When it comes to custom-engraved greatness, timing is everything. Whether you're pressing Premium Leatherette®, laying down Durra-Bull™ on other projects, or rolling out other personalized gear, your customers need time—and so do you. Getting ahead of the calendar means more orders, smoother production, and fewer shipping headaches. A solid plan allows your business to be dependable when your customers need you the most- it's not optional.

Of course, holidays celebrated will vary your niche, region, and country. These suggestions are based loosely on Federal Holidays in the United States. Here’s your LoneStar Adhesive-approved playbook for when to start pushing engraved products for every major U.S. holiday:

LoneStar’s Federal Holiday
Marketing Timeline

 Why Start So Early?

• Custom gear takes prep – proofs, engraving, packaging... it all takes time. Also, start early for the inspiration to continue flowing. You never know when another great idea for a design will hit, and your now engaged audience is more likely to see the new design as well!
• Shipping slows down – especially around holidays. Beat the rush. Give adequate forecasts, as much as is within your control, of what people can expect of shipping. Offer "Pick up Promos" to incentivize pickups, if you have a retail location.
• More time = more orders – early promos catch early planners and last-minute stragglers. Sometimes your best marketing efforts take several touchpoints before someone commits to buying.
• Boost your brand presence – staying top of mind means staying top of cart. The "5-7 rule" suggests that seeing or hearing information 5 to 7 times can help it move from short-term to long-term memory. You WANT to be in your customers' long term memory, right?

The LoneStar Launch Plan

1. Gear Up 2–3 Months Ahead
   Finalize products, photos, and packaging early. Prep like a pro so you aren't sending out May-Day messages to customers later. Figure out the SOPs for your shop to most efficiently create for and manage orders.
2. Start the Buzz 6–8 Weeks Out
   Tease the drop. Build your email list. Let 'em know it’s coming. Batch create your graphics so you can release them and stay top of mind. Canva has templates you can easily customize, so anyone can do it!
3. Open the Gate 4–6 Weeks Out
   Launch your promos, bundles, and ready-to-engrave favorites. Update & communicate recommended shipping timelines that carriers typically release around the Q3-Q4 holidays. If you're launching ads, be sure you have a retargeting campaign moving along to increase the touchpoints that get people to commit to purchasing.
4. Close with a Push 2 Weeks Out
   Drive urgency with last call emails, express-ship options, and giftable add-ons.

Here's a Visual Guide for Your Shop:

*Printable Version of the Marketing Calendar available here.