With Black Friday and Cyber Monday behind you for the year, now it's time to start executing the regular portion of your holiday marketing.
You'll still want to use the tactics you've started with and used throughout the year. e.g. sales, discount days, time scarcity, etc.
It's just now at a slow simmer of intensity instead of the full boil.
Ideally you've already thought about which tactics you're going to use and now it's just executing. If you haven't though, stick with the ones that have worked well for you in prior years. Adapt them, refresh their content, and monitor how they perform. Check how holiday customers performed in prior years with Repeat Customer Insights Cohort Report.
If you decide to go with something completely new, make sure you're measuring it and be ready to stop it early if things go way far into the red.