I totally agree with AngelBiz. It's competitive and a marketing strategy makes sense.
However, I'd like to add a small note, your marketing strategy should make sense for your business. So develop one looking more towards how your business/product/service is great and stick to marketing that tells that story.
Focusing on what others are doing is not as important as sticking to your strategy and telling your story.
THere's always ways to "beat" you competition through marketing, but don't make that your sole approach. Standing out isn't about beating your competition, as much as it's carving your own space.
Here's a handy strategy development template I created if you want to check it out. It takes care of the fundamentals that a lot of small business don't sit down to work through. Which makes it very hard to execute marketing that works.
The 12 page marketing strategy template
Good luck! It's that time of year to get your strategy in palce!