As the holiday season rolls around, the world seems to light up with joy, nostalgia, and a bit of sparkle. It’s a time for connection, celebration, and giving—both in life and, often, in business. For marketers, this time of year presents a unique opportunity to engage audiences in meaningful ways. But the question remains: Should you include holiday messaging in your marketing strategy?
The answer isn’t one-size-fits-all. It depends on your brand, your audience, and how you approach it. Let’s dive into the pros, challenges, and some practical tips to help you decide if holiday messaging is right for you—and how to do it in a way that feels authentic and effective.
Why Holiday Messaging Can Work Wonders
- It’s About Connection, Not Just Sales
The holidays stir up a mix of emotions—gratitude, nostalgia, and even a little stress. This is your chance to connect with your audience on a human level. A heartfelt message or thoughtful campaign can remind people that your brand understands and shares their experiences. It’s not just about selling a product; it’s about showing that your brand has heart. - People Are Ready to Engage
Let’s face it: most of us are scrolling through social feeds looking for inspiration—gift ideas, holiday hacks, festive recipes, or just something to make us smile. Holiday-themed content can grab attention and encourage people to engage, whether it’s liking a post, sharing a story, or clicking on a holiday offer. - It’s a Season for Spending
The holidays are peak shopping season for a reason. People are looking for gifts, decorations, and ways to make their celebrations special. Holiday messaging positions your brand as part of their seasonal plans, whether that’s through exclusive deals, creative gift ideas, or products designed to solve holiday pain points (hello, last-minute shopping).
The Challenges of Holiday Marketing
But let’s be honest—it’s not all candy canes and cheer. Holiday marketing can come with its own set of challenges.
- It’s a Crowded Space
The holiday season is prime time for marketing, meaning everyone is competing for attention. If your campaign is generic or rushed, it might get lost in the noise. Standing out requires creativity and a deep understanding of your audience. - Inclusivity Matters
Not everyone celebrates the same holidays—or any holiday at all. Using overly specific or exclusive language could unintentionally alienate part of your audience. It’s a fine balance: you want to embrace the season but in a way that feels inclusive and welcoming to everyone. - Staying True to Your Brand
If holiday messaging doesn’t align with your brand’s tone or mission, it can feel out of place. The key is to weave seasonal themes into your existing identity rather than forcing a festive vibe that doesn’t fit.
How to Make Holiday Messaging Shine
If you’re thinking about embracing holiday marketing, here are some tips to do it well:
- Focus on the Human Element
This is your chance to show the people behind the brand. Share stories, create heartfelt content, or show how your team celebrates. People love authenticity, especially during the holidays. - Make It About Your Audience
The best holiday campaigns focus less on the brand and more on the audience. What do they need this season? How can you solve their problems, inspire them, or make their lives a little easier? Whether it’s through helpful gift guides, feel-good stories, or practical tips, make it about them. - Keep It Simple and Inclusive
Instead of leaning into specific holidays, consider using phrases like “Season’s Greetings” or “Happy Holidays.” This keeps your message broad and welcoming while still embracing the festive spirit. - Offer Real Value
Don’t just slap a snowflake on your product and call it a day. Provide something meaningful—whether it’s a helpful resource, a special deal, or even a thoughtful thank-you message to your loyal customers. - Plan Early
Holiday campaigns take time to plan and execute. Start brainstorming well before the season begins to ensure your messaging feels intentional and polished, not rushed. - Engage Creatively
The holidays are a perfect time for interactive campaigns. Think giveaways, polls, or even a holiday-themed quiz. The more you invite your audience to participate, the stronger the connection you’ll create.
When Holiday Messaging Might Not Be the Right Fit
Holiday marketing isn’t a must for every brand. If your audience doesn’t resonate with seasonal themes, or if it feels off-brand for you, it’s okay to skip it. For example, if your focus is on year-round essentials or you serve an international audience with different traditions, you might want to keep your messaging neutral.
Additionally, if you’re unable to execute a holiday campaign thoughtfully, it’s better to focus on delivering consistent, high-quality content rather than jumping on the holiday bandwagon just for the sake of it.
The Heart of Holiday Marketing
At its core, holiday marketing isn’t just about boosting sales or creating pretty content. It’s about connection. It’s about understanding what this season means to your audience and showing them that your brand is a part of it—not just in their wallets but in their lives.
So, should you include holiday messaging in your marketing? If you can do it in a way that’s authentic, thoughtful, and aligned with your brand, then absolutely. The holidays are a time to spread cheer, and your marketing is an extension of that.
Happy Holidays—or as we like to say, Happy Connecting!