Around this time of the year, parents and small business owners alike join in the holiday spirit and try to delight the people they love most, whether that means children or customers, with their small business holiday marketing. In keeping with a somewhat new holiday tradition, we wanted to share what Elf on the Shelf can teach small business owners. Despite the sneaky nature of the elf, the creators of the concept showcased some of the necessary skills required of small business owners for their holiday marketing: authenticity, consistency, and daring to be bold.