Your Black Friday Content Checklist: What You Need to Start Creating in July

Start your holiday content early with this July checklist. Get tips on product photos, video, UGC, and promo assets to win Black Friday and Cyber Monday.

Hayley Anderson

chief brand officer + cofounder

July 9, 2025

• 3 min

It might be Summer, but your holiday content planning should also be heating up.

Smart ecommerce brands know that Q4 success starts now, not in October. Black Friday and Cyber Monday are the biggest sales events of the year, and the brands that win are the ones who start planning their content strategy early.

Why? Because when you start early, you're not scrambling. You're testing, iterating, and launching your campaigns with confidence.

To help you get ahead, we’ve created a checklist of the essential content you should be working on in July to set yourself up for record-breaking holiday sales.

1. Refresh Your Product Photography

Clean, clear, conversion-ready product photos are non-negotiable. These are the images that go on your PDPs, gift guides, and social ads.

What to create now:

• White background photos
• Packaging shots
• Festive variations using props or seasonal colors

2. Lifestyle and UGC-Style Content

Customers don’t just want to see your product. They want to imagine it in their life.

What to create now:

• Real-life settings featuring your product
• Creator content that mimics user-generated content
• Unboxing moments

3. Short-Form Video

Scroll-stopping videos are crucial for paid ads, TikTok, Instagram Reels, and more.

What to create now:

• Product demos
• Behind-the-scenes peeks
• Gift-worthy features in action

4. Holiday Promo Assets

Don’t wait until November to design these!

What to create now:

• Black Friday and Cyber Monday email headers
• Homepage banners
• Countdown or flash-sale visuals

5. Ad Creative (Static and Video)

Great ad creative can make or break your return on ad spend during Black Friday and Cyber Monday.

What to create now:

• Carousel photo sets
• Video hooks and product benefits
• Testimonials or holiday gift reactions

6. Gift Guide Content

Buyers are actively searching for gifts. Help them find yours.

What to create now:

• Flat lays of multiple products
• Lifestyle shots of items grouped by recipient, such as “Gifts for Dog Lovers”
• Gift wrap and presentation imagery

7. Website Visual Refresh

Update your visuals to reflect the holiday mood.

What to create now:

• Holiday-themed hero imagery
• Festive product headers
• Limited-edition product visuals

The Bottom Line

July is not too early. It’s exactly when you should be shooting.

By the time your competitors are scrambling in October, you’ll already have everything you need to execute confidently.

soona makes it easy to create all of this content and more, with fast turnaround, live-remote or in-person shoots, and a stress-free process.

Ready to start? Book your holiday shoot today.