Nothing loses a customer faster than a locked door on a day Google said you were open.
They drove across town. They brought their kids. They checked your hours on their phone before leaving. And now they’re standing outside a dark storefront, annoyed, and probably writing a review in their head.
Here’s the newer twist: AI assistants now repeat your Google Business Profile word for word. When someone asks Google’s AI Mode or Ask Maps, “Is the bakery on Main Street open the day after Thanksgiving?” the answer comes from your profile. If your profile is wrong, the AI is confidently wrong too.
The good news? Fixing this takes about 15 minutes. Grab a coffee and let’s do it now, before the rush.
Step 1: Set your special hours (5 minutes)
Your regular hours don’t cover holidays. Google has a separate “special hours” setting for exactly this.
- Open your Business Profile (search your business name on Google while signed in, or go to business.google.com).
- Choose Edit profile, then Hours, then Special hours.
- Add every date where your hours change: Thanksgiving (November 26), the day after Thanksgiving, Christmas Eve, Christmas Day, New Year’s Eve, and New Year’s Day.
- Mark days you’re closed as Closed. Don’t leave them blank.
This is a simple step, and it’s the one that matters most. If you only do one thing on this list, do this.
Step 2: Post a holiday offer or event (3 minutes)
Google Business Profile posts show up on your profile in Search and Maps. A holiday post tells customers (and AI) that you’re active and ready for the season.
- Choose Add update, then Offer or Event.
- Give it a clear title: “Holiday Gift Cards: Buy $50, Get $10.”
- Add start and end dates, so it disappears on its own when it’s over.
- Add one good photo and a button (“Learn more,” “Book,” or “Call”).
No offer this year? Post your holiday hours instead. It’s useful, and it reinforces the special hours you just set.
Step 3: Add three fresh photos (3 minutes)
Photos tell customers what to expect. Fresh photos tell Google your business is active.
Take three quick photos on your phone:
- Your storefront or entrance, decorated for the season if you decorate
- A popular holiday product or service
- Your team (people love seeing who they’ll meet)
Upload them under Photos. Real photos beat stock images every time.
Step 4: Update seasonal products and services (3 minutes)
Do you offer anything special this time of year? Gift boxes, holiday catering, year-end tax prep, winter tune-ups, gift certificates?
Add them under Products or Services, each with a short description and a price if you’re comfortable sharing one. When someone asks AI for “last-minute gift ideas from local shops,” these details give it something to recommend.
Step 5: Schedule the January cleanup (1 minute)
This is the step everyone forgets.
Open your calendar right now and set a reminder for January 5: “Remove holiday items from Google profile.” Holiday products in February look stale. Old offers confuse people.
Your printable checklist
- Special hours set for every holiday date
- Closed days marked “Closed”
- Holiday offer, event, or hours post published with an end date
- Three new photos uploaded
- Seasonal products or services added
- January cleanup reminder on the calendar
A quick word about “suggested edits”
On the other hand, setting your hours isn’t always the end of the story. Google and members of the public can suggest changes to your profile, and sometimes those changes go live without you noticing. During the holidays, when hours change a lot, it’s worth checking your profile once a week to make sure everything still looks right.
The bottom line
Fifteen minutes now saves you angry customers, wasted trips, and bad reviews later. And because AI now reads your profile out loud to customers, getting it right matters more than ever.
Rather hand this off entirely? KAFE Local manages Google Business Profiles for small businesses and nonprofits, including holiday hours, seasonal posts, and weekly checks for unwanted changes. Book a call and we’ll take it off your plate.
Here’s to a busy, well-organized holiday season.
