The holiday season is more than just decking the halls and wrapping presents; it’s prime time for brands to shine (literally and figuratively). It’s when people are in the mood to celebrate, shop, and connect—making it a golden opportunity for marketers. Here’s a roundup of festive marketing trends that will help your brand glow brighter than your neighbour’s over-the-top Christmas lights.
1. Make It Fun with Interactive Holiday Content
People love to engage with brands when there’s an element of play involved. The key here is to create experiences that are not just entertaining but also encourage participation.
Maple Drizzle Guide:
Try adding a festive twist to your content. Quizzes like “What’s Your Holiday Spirit Animal?” can be a big hit, especially if they’re shareable. You could also create virtual advent calendars with daily surprises—like discounts, freebies, or fun facts about your brand. And don’t underestimate the power of Instagram AR filters! A filter that lets users “decorate” their selfies with festive lights or snowflakes can spread your brand’s name organically.
Example:
Starbucks got this right with their holiday cup design competition. Having customers create cup art for them turned unengaged coffee drinkers into active brand participants, generating buzz and thousands of user-generated posts.
Image Credit: Starbucks Canada
See more Starbucks' cup designs and inspirations for 2024 here.
2. Personalize the Shopping Experiences
The holiday shoppers are looking for special gift ideas, so why not make it easier for them? Not only is personalization a nice touch, but it is also an effective sales boosting tool.
Maple Drizzle Guide:
Create product recommendations based on customer data. For example, an email saying, "Based on your recent purchases, here are gifts we think you’ll love," is a curatorial experience. You can also do the extras, such as offering product customization, like monogrammed bags or engraved jewelry.
Example:
Spotify’s Wrapped campaign is a masterclass in personalization. Every December, they present users with their top songs and artists of the year in a fun, shareable way. It’s a gift that turns customers into brand ambassadors.
Image Credit: Spotify
3. AR & VR that Wow Your Audience
Technology isn’t just for tech brands. Your holiday ads can be filled with wonder with Augmented Reality (AR) and Virtual Reality (VR).
Maple Drizzle Guide:
With AR, you can let customers “try on” products virtually, whether it’s makeup, glasses, or even holiday sweaters. The Christmas window in VR can help retailers put that magic online, offering shoppers a first-person shopping experience.
If you’re not ready for a full VR experience, you can start small with AR-enhanced packaging. A quick scan of your product’s QR code could lead to a holiday story or an interactive game.
Example:
IKEA’s Place app is a great example of this. It lets customers visualize how furniture would look in their home before they order it, which makes holiday redecorating hassle-free.
Video Credit: IKEA YouTube
4. Pull at Heartstrings with Nostalgia Marketing
The holidays are inherently nostalgic, so why not tap into those warm, fuzzy feelings? Nostalgia can be a powerful emotion generator that gets your customers connected to your brand as it creates comfort and joy associated with your brand.
Maple Drizzle Guide:
Lean on the classics like old-school fonts, old-fashioned colours, and holiday traditions that remind people of simpler times. Storytelling also works wonders here. Post images that make you think of family reunions or holidays as a child.
Example:
Coca-Cola is the king of nostalgia advertising. Santa Claus in their holiday ads has become a staple, consistently reminding people about the company’s traditional holiday tradition.
Image Credit: Coca Cola
5. Partner with Influencers for Holiday Buzz
Holiday influencers—yes, they’re a thing! Partnering with creators who align with your brand can boost your reach in a big way. Think DIY gift tutorials, holiday recipe series, or festive unboxing videos.
Maple Drizzle Guide:
Choose influencers with a demographic you are interested in. Ask them to share authentic holiday moments featuring your product—like a cozy morning with your coffee brand or a gift unwrapping moment with your packaging front and center. Bonus points if they have a giveaway or special offer for their followers. However, avoid cookie-cutter influencer campaigns. Look for collaborators who genuinely fit your brand, so their promotions feel authentic and not forced.
Key Trends:
Micro-influencers are gaining traction because of their tight-knit communities.
Live shopping events are on the rise—team up with influencers to demo your products in real-time.
Example:
Target sometimes teams up with lifestyle influencers to make relatable holiday gift guides. These campaigns not only showcase Target’s products but also make them feel like a natural part of everyday holiday life.
