It’s that time of year again. When the very demure, very mindful marketers amongst us are sitting smug at their desks putting the finishing touches on their holiday campaigns — likely with a crisp sparkling water set on their perfectly organised desk. I can paint a picture like this because I’m looking across the studio at a few of them as I type this (yup, there’s a few A-type personality marketers in our team).
If that’s you, stop. This article isn’t for you. It’s for everyone who’s just realised it’s almost mid-September and is scrambling to pull together a holiday campaign from scratch. It’s giving chaos. And y’know what? Chaotic energy thrives at this time of year. After all, they don’t call it the silly season for nothing.
And as brands are gearing up to capture the festive spending spirit, this year, it’s not just about selling more. Consumers are more aware of the impact of their purchases and the cozzie living squeeze is getting tighter. So it’s essential for brands to strike a balance between driving sales, encouraging responsible consumption, and providing real value.
How do you do this? By whipping up a holiday campaign that’s creative, thoughtful, and impactful. Here’s a rundown of ideas that can help your brand stand out and connect meaningfully with shoppers this (silly) season. The best bit? No one will even notice you planned this a few weeks before going live.
1. Build your own bundle
Everyone loves a deal, and bundling products is a great way to entice buyers. But why stop at pre-made bundles? Brands like Bed Threads have seen success offering flexibility with customisable bundles. This holiday season, offer customers the option to create their own bundle – whether it’s homewares, skincare, or gourmet goodies – and reward them with discounted pricing or free shipping. The personalisation appeals to thoughtful shoppers who want to curate the perfect gift while still benefiting from a deal. Plus having options makes people feel empowered and in control (which is especially important at this out of control time of year).
2. Product-recipient groupings — without the stereotypes
Everyone has a tricky person on their gift list, but this year, grouping products by recipient could help ease the decision-making process for your customers. But don’t just do the predictable (and stereotypical) his and hers gifts. Think curated collections such as ‘Gifts for fur babies,’ ‘Gifts for brat summer’. Because even though Kamala’s social team going full brat signalled the peak of the brat summer trend, summer isn’t here (yet) so maybe we can still have a little fun with it.
3. Price-point gifting for every budget
Not every shopper has a big budget, so price-point groupings can be incredibly useful at driving conversions. Consider creating product categories such as ‘Under $25,’ ‘Under $50,’ or ‘Under $100.’ This approach not only simplifies shopping but also ensures that you’re catering to everyone, whether it’s someone picking up a quick gift for the office Kris Kringle or a more significant purchase for a loved one. Or get creative with naming — ‘Boujee, but make it budget-friendly’ is a bit more fun than plain numbers. It’s worth ensuring that your ‘cheap and cheerful’ selections still offer quality and value. No one wants to give or receive a gift that feels disposable, especially when there’s already so much waste at this time of year. Let’s not add to it, yeah?
4. Themed packaging and gift wrapping
There’s nothing quite like beautifully wrapped gifts under the tree, but with waste increasing by 30% during the festive season offering holiday-themed packaging is a great way to make a positive impact. Not only does it elevate your brand’s aesthetic, it also acts as a more eco-friendly option for customers who want to skip the wasteful wrapping paper. Better yet, offer this as a complimentary service for orders over a certain amount. It’s a small touch, but customers will appreciate the added thoughtfulness — and the chance to avoid the annual scramble for gift wrap.
5. End-of-year giving
The holidays aren’t just about buying; they’re also about giving back. Charities and not-for-profits can drive end-of-year donations by quantifying the impact of contributions. For example, highlight that a $40 donation provides a family with clean water for a week, or that $30 buys school books for a child. People are more likely to give when they understand the tangible impact their money will have. Brands can also weave philanthropy into their holiday campaigns. Donate a percentage of sales to charity, or go one step further and allow your customers to choose which cause to support. Platforms like i=Change make it easy for shoppers to direct a portion of their purchase to a cause that resonates with them, which in turn fosters a deeper connection to your brand.
6. Make it personal
Personalised gifts remain a massive drawcard during the holidays. Can you offer monogramming on your products, or custom cards with a personal message? It’s the little touches that elevate a gift and make it more memorable for the recipient. For brands, personalisation also opens the door to higher engagement. Offering customisation can often justify a higher price point, while also encouraging repeat business as customers return for that special touch only you can offer.
7. Holiday giveaways
Kickstart the holiday season with a giveaway that’s enticing enough to draw in new customers and capture email addresses for future marketing efforts. Make email the requirement for entry, and as the season progresses, reconnect with these potential customers to encourage further purchases. Timing is everything. Launch your giveaway early enough to drum up excitement and ensure those new leads have plenty of opportunities to shop with you as the holidays approach. You could even include them in custom audiences for paid media retargeting.
8. Discounts and sales
Discounting will always be a go-to during the holidays, but it’s important to be strategic. If you’re choosing to participate in key sales events like Black Friday or Cyber Monday, but ensure your discounts are compelling enough to stand out. Don’t just slash prices indiscriminately — create curated, limited-time offers on select products that make sense for the season. Or take a bold stance against consumption culture with an anti-BFCM campaign. While it might not mean more sales it’s great fodder for PR and social media.
9. Responsible consumption
It’s all too easy for the holiday season to become a frenzy of over-consumption. It’s crucial for marketers, brands and agencies to encourage thoughtful buying. When promoting your holiday campaigns, be clear that it’s not about mindless spending. Instead, focus on responsible consumption and considered gift-giving. Offer guidance on selecting gifts that are meaningful, sustainable, and built to last. This not only sets your brand apart but ensures you’re part of the movement towards more responsible holiday shopping.
If your end of year campaign planning is giving chaos (but you’d rather be sitting pretty in a cloud of smug) it might be time to bring in reinforcements. Aka: call us. Our team can work with you to whip up a campaign plan, produce your content and creative, and get your digital advertising and email marketing activity up and running—fast. No crying into your keyboard required.
