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s the holiday season reaches its peak, brands are under pressure to stand out in a crowded market. They are leveraging technology to not only capture attention but to create memorable shopping experiences that resonate with today’s values and preferences. In an era where consumer behaviors are rapidly evolving, brands are shifting from traditional advertising to digital-first strategies that prioritize seamless, personalized interactions. With the rise of social commerce, shoppers can now make purchases directly through social media, bridging the gap between inspiration and transaction. Additionally, retail media networks are expanding beyond e-commerce platforms to include partnerships with streaming services, allowing brands to reach consumers during downtime and leisure activities.
This holiday season, the emphasis on eco-conscious marketing is more pronounced than ever, as consumers increasingly favor brands that demonstrate commitment to sustainability. From reusable packaging and green shipping options to product recycling initiatives, companies are responding to this demand by integrating eco-friendly practices into their campaigns. Furthermore, brands are embracing augmented reality (AR) and virtual reality (VR) to enhance the shopping journey, allowing customers to virtually try on products or explore holiday collections in an interactive, digital space.
This article will explore the shift in holiday marketing landscape in 2024, the latest trends, and how brands are finding new ways to push and sell through the focus of consumers.
Traditionally, holidays were in-store shopping, holiday decorations, and gift items available only for the holiday season. However, consumer behavior has changed drastically over the past few years, especially when focusing on e-commerce, mobile shopping, and social media as primary channels to purchase holiday items.
- Digital and omnichannel shopping conveniences
- Personalized product recommendations and targeted ads
Brands are increasingly aligning their holiday marketing with the values consumers care about, recognizing that modern shoppers seek authenticity and accountability from the businesses they support. With more people paying attention to a company’s environmental impact and social responsibility, brands are tailoring their holiday campaigns to highlight sustainable practices, fair trade sourcing, and ethical labor standards. This approach goes beyond mere product promotion; it’s about conveying a sense of purpose and connection that resonates on a deeper level.
On the digital front, brands are meeting consumers where they are—on social media, apps, and online marketplaces. Mobile-first experiences allow shoppers to seamlessly discover products through curated feeds, personalized ads, and interactive features like AR try-ons. Brands are also leveraging machine learning to offer hyper-personalized product recommendations based on past purchases or browsing history, creating a shopping experience that feels unique to each individual.
Furthermore, campaigns that encourage “shopping small” or supporting local businesses are gaining traction, especially as consumers become more conscious of where their dollars are going. Highlighting partnerships with small artisans, showcasing locally sourced materials, and spotlighting community-based initiatives are strategies that enhance a brand’s authenticity and build trust. Through values-driven marketing, brands are not just pushing products—they’re nurturing loyalty by showing they care about the same issues their customers do.
Retail media networks: One of the biggest shifts in holiday marketing is the rise of retail media networks. Through this, top retailers such as Walmart, Target, and Kroger create their own digital ad networks that let them sell ad space on their e-commerce websites, apps, or even the screens inside stores. This year, quite a number take it up a notch and add in streaming partnerships.
- Kroger recently announced an integration with Disney+ to provide exclusive content only to loyalty members, off the heels of Walmart doing the same with Paramount.
- Amazon continues to leverage the Prime Video platform with both in-stream ads and shopping content for holiday shoppers.
- Ulta announced in October their partnership with Rokt ahead of the holidays to expand their retail media network and elevate the shopping experience.
These partnerships unlock unique moments of opportunity for advertisers to reach consumers in their many non-shopping moments-from holiday movie streaming to endless scrolling through products-and merge entertainment with shopping. This is the next iteration of retail media: a fight for share of mind across a fluid blend of retail and entertainment.
These immersive experiences are not just a novelty—they address some of the common hurdles in online shopping, like visualizing products in a real environment or trying on items before buying. By allowing customers to see products in action, brands help shoppers make more informed decisions, which in turn reduces returns and increases satisfaction.
Brands like Nike and Sephora take their AR applications, increasingly popular during the holiday gift shopping season, to a new level as they become more fun and personalized. With the "try on" feature from Nike, one can try out different sneakers without leaving the abode to venture into a store. One can also provide the experience to a customer at Sephora, where they may virtually try makeup pieces, allowing them to be sure of an item that may match the style or preferences of the recipient. These interactive experiences add to the festive nature of holiday shopping and build trust with the customer, knowing their purchases will hit the mark.
Beyond product try-ons, some brands have transformed their websites into virtual holiday wonderlands. Ralph Lauren, for instance, has offered VR tours of festive store displays, inviting shoppers to explore curated collections and even purchase items directly from these virtual environments. This blend of holiday cheer and digital innovation fosters a memorable shopping experience, inviting customers to linger longer and discover more products than they might through a standard online store. Such initiatives not only drive sales but also strengthen brand loyalty, as they allow shoppers to experience the magic of the holidays in a fresh, tech-forward way.
Thousands of brands provide advent calendars to influencers during the holiday season, part of their marketing strategy for the holiday to buzz and create excitement for the holidays. Some popular categories for advent calendars include beauty, skincare, fashion, food, and even home goods. Influencers receive calendars from big brands such as:
A luxury advent calendar is that beauty and skincare brands like Sephora, Charlotte Tilbury, and L'Oréal create with mini or full-size products from their treasure chest. Each day of the advent season, an influencer will open the door to share its content with their audience.
Fashion and Accessories: Dior, Tiffany & Co. deliver mini versions of their accessories in an advent calendar.
Food and Beverage: Godiva and Nespresso provide advent calendars filled with gourmet chocolates or coffee pods to give a series of special holiday moments.
Home Goods and Lifestyle: Anthropologie and Lush feature advent calendars filled with candles, skincare, and bath products, which the influence shares for cozy and giftable items of the season.
Some include advent calendars, where the influencers share a piece of engagement with the followers every day during December.
This shift towards sustainable holiday shopping is reshaping brand strategies, as businesses recognize that eco-conscious consumers prioritize quality and impact over quantity. Companies are responding by offering products made from recycled materials, promoting “zero waste” packaging, and emphasizing the longevity of their goods. For example, Levi’s promotes its durable denim as a lasting investment, encouraging shoppers to buy fewer but better items that can be cherished for years.
Additionally, brands like REI have taken sustainability a step further with initiatives such as the #OptOutside campaign, where they close stores on Black Friday and encourage customers to spend time in nature instead of shopping. This approach not only reinforces their environmental values but also strengthens community engagement by aligning with consumers' outdoor lifestyle choices.
Brands are also leveraging their platforms to educate shoppers on how to make greener choices. For instance, fashion retailer H&M provides in-store recycling bins for clothing and offers discounts to customers who bring in old garments, supporting a circular economy. Similarly, beauty brand Aveda sources ingredients responsibly and educates consumers on how to recycle product containers.
As more companies embed sustainability into their holiday campaigns, they foster a deeper connection with eco-minded customers who want their holiday spending to align with their personal values. This approach builds brand loyalty while setting a new standard for holiday marketing that prioritizes both consumer satisfaction and environmental stewardship.
Consumers often appreciate personalized suggestions, especially in the most hectic holiday shopping season. By employing AI, brands may be able to deliver personalized gift guides and shopping recommendations for consumers based on their browsing and buying history. These include, for example:
Amazon and Spotify sending personal recommendations based on users' activity, thereby enabling the customers to find what is appropriate according to their interests.
Sephora offers an AI-based holiday gift finder, connecting products related to recipients' choices, budget, and profiles about beauty.
This bespoke approach enables brands to deliver