt by the outcome.
There’s also reputational risk. Maybe your organization recognizes Black History Month but later inadvertently overlooks Asian American and Pacific Islander Heritage Month. Even without ill intent, inconsistencies like this can alienate audiences or hurt team morale.
So how do you decide what to recognize?
You create guidelines.
Crafting your holiday guidelines
Start by building a clear list of go’s and no-go’s that align with your organization’s mission and values. These guidelines exist to protect your channels from what we’re lovingly referring to as “holiday creep” – when your calendar gets flooded by days to share.
A few important reminders as you do this work:
Do you need to seek input from colleagues? This is an important question, and you know your organization best. Three main approaches:
Leader-led (leader/s decide alone)
Consultative (leader decides after input)
Group-based (team decides together)
Choosing not to publicly recognize a holiday does not mean you don’t support its purpose. It simply means your organization is being intentional about how it uses its platforms.
These questions can help you build your guidelines:
Does this day align with the work we do? National Tradesmen Day (third Friday of September) might be a strong fit for a construction company, but probably not for a restaurant.
Does this day align with our stated values? If your organization champions women’s leadership, Women’s History Month may be a natural fit. If it doesn’t, that’s okay.
Is the day authentic to who we are, or does it feel performative? Are you posting because you feel like you have to, and it seems every other organization is, or do you feel like the day truly represents your organization?
Is the day affiliated with an organization we support?
Awareness days launched by nonprofits you partner with or associations you belong to often make sense to elevate.What “level” of holidays will we acknowledge?
Will you stick to federally recognized holidays only? Or will you also make room for lighter moments like National Donut Day?
Beloved Sesame Street character Elmo recently recognized Kwanzaa on X. Here’s why it was in alignment and a good choice:
Elmo’s brand centers on inclusion, belonging, and celebrating children and families from all cultures.
Sesame Street had recently aired a segment with actor Michael B. Jordan celebrating Kwanzaa, creating a clear organizational tie-in.
Communicating your guidelines internally
Once your guidelines are in place, it’s equally important to share them clearly and proactively internally. Make sure your team understands:
What the guidelines are and why they exist
That silence on a specific holiday does not equal disagreement or lack of support
That employees are encouraged to celebrate causes they care about on personal channels
How to submit requests for holiday or awareness content for annual review
Clear guardrails reduce confusion and prevent reactive decision-making later.
Put the plan in place
With guidelines established:
Start marking approved holidays and awareness moments on your editorial calendar
Plan content intentionally, rather than scrambling the week of
Leave room for flexibility, but anchor decisions in strategy – not pressure
Not every holiday needs a post. Thoughtful guidelines give your content team clarity, protect your brand, and ensure your channels stay focused on advancing your mission.