The Holiday Content Kit

Nov 2 to Jan 3. Three posts a week, for any business.

Want the holidays handled for you?

The Narrative Refinery is a boutique social and creative agency in the GTA, built for creative entrepreneurs and service-based brands. We plan the season, shoot the content with our network of photographers and videographers, write the captions and schedule every post.

If you would rather spend the holidays running your business, book a call with Aerin McShane, our founder and strategist, and we will take it off your hands.

Book a call

How the kit works

A shot list, nine weeks of post concepts, ready-to-use captions, story prompts and concepts you can turn into a reel or a carousel. It is written for any business, so bend every idea to your own customers.

1

Film first

The shot list comes first because every post is edited from your footage. Four short windows spread the filming across the season. Reading this late? Do the first six items in one session.

2

Pick a concept, then a format

Each post in the calendar is a concept. Turn it into a reel or a carousel, whichever suits the footage you have.

3

Copy a caption and fill the blanks

Every post in the calendar points to a numbered caption. Swap each highlighted blank for your own details.

Posting rhythm

Plan on three posts a week. Tuesday, Thursday and Saturday are the default, and the calendar shifts them around the big dates. Swap in the days your customers are most active.

Reel or carousel

Every concept works as either one. Reels go to Instagram, TikTok and Facebook. Carousels go to Instagram and Facebook and can run as a TikTok photo post.

Post once, share three ways

Use the long caption on Instagram and Facebook and the short one on TikTok. Instagram and TikTok send people to the link in your bio, while Facebook lets you put the link right in the caption.

Dates to know

Every date that shapes this season. Wording across the plan covers the whole holiday season so every customer feels included.

DateWhat it is
Sun Nov 8Diwali, main day of the five day festival (Nov 6 to 10)
Fri Nov 27Black Friday
Sat Nov 28Small Business Saturday
Mon Nov 30Cyber Monday
Fri Dec 4 to Sat Dec 12Hanukkah, beginning at sundown on Dec 4
Fri Dec 25Christmas Day
Sat Dec 26Boxing Day
Thu Dec 31New Year's Eve

Dates checked October 2026. Diwali and Hanukkah follow lunar calendars, so confirm the dates with your own community before you post.

Holiday shoot shot list

Do this part first, because every post gets edited from this footage. Four short filming windows, each feeding the weeks that follow. Film vertical, shoot every setup wide, medium and close, and hold each clip for ten seconds so you have room to trim.

  1. Shoot 1By Fri Oct 30Feeds weeks 1 to 3About 90 minutes
  2. Shoot 2Nov 9 to 13Feeds weeks 4 and 5About 60 minutes
  3. Shoot 3Dec 1 to 4Feeds weeks 6 and 7About 45 minutes
  4. Shoot 4Dec 14 to 18Feeds weeks 8 and 9About 45 minutes

Starting late? Do the first six items from Shoot 1 in one session and fill in the rest as you go.

Tick each shot as you capture it.

Shoot 1, by Fri Oct 30

Shoot 2, Nov 9 to 13

Shoot 3, Dec 1 to 4

Shoot 4, Dec 14 to 18

Week by week calendar

Three posts a week from Nov 2 through Jan 3. Each post is a concept with its best day and the caption to use. Turn any concept into a reel or a carousel, whichever suits your footage. Blanks in square brackets are yours to fill.

As a reel

Open with the hook in the first line, on screen and out loud. Use three to five short clips, keep it to about 15 to 30 seconds and end on one clear next step.

As a carousel

Make slide one the hook. Use slides two to five for the content with one point each, and end on a slide with the next step. Your own photos work as the backgrounds.

Week 1

Nov 2 to 8

Warm up the feed

Diwali on Sun Nov 8.

  • Tue Nov 3

    Getting ready. Show the season setup. Your space, shop or workstation changing from everyday to ready, with one line on what is new.

    Caption 2
  • Thu Nov 5

    What to expect this season. Preview your hours, new items, offers and how to book or order.

    Caption 1
  • Sat Nov 7

    The people behind it. Introduce yourself or the team with a short hello. People buy from people.

    Caption 9

Week 2

Nov 9 to 15

Gift ideas begin

  • Tue Nov 10

    Gift guide by person. Five picks sorted by who they are for, such as the host, the coworker and yourself.

    Caption 4
  • Thu Nov 12

    Three gifts under $[amount]. Show each gift in use with the price on it.

    Caption 3
  • Sat Nov 14

    The customer favourite. Share the one thing people keep coming back for and why.

