Holiday advertising is a dynamic reflection of consumer behavior, economic shifts, and technological advancements. During the holidays, marketers lean into innovative strategies to capture the hearts (and wallets) of holiday shoppers. Let’s explore key trends shaping the holiday advertising landscape.

Getting an Early Start

In recent years, holiday marketing begins earlier and earlier with brands launching promotions as early as October. Shoppers increasingly plan and purchase early, motivated by budget-consciousness and a desire to avoid last-minute stress, trends reinforced by pandemic-era disruptions. In 2024, Thanksgiving fell late in the month of November (the 28th), so retailers also adapted to a shorter shopping window and consumers' desire for convenience and early deals.

This shift reflects how businesses are catering to a new definition of "Black Friday," now more of a season-long phenomenon than a singular day of discounts. According to an Inmar Intelligence report, 81 percent of consumers shop during Black Friday and Cyber Monday events. However, retailers must be aware of shopper burnout. An Optimove report suggests consumers experience marketing fatigue as early as November 1.

Value-Driven Promotions

Discounts are taking center stage. From luxury brands offering unprecedented discounts to widespread sitewide sales, the focus is on creating perceived value. Consumers, trained during the pandemic to expect deals, are increasingly drawn to brands that balance affordability with quality. Deepening discounts—some reaching up to 60%—highlight a competitive retail environment where perceived value trumps exclusivity.

Feel-Good Messaging

Recognizing consumer exhaustion from global and economic stress, many brands are crafting feel-good, comforting messages in their campaigns. For example, Chewy created a campaign to show how two parents surprised their daughter with a rescue dog named Coal, along with all of the necessary puppy accessories.

Coal, the holiday surprise | Chewy Commercial

Dick’s Sporting Goods leaned into nostalgia with its Home Alone-inspired holiday ad featuring former football player JJ Watt. Watt is left behind by his family and gets to play like a kid in a toy store with references to holiday favorites Love Actually and National Lampoon’s Christmas Vacation. These strategies prioritize emotional resonance over overt product pushes.

A Watt Holiday Classic | Dick's Sporting Goods

Print Promotion

Some industry insiders report a surge in print catalogs and mailers as part of the promotion mix. Amazon, for example, has sent a toy catalog to Prime subscribers since 2018 featuring QR codes that make it easy to shop and build wish lists. Many direct-to-consumer brands, such as clothing line Draper James, knitwear company Kilte, and home goods company Juliska, sent customers mailing catalogs for the first time.

The Integration of Technology

Tech innovations are transforming holiday advertising. Artificial intelligence-generated ads, such as Coca-Cola's AI ads demonstrate how brands are leveraging technology to enhance engagement. 

The Holiday Magic is coming | Coca-Cola

Companies are also using data-driven insights to tailor promotions and messaging, ensuring relevance for a wide range of audiences. According to Salesforce, loyalty program members make three times as many purchases every year compared with non-loyalty program members, so it makes sense to reward the most loyal customers.

Social Media and Influencers

According to Deloitte, consumers shop through a variety of marketing channels (e.g., in-store, online, via email, in-app, etc.), so it’s important to create consistent messaging and experiences for consumers. In one example, True Religion’s holiday campaign with Megan Thee Stallion includes in-store signage, out-of-home ads, editorial content, influencers, online paid advertising on YouTube, TikTok, Instagram, Facebook, Pinterest, and Reddit, and a philanthropic component with a community gifting event.

Social platforms remain pivotal in holiday advertising, with campaigns designed to go viral. Brands are meeting younger audiences where they spend their time. Humor, relatability, and shareability are driving engagement, reflecting the evolving preferences of Gen Z and millennial shoppers. Consumers also increasingly rely in influencers to make product recommendations and share authentic product reviews.

Treat Yourself

Research suggests Gen Z and millennial shoppers are more likely than other generations to purchase something for themselves while shopping for others. This presents an opportunity for companies to promote self-gifting. For example, restaurants and salons often run gift card promotions where the purchaser receives a bonus gift card for themselves. Retailers can also offer buy-one-get-one (BOGO) incentives, product bundles, and gifts with purchase (GWPs). For example, for Black Friday 2024, Apple offered Apple gift cards up to $200 to anyone buying an eligible product.

The Future

The future of holiday advertising promises continued innovation as marketers navigate changing consumer preferences, technological advancements, and a competitive retail landscape. With strategies that blend value-driven messaging, feel-good storytelling, and more marketing channels than ever before, brands are not only meeting immediate consumer demands but also shaping how people shop.

In the Classroom

This article can be used to discuss advertising (Chapter 12: Dimensions of Marketing Strategy).

Discussion Questions

  1. Why do holiday campaigns start earlier every year?
  2. How can companies avoid consumer burnout during the holiday season?
  3. Younger shoppers may be more likely to purchase something for themselves while shopping for others. How can companies capitalize on this self-gifting trend?

 

This article was developed with the support of Kelsey Reddick for and under the direction of O.C. Ferrell, Linda Ferrell, and Geoff Hirt.