A few weeks ago, a lovely friend and newsletter subscriber suggested I write something about marketing non-ickily to the liturgical season.

And I thought it was a great idea!

The only problem was, at the time, my mind was drawing a blank.

And then...I got lots of Easter-themed emails.

And kind of like the Lenten Devotional Mob Scene of 2025, I suddenly got lots of ideas. 😆

#1: Respect the season you're in.

We all get annoyed when stores start putting out Christmas decor October 1.

But sometimes, we're tempted to do the same in our businesses.

Yes, it's always good to be at least a season or two ahead of the current liturgical season when it comes to planning.

And of course you're going to need to talk about Easter sales during Lent and Christmas sales during Advent. That's part of our job as guiding our people through the liturgical season, prepping them for what's next.

But sometimes, it's just too early.

This year, I started getting emails about Lent devotionals on Epiphany.

It would be one thing if Lent started early...but Lent was about the latest it can be this year.

And all of a sudden, a spiritual season begins to feel more like a sales season.

At the very least, make sure you are mixing in the feeling of the current season as you start your marketing, emphasizing the benefit of preparing ahead of time so you can enter fully into the season at hand.

And definitely mix in some reflective spiritual content as well so it's not all sales!

#2: Check your motivation.

Are you marketing something that is directly related to the liturgical season, or are you trying to make something fit?

For example, I'd toyed with the idea of making Easter templates for the church side of my list this year (it didn't happen).

I'd have to sell those during Lent. It would be absolutely crazy and unhelpful to try to sell those during Ordinary Time when their use would be moot.

But then there might be other things you sell that feel like more of a stretch. Sure someone COULD put it in an Easter basket...but are you selling to be helpful or just to try to grasp at a sale?

For example, promoting putting my social media questions swipe file into your favorite entrepreneur's Easter basket just feels...weird.

(I'm literally not even linking it because it feels so weird and cringe even using it as an example.)

Do you see the difference?

So DO market your liturgically-themed products at the appropriate time! But to avoid the ick factor, make sure they are actually on theme and not just squeezed in to try to stay relevant.

#3: Focus on the niche seasons.

It seems like every Catholic business has something Lent, Easter, Advent, and Christmas-themed.

Obviously, because those are big seasons. But it also means it's harder to stand out. And there's so much tradition and deep spirituality sewn into them.

But what do you have that fits perfectly for Pentecost? Or St. Therese's feast day? Or Ordinary Time?

Not only can you stand out more when people aren't getting bombarded by Easter sale messages, but it also takes the pressure off of the more quiet liturgical seasons so that you and your followers can enter more deeply into those seasons.

On that note, make sure to take some time this week to simply sit with our Lord — not with a to-do list of things to talk about and decisions to make, but just being in His presence.

I know it's hard to do as Catholics whose work is wrapped up in our faith, but it's so essential, especially this week.

I wish you all a blessed and holy Holy Week! (And since I likely won't send an email on Easter Monday, a Happy Easter too!)

For His greater glory,

Emily