Let’s be real: holiday campaigns are a minefield of clichés. Between “Tis the season to save” and “Deck the halls with our deals,” it’s no wonder most of us roll our eyes the moment a festive ad pops up. But here’s the thing—holiday campaigns don’t have to be stale. They can be funny, heartfelt, clever, and most importantly, memorable.
The trick? Avoiding the traps of predictability and leaning into stories that resonate. Let’s explore how to create holiday marketing that doesn’t make people groan, complete with examples, actionable tips, and some festive inspiration.
The Time I Fell for a Holiday Campaign
Years ago, I saw an ad from REI that changed how I felt about Black Friday forever. While every other retailer was shouting “Biggest sale of the year!”, REI did something bold: they told everyone to stay home. Their #OptOutside campaign encouraged people to skip shopping and go enjoy the outdoors instead.
No deals. No doorbusters. Just a simple, clear message: spend time with your loved ones.
It worked. Not only did the campaign boost REI’s reputation, but it also turned them into the brand that got it—the brand that understood their audience better than anyone else.
And that’s the secret: holiday campaigns that win don’t just sell; they connect.
What Makes Most Holiday Campaigns Forgettable?
- They’re Predictable: We’ve seen it all before. Snowflakes, red ribbons, the same generic stock music. Yawn.
- They’re All About the Sale: Yes, people want deals, but nobody’s inspired by “20% off until midnight.”
- They Lack Emotion: The holidays are inherently emotional. If your campaign doesn’t tap into that, it’s already lost.
How to Write a Holiday Campaign That Hits Home
1. Start with a Real Emotion
The holidays are a whirlwind of feelings: joy, stress, nostalgia, gratitude, and even loneliness. Great campaigns tap into these emotions authentically.
- Example: John Lewis (a UK department store) nails this every year. One of their most famous ads, “The Man on the Moon,” told the story of a little girl reaching out to a lonely old man during the holidays. It wasn’t about selling products—it was about connection.
Actionable Tip: Ask yourself, “What’s the core emotion my audience is feeling this season, and how can I speak to it?”
2. Tell a Story, Don’t Just Sell
People don’t remember ads—they remember stories. Instead of saying “Buy this,” show them how your product fits into their holiday moments.
- Example: IKEA’s “Silence the Critics” ad showed a family sprucing up their home for the holidays after being hilariously roasted by their household knickknacks. It was funny, clever, and relatable, tying perfectly to their message: “Start the new year with a home you love.”
Actionable Tip: Think about how your product solves a holiday problem or enhances a moment. Then build a narrative around it.
3. Make It Unexpected
If you want to stand out, do something nobody else is doing. That could mean flipping a holiday trope on its head or taking a bold stance.
- Example: KFC’s holiday campaigns in Japan are legendary. Instead of trying to outdo traditional festive meals, they leaned into a quirky cultural phenomenon: fried chicken for Christmas. Now, “KFC for Christmas” is a national tradition in Japan.
Actionable Tip: Brainstorm holiday traditions or clichés and ask, “How can we turn this into something fresh or surprising?”
4. Speak Like a Human
Nothing kills a holiday campaign faster than corporate jargon. People connect with brands that sound like real people.
- Example: Instead of the usual, “Shop now for holiday savings,” Netflix ran a campaign that said, “You deserve to watch something amazing tonight. Treat yourself. It’s the holidays.”
Actionable Tip: Write your copy like you’re texting a friend. If it feels stiff, rewrite it until it doesn’t.
5. Don’t Be Afraid to Make Them Laugh
Humor is a powerful tool, especially during a season that can feel overwhelming.
- Example: In one of their holiday ads, Crate & Barrel jokingly showed a stressed-out mom hiding in her perfectly decorated living room. The tagline? “Get the holidays you deserve (even if you have to hide from them).”
Actionable Tip: Use humor to poke fun at holiday stress or relatable moments—but keep it lighthearted and inclusive.
How Carter and Quill Helped a Holiday Campaign Shine
One thing I’ve been thinking of is for a local bakery to boost their holiday sales. Their initial idea? A standard “12 Days of Christmas” promotion, but better.
I’d love a playful campaign called “Cookies for Santa (and You).” We could lean into the nostalgia of leaving cookies out for Santa but made it modern: think curated cookie boxes with flavors like “Milk & Cookie Latte” and “Peppermint Mocha Dreams.”
The campaign could include:
- A Heartfelt Story: Instagram posts about the childhood magic of baking cookies with loved ones.
- Humor: A video ad showing a stressed-out Santa sneaking bites from the box.
- Actionable Offers: Pre-order discounts and same-day delivery for last-minute shoppers.
Your Holiday Campaign Checklist
Before you hit “publish” on your holiday marketing, ask yourself:
- Does this tap into a real emotion?
- Is there a story people will remember?
- Does it stand out from the crowd?
- Does it sound like a human wrote it?
- Will it make people smile, feel, or think?
If you can’t answer “yes” to at least three of these, it’s time to rethink your approach.
Final Thoughts: Make the Holidays Human
The holidays are chaotic. People are overwhelmed, overworked, and probably overspending. What they want isn’t another generic sales pitch—it’s a moment of connection, humor, or warmth.
If you can deliver that in your campaign, you’re not just marketing. You’re making the season brighter for your audience. And that’s the kind of holiday magic everyone remembers.
So, ditch the clichés. Write from the heart. And maybe skip the snowflakes this year.