    Caption 3

Week 3

Nov 16 to 22

Tease the offer

  • Tue Nov 17

    Sneak peek. Tease your Black Friday offer with the details held back. Name the date, not the deal.

    Caption 5
  • Thu Nov 19

    What customers say. Three real reviews, each paired with the product or service it is about.

    Caption 7
  • Sat Nov 21

    Early gift pick. One gift worth reserving or booking before the rush.

    Caption 3

Week 4

Nov 23 to 29

Offer week

Black Friday on Fri Nov 27. Small Business Saturday on Sat Nov 28.

  • Tue Nov 24

    The full offer. Reveal what is included, the dates and exactly how to claim it.

    Caption 5
  • Fri Nov 27

    Black Friday, live now. Say the offer, show it and name the end time.

    Caption 6
  • Sun Nov 29

    Thank you. Thank everyone who ordered or booked and remind them when the offer ends.

    Caption 7

Week 5

Nov 30 to Dec 6

Cyber Monday and gift timing

Cyber Monday on Mon Nov 30. Hanukkah begins at sundown on Fri Dec 4.

  • Mon Nov 30

    Cyber Monday last chance. Count down to the end of your offer.

    Caption 6
  • Wed Dec 2

    Gifts that still arrive on time. List your last order dates for pickup, delivery and shipping.

    Caption 8
  • Sat Dec 5

    The finishing touch. Close-ups of your packaging, wrapping or the last detail before an order goes out.

    Caption 2

Week 6

Dec 7 to 13

Last-minute gifts

  • Tue Dec 8

    Pack an order with me. Show how an order is made or packed from start to finish.

    Caption 2
  • Thu Dec 10

    Last-minute gifts. Five picks that need no lead time, plus gift cards if you offer them.

    Caption 4
  • Sat Dec 12

    Local shout-out. Tag a neighbouring business you love and say why.

    Caption 10

Week 7

Dec 14 to 20

Final orders and hours

  • Tue Dec 15

    Last order countdown. Say the last order date up front and count down to it.

    Caption 8
  • Thu Dec 17

    Holiday hours. Your hours, closure dates, last orders and how to reach you, all in one place.

    Caption 8
  • Sat Dec 19

    The busiest week. The team at work, with a thank you.

    Caption 9

Week 8

Dec 21 to 27

Thank you week

Christmas Day on Fri Dec 25. Boxing Day on Sat Dec 26.

  • Mon Dec 21

    A thank you from the owner. A direct thank you to your customers in your own words. Keep it short and unscripted.

    Caption 11
  • Wed Dec 23

    Season's greeting. A simple greeting with no selling. Schedule it for the 23rd so Christmas Day stays quiet.

    Caption 11
  • Sat Dec 26

    Boxing Day. An offer or a restock. No offer this year? Show a cozy look at your space instead.

    Caption 6

Week 9

Dec 28 to Jan 3

Year in review and what is next

New Year's Eve on Thu Dec 31.

  • Mon Dec 28

    Our year in review. Five moments from your year, each with a line of text.

    Caption 11
  • Thu Dec 31

    New Year's Eve sign-off. One thank you and one thing you are proud of.

    Caption 12
  • Sat Jan 2

    What is coming in [next year]. A new offer, a new service or new hours, plus one goal.

    Caption 12

Fill in the blank captions

Twelve captions, each with a long version for Instagram and Facebook and a short one for TikTok. Tap a button to copy, paste it into your post, then fill in the highlighted blanks.

Search words in your caption matter more than hashtags. If you add hashtags, keep them to three to five on Instagram.

Caption 1, Season welcome

Used in Week 1 carousel

Instagram and Facebook

The season is here and [business name] is ready for it. Here is what to expect from us between now and the new year. [New item or service], [offer or event] and extended hours on [days]. Save this post so you have the dates in one place. [Call to action, such as "Tap the link in our bio to book or order."]

TikTok

The season is here and we are ready. Here is what is new at [business name]. [Call to action]

Caption 2, Behind the scenes

Used in Weeks 1, 5 and 6

Instagram and Facebook

A look at how [process, such as packing orders or setting up the space] happens at [business name]. It is a small team and a lot of care. Every [order, appointment or project] gets [one detail you are proud of]. Tell us what you want to see more of this season. [Call to action]

TikTok

Come behind the scenes at [business name] while we [process]. What should we show next?

