In this episode of the Modern Direct Seller Podcast, we’re diving into holiday collabs and how they can help you reach new audiences this season. Partnering with another small business is one of the quickest ways to get in front of new faces, and this time of year is the perfect time to give it a try. We’re talking about what to look for in a collab partner and sharing some timely ideas you can bring into your holiday plans. We also cover what to sort out before you launch, plus what to do once the collab wraps up.

Looking to pull together a deal roundup or gift guide page with your collab partners this season? Oh My Hi can help you spin one up quickly, and when you get started, you’ll get a free capture and convert homepage.

Time based notes:

The Holiday Collab Playbook for Direct Sellers

The holidays bring plenty of shoppers, but if you keep sharing with the same group of people, it’s hard to reach anyone new. One of the fastest ways to change that is to team up with another small business and borrow the trust they’ve already built with their audience. When you help a partner grow, they can return the favor, and you both get in front of new people right when they’re ready to buy.

Choosing a Partner Who Complements You

Not every partner is a good fit, so start by finding someone who reaches the same kind of people you do, just in a completely different area. Steer clear of competing offers or anything in your own product category, since that can confuse your audience. A jewelry seller and a skincare seller, for example, could bundle a bracelet with a face mask or lip gloss for a sparkly holiday look.

It also helps when your price points and overall vibe line up, so the partnership feels equal. Pick people you genuinely like! If this is your first collab, look to your inner circle and the people you already know and trust. Check your company’s policies first so you know your collab doesn’t break any of their rules.

Looking Outside Your Usual Circle

Your partner doesn’t have to be a direct seller. If you do vendor events, look around at the other businesses there, or think about brands in a totally different industry. A children’s clothing seller and a local photographer make a natural pair, since one needs photos of kids in cute outfits and the other needs to meet families who’ll book sessions.

Local coffee shops, boutiques, and hairstylists can be great places to pop up, because you get a space to share your products and they get something new for their clients. A local nonprofit can be a meaningful partner too. A fundraiser with a literacy organization can bring in new customers and bigger sales while getting books to kids in your community.

Ways to Collab Before the Year Wraps Up

Once you’ve found your partner, it’s time to decide what you’re offering. A deal roundup page gathers every partner’s special in one spot. Oh My Hi’s website helper, OHMI, makes this quick, since you can list out the deals, take them into ChatGPT or Claude, and have a page ready to share in no time.

A virtual shop hop works like a train that takes your community from one partner’s group, profile, or website to the next. Each stop can feature something different, like a side dish demo for Thanksgiving or styling tips for a holiday party, with a chance to win along the way.

Gift guides are another fun option. You can sort gifts into categories like stocking stuffers, teacher and host gifts, or picks under $20, then feature a product from each partner. If you’d rather keep it simple, a joint giveaway with one prize bundle and a landing page for entries brings in new leads while showing off everyone’s products.

Setting Your Collab Up for Success

Nobody wants a collab that feels like a middle school group project. Usually one person takes the lead as host and builds the page or event while everyone else contributes their piece. A shared document keeps everyone aligned on what’s happening and when, and it saves a lot of back and forth.

Firm deadlines matter too, especially with Black Friday sales and shipping cutoffs piling up. Ask partners for their details a couple of weeks ahead so you have time to build everything without the chaos. Keep your ask small by sending partners their links, ready-to-post copy, and every detail in one email, since your collab comes second to their own business. If you’re splitting the work evenly, lay out who’s doing what ahead of time so nobody gets surprised.

Keeping Your Audience Yours

Swapping email lists might seem like a shortcut, but it’s illegal, and it puts the trust you’ve built with your customers at risk. Instead, each partner emails their own list and posts on their own channels, and people can opt in through a form if they want to learn more or enter a giveaway.

Collabs also tend to pay off over the long haul. You might see sales right away, but much of the value comes from meeting new people and nurturing those relationships over time. Have a welcome sequence ready for new subscribers, and keep the conversation going with anyone who texts in for a deal.

Thank Your Partners So They’ll Say Yes Again

What you do after the collab matters as much as the collab itself. A quick voice message or a card in the mail shows partners you appreciate them and makes them want to team up again, maybe even every year. If you love their products, a testimonial, review, or short video about working together is something they can use in their own marketing.

The right partner and a little planning up front can turn a holiday collab into new leads and relationships that last well past the season. If you’d like to see one in action, our own Black Friday collab runs November 20 through 30.