Or check out this new Target's holiday commercials "Born to Be Kris" below.
Video Credit: Target YouTube
6. Eco-Friendly Festivities: Green is the New Red
The holidays often come with a lot of waste, think wrapping paper, unnecessary packaging, and more. Consumers are increasingly eco-conscious, and the holiday season is no exception. Customers appreciate brands that align with their values. A festive, sustainable touch shows you care about more than just the bottom line.
Maple Drizzle Guide:
Message customers about sustainability with your holiday promotion. It could be recycled gift wrapping or online gift cards instead of the hard version. Or better yet, make purchases a part of a charity, such as planting a tree for every product you buy.
Example:
Patagonia’s Worn Wear program encourages customers to repair their clothing instead of buying new, aligning perfectly with their eco-conscious brand values.
7. Local Love: Supporting Communities
This is the season of the holidays, and it is all about the people and community, so why not put that into your advertisement?
Maple Drizzle Guide:
Team up with local businesses or artisans to co-create limited-edition holiday collections. Or sponsor community events like tree lighting or holiday markets to show that your brand is rooted in the community.
Example:
American Express’s Shop Small Saturday is a shining example. It encourages shoppers to support local businesses, strengthening community ties while also promoting the AmEx brand.
8. Limited-Time Offers: FOMO Meets Ho-Ho-Ho
Nothing motivates holiday shoppers like the fear of missing out (FOMO). What’s a festive season without the thrill of a good deal? Drive urgency with flash sales, countdown clocks, or special holiday items. Make sure to spread these by all means: email, social media, and even SMS to get the word out quickly.
Festive FOMO Ideas:
Offer “12 Days of Deals,” unveiling a new discount daily.
Create gift sets that are only available during the holidays.
Use push notifications to alert customers about time-sensitive offers.
Example:
The lightning deals from Amazon are a good illustration of this. This is because the discounts are only available for a certain amount of time, so they get customers to buy on impulse during the holidays.
9. Festive Storytelling: Share the Joy
Storytelling is a marketing classic, and the holidays provide the perfect backdrop. Share heartwarming tales about your brand, employees, or customers as a way to forge an emotional bond with your audience. Use user-generated content (UGC) to amplify the festive spirit. Encourage your audience to share photos or videos with your products and feature the best ones in your campaign.
Maple Drizzle Guide:
Post behind-the-scenes videos of your team decorating the office or preparing holiday orders.
Share testimonials from customers who’ve had memorable experiences with your brand.
Create a mini holiday film showcasing your products in action.
Example:
WestJet’s Christmas Miracle campaign is the perfect example of emotional storytelling. By surprising passengers with personalized gifts, they created memorable content that touched hearts and built loyalty.
Image Credit: WestJet
10. Festive Email Campaigns: Sparkle in Their Inbox
Email marketing isn’t dead—it’s just got a holiday makeover. From advent-calendar-style campaigns to “wrap up the year” newsletters, the possibilities are endless. Use eye-catching visuals and clever subject lines to grab attention. Offer something special to your email subscribers, like early access to sales or exclusive discounts. And don’t forget to include a strong call-to-action!
Maple Drizzle Guide:
Exclusive discounts and sneak peeks.
Gift guides tailored to different audiences (e.g., “For the Foodie” or “For the Minimalist”).
Festive freebies like printable gift tags or digital wallpapers.
Example:
Casper’s winter-themed emails strike the perfect balance of cozy and promotional, making them a joy to open and act on.
Image Credit: Casper
Festive marketing is your chance to connect with customers on a deeper level while adding a bit of sparkle to your strategy. Whether it’s creating personalized experiences, leveraging AR, or going green, the key is to embrace the season’s joy and make your customers feel part of the celebration.
So, grab your creative elves, fire up the holiday playlist, and start lighting up your brand. This season, make sure your marketing efforts are as magical as the holidays themselves!
Happy Holidays and Happy Marketing!
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Maple Synapse is a digital solutions expert offering website design, custom applications, digital marketing, and cloud services. We partner with businesses across Canada and globally to drive growth and success online through innovative and tailored solutions.
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