Every year around this time I get the same kind of call. A customer drove across town on the day after Thanksgiving, pulled up to a locked door, and left a one-star review because Google said the business was open. The owner did nothing wrong except forget one small setting. Getting your google business profile holiday hours right is the easiest win of the season, and it’s only one piece of what your profile can do for you between now and New Year’s.
| QUICK ANSWER Set special hours for every holiday you’ll close early, open late, or close completely, at least two weeks ahead. Then add a seasonal post, upload a few fresh photos, double-check your phone number and services, and ask some happy customers for reviews before December gets busy. Plan on about an hour total. |
None of this is complicated. It’s just easy to put off when you’re busy, and the holidays are exactly when you’re busiest. So here’s the order I’d tackle it in.
Why Your Google Business Profile Holiday Hours Matter More Than You Think
Your Google Business Profile is often the first thing people see when they search for you, and a lot of them never go any further. They check whether you’re open, tap the call button or the directions button, and go. That’s great when your information is right. When it’s wrong, they find out the hard way, and they usually don’t blame Google.
Holiday searches also tend to be urgent. Someone looking for a last-minute gift, a restaurant that can seat eight on Christmas Eve, or a plumber because the guest bathroom stopped working the night before family arrives isn’t browsing. They’re deciding fast. If your profile looks current and trustworthy, you get the call. If it looks stale, they scroll to the next listing.
Google also notices when businesses keep their information up to date. In the Google Business Profile Help Center, accurate and complete information is one of the first things they recommend for showing up well in local results, and Google’s own tips on local ranking say the same thing. Holiday hours are a simple way to show your profile is being looked after.
Step 1: Set Special Hours for Every Holiday
Special hours let you change your hours for specific dates without touching your regular schedule. Once the date passes, your normal hours come right back. Here are the dates worth thinking about this year:
- Thanksgiving Day and the day after (Black Friday)
- Small Business Saturday
- Christmas Eve and Christmas Day
- New Year’s Eve and New Year’s Day
- Any days you’re closing early for a staff party, inventory, or a long weekend
To add them, open your profile (search your business name on Google while you’re signed in, or use the Google Maps app), choose Edit profile, then Hours, then Special hours. Google moves these menus around a little from time to time, but the wording stays close to that. Add each date, set the hours or mark it closed, and save.
What if you’re keeping your normal hours?
Add the date anyway and enter your regular hours. It tells both Google and your customers that you’ve actually thought about it, instead of leaving them to guess. If you skip it, Google may show a note that your hours might be different on the holiday, which plants a little doubt you don’t need.
How far ahead should you do this?
Two weeks ahead is a good rule. People plan holiday errands early, and changes can take a little time to show everywhere. Honestly, the best time is today, while you’re thinking about it. You can enter every holiday through New Year’s in one sitting.
Closing for a longer stretch?
If you’re shutting down for a week between Christmas and New Year’s, enter each day as closed rather than marking the business temporarily closed. Temporary closure is meant for longer interruptions, and it can make your listing look like something’s wrong. Then mention your reopening date in a quick post so nobody has to guess when you’ll be back. A line on your website and your voicemail greeting finishes the job.
Step 2: Post Something Seasonal
Google Business Profile posts are short updates that show up on your profile. They’re one of the most underused features I see, and the holidays give you an easy reason to use them. A post doesn’t need to be clever. It needs to be useful. A few ideas for different kinds of businesses:
- Restaurants: your holiday catering menu and the last day to order
- Retail shops and florists: gift card availability, holiday arrangements, or extended shopping hours
- Salons: holiday booking openings and gift certificates
- Dentists and chiropractors: a reminder that many insurance benefits reset in January, so now is a good time to book
- Plumbers and HVAC contractors: a quick tip about preparing for houseguests or a cold snap, plus your holiday availability for emergencies
If you’re running a holiday offer or event, use the Offer or Event post type so you can add dates. Add one good photo, keep the text short, and include a button so people can call, book, or learn more.
Step 3: Freshen Up Your Photos
Photos do a lot of quiet work on your profile. When the newest photo is three years old, people notice. You don’t need a photographer. A few clear phone pictures taken this month will do more for you than one polished shot from 2021.
Good holiday photo ideas: your storefront or office with decorations up, your team (people like seeing who they’ll be dealing with), a seasonal product or menu item, or a recent job you’re proud of. Take them in good light, hold the phone steady, and skip the heavy filters.
Step 4: Check the Basics People Use to Reach You
This takes five minutes and catches more problems than you’d think. Pull up your profile on your phone, the way a customer would, and check:
- Your phone number rings the right line and someone (or a clear voicemail) answers it
- Your website link goes to a working page, ideally your homepage or a booking page
- Your services or menu are current, including anything new you’ve added this year
- Your appointment or ordering link works, if you have one
- Your business description still sounds like you and mentions what you actually do
If your website is part of that path, it’s worth making sure it holds up on a phone too. I walk through that in my small business website checklist.
Step 5: Get a Few Reviews In Before December
Recent reviews matter, both to customers and to how your profile looks next to competitors. The easiest time to ask is right after a good experience, when the customer is happy and it’s fresh. A quick text with your review link is usually all it takes. Something like: “Thanks again for coming in today. If you have a minute, a quick Google review really helps a small local business like ours.”
Two things to keep in mind. First, don’t offer discounts or freebies in exchange for reviews. Google doesn’t allow it, and it can get reviews removed. Second, reply to the reviews you already have, good and bad. A short, genuine thank-you or a calm, helpful response to a complaint shows future customers that someone’s paying attention.
A Quick Holiday Profile Checklist
If you want to knock this out in one sitting, here’s the whole thing in order:
- Add special hours for every holiday through New Year’s Day
- Publish one seasonal post (an offer, an event, or a helpful update)
- Upload three to five new photos taken this season
- Check your phone number, website link, services, and booking link from your phone
- Text a few recent happy customers your review link
- Reply to any reviews you haven’t answered yet
Frequently Asked Questions
Do I need to set holiday hours if I’m open normal hours?
It’s a good idea. Entering your regular hours as special hours for the holiday confirms you’re open, so customers don’t have to wonder and Google is less likely to flag that your hours might be different.
How do I change my Google Business Profile holiday hours?
Open your profile on Google or in the Google Maps app, choose Edit profile, then Hours, then Special hours. Add the date, set your hours or mark it closed, and save. Your regular hours return automatically after the date passes.
What if I forgot and the holiday is tomorrow?
Update it now. It only takes a couple of minutes, and even a late update is better than sending customers to a locked door.
One Last Thing Before the Rush
Your profile is usually the first impression, but it’s not the whole picture. Once people tap through, they’re looking at your reviews, your photos, and your website, usually on a phone. I wrote about that whole path in what customers see before they call you.
And if you’d like a second set of eyes on your profile before things get busy, send me a message. I’m happy to take a look and point out anything worth fixing. You can also see more about how I handle Google Business Profile help for local businesses here in Sumter.