Caption 3, Gift idea

Used in Weeks 2 and 3

Instagram and Facebook

Looking for a gift for [type of person]? [Product or service] is a good one because [one sentence on why it works as a gift]. It is $[price] and [how they get it, such as ready for pickup or available as a gift card]. [Call to action]

TikTok

Gift idea for [type of person]. [Product or service] for $[price]. [Call to action]

Caption 4, Gift guide

Used in Weeks 2 and 6

Instagram and Facebook

Gift guide time. For [type of person 1], [pick 1]. For [type of person 2], [pick 2]. For [type of person 3], [pick 3]. And for yourself, [pick 4], because you earned it. The prices and details are all in this post, so save it to find it later. [Call to action]

TikTok

Quick gift guide from [business name]. [Type of person 1] gets [pick 1], [type of person 2] gets [pick 2] and [type of person 3] gets [pick 3].

Caption 5, Offer announcement

Used in Weeks 3 and 4

Instagram and Facebook

Mark your calendar for [date]. From [start date and time] to [end date and time], [business name] is offering [offer, such as 20 percent off or a free add-on with every booking]. It is for [who it is for]. No code needed, or use [code] at checkout. Set a reminder so you do not miss it. [Call to action]

TikTok

Our offer starts [date]. [Offer]. It ends [end date]. [Call to action]

Caption 6, Offer live or last chance

Used in Weeks 4, 5 and 8

Instagram and Facebook

It is live. [Offer] at [business name] is available now and ends [end date and time]. [One sentence on the limit, such as the number of spots or items left]. After [end date], it goes back to regular price. [Call to action]

TikTok

[Offer] is live until [end date]. [Call to action]

Caption 7, Customer thank you

Used in Weeks 3 and 4

Instagram and Facebook

Thank you to everyone who [ordered, booked or visited] this season. Here is what one customer said. [Short review in the customer's own words, shared with their permission]. Words like this are why we do this work. [One sentence on what it means to you]. [Call to action]

TikTok

Thank you for [ordering, booking or visiting]. This review made our week. [Short review]

Caption 8, Hours and last order dates

Used in Weeks 5 and 7

Instagram and Facebook

Holiday hours and key dates for [business name]. Last day to order for [delivery or pickup method] is [date]. Our hours the week of [date] are [hours]. We are closed [closure dates] and back on [date]. Questions? [How to reach you]. Save this post so you have it handy.

TikTok

Last day to order is [date]. We are closed [closure dates] and back on [date]. [How to reach you]

Caption 9, Meet the team

Used in Weeks 1 and 7

Instagram and Facebook

Meet [name], who [role] at [business name]. [Name] has been with us since [month or year] and is the person behind [one thing customers notice]. This season, [name] is most looking forward to [one personal answer]. Say hi in the comments. [Call to action]

TikTok

Meet [name] from [business name]. Say hi in the comments.

Caption 10, Community shout-out

Used in Week 6

Instagram and Facebook

A shout-out to [neighbouring business name] in [neighbourhood or city]. They [what they do that you appreciate]. If you are shopping local this season, stop by and say we sent you. Who is your favourite local spot? Tag them below so we can all find somewhere new.

TikTok

Shop local this season. Go see [neighbouring business name] in [neighbourhood]. Who is your favourite local spot?

Caption 11, Year in review and thank you

Used in Weeks 8 and 9

Instagram and Facebook

This year at [business name] we [biggest thing you did, such as opened, launched or reached a goal]. We also [second thing] and [third thing]. None of it happens without you. Thank you for [how customers support you, such as booking, ordering or referring friends]. Wishing everyone a warm and restful holiday season.

TikTok

A year of [biggest thing]. Thank you for being part of it. Wishing you a warm holiday season.

Caption 12, New year, what is next

Used in Week 9

Instagram and Facebook

A new year is almost here. For [business name], [next year] means [one thing coming, such as a new service, a new space or new hours]. We are also making one promise to you. [Specific promise, such as faster replies or booking two weeks ahead]. Here is to a good one. What are you looking forward to?

TikTok

[Next year] at [business name]. One new thing and one promise. [Specific promise]. What is yours?

Instagram story prompts

Sixteen quick ideas for the days between posts. Each one names the sticker or style to use and the weeks it fits best.

Ask and answer

  • Gift for you or someone else?

    Run a poll with two answers, then share the winning picks the next day.

    PollWeeks 2 and 6

  • What should we show next?

    Open a question box for behind-the-scenes requests, then answer three of them.

    Question boxWeeks 1 and 5

  • Guess how many

    Ask people to guess how many orders, appointments or boxes you handled today.

    QuizWeeks 4 and 5

  • How ready are you?

    Pair a slider with a gift, a to-do list or your own logo. Reply to a few answers.

    SliderWeeks 3 and 7

Behind the scenes

  • Setup day

    Three quick taps showing the space before, during and after you get it ready.

    Tap throughWeek 1

  • A day in the shop

    Post one clip every couple of hours with the time written on screen.

    Text overlayWeeks 4 and 6

  • Packing station

    Film your hands wrapping or packing one order. No talking needed.

    Silent clipWeeks 5 and 6

  • Team break

    A candid shot of the team with the drink or snack that keeps you going.

    PhotoWeeks 3 and 7

Countdown and timing

  • Countdown to Nov 27

    Add a countdown with the name of your offer. Viewers can tap it to get a reminder.

    CountdownWeeks 3 and 4

  • Last day to order

    One clear slide with the date and time, plus a link to order or a note on how to reach you.

    LinkWeeks 5 and 7

  • Hours this week

    A simple slide with your hours and any closures. Pin it to a highlight.

    HighlightWeeks 7 and 8

  • Still open

    A short selfie video from the shop saying you are open and what is in stock.

    Selfie videoWeeks 6 and 7

Social proof

  • Reshare a customer

    Reshare a tagged post or story and add a one line thank you.

    ReshareWeeks 3, 4 and 6

  • Review of the week

    Screenshot a review with the name hidden and add a one line reply.

    ScreenshotWeeks 3, 4 and 6

  • Before and after

    Two taps showing a result, a transformation or a finished order.

    Tap throughWeeks 2 and 6

  • Thank you from us

    A short selfie video from the owner thanking customers.

    Selfie videoWeeks 8 and 9

Content concepts

Ten concepts for the biggest moments of the season. Each has a hook and a way to build it as a reel or as a carousel, so use whichever suits the footage you have. In a reel, say the hook out loud. In a carousel, make it slide one.

  • Season setup

    Hook
    We spent [number] hours getting [business name] ready for the season.
    As a reel
    A fast time-lapse of setup that ends on the finished space with your name on screen.
    As a carousel
    Slide one is the hook over the finished space. Then before, during and after photos, and a last slide with your hours.
    Best in
    Week 1

  • Three gifts under $[amount]

    Hook
    Three gifts under $[amount] that people actually want.
    As a reel
    Each gift in use for about three seconds with the price on screen.
    As a carousel
    One gift per slide with the price and one line on who it is for.
    Best in
    Weeks 2 and 3

  • Sneak peek

    Hook
    Something is coming on [date].
    As a reel
    Quick cuts of the offer with a sticky note or a hand covering the key detail.
    As a carousel
    Photos with the key detail covered or blurred, ending on the date and how to get a reminder.
    Best in
    Week 3

  • It is live

    Hook
    It is live.
    As a reel
    You to camera saying the offer, then cuts to the product or service, ending on the end time in text.
    As a carousel
    Slide one is the offer in big text. Then what is included, how to claim it and the end time.
    Best in
    Weeks 4 and 5

  • Questions we hear every December

    Hook
    The five questions we hear every December.
    As a reel
    Each question as text with a short spoken answer. Hours, shipping, gift cards, returns and booking cover most of it.
    As a carousel
    One question and answer per slide, with the question as the headline.
    Best in
    Weeks 5 and 7

  • Pack an order with me

    Hook
    Pack an order with me.
    As a reel
    Close-ups of hands wrapping or finishing one order, with natural sound and no voiceover.
    As a carousel
    Six photos of the steps in order, each with a few words.
    Best in
    Weeks 5 and 6

  • Last order countdown

    Hook
    Last day to order is [date].
    As a reel
    A countdown number over clips from a busy day, ending on the date and how to order.
    As a carousel
    Slide one is the date in big text. Then last order dates by method and how to order.
    Best in
    Week 7

  • The people behind it

    Hook
    Meet the people behind [business name].
    As a reel
    Three or four team members each say their name and one thing they love about the season.
    As a carousel
    One portrait per slide with a name and a one line answer.
    Best in
    Weeks 7 and 8

  • A thank you

    Hook
    Before the year ends, thank you.
    As a reel
    The owner to camera in one take, ending on a smile or a wave.
    As a carousel
    Your thank you in three short lines over a photo of the team or the space.
    Best in
    Week 8

  • Our year in review

    Hook
    Our year in review.
    As a reel
    Five clips of big moments, each with one line of text, in about 15 seconds.
    As a carousel
    Five photos of big moments, one per slide, each with one line of text.
    Best in
    Week 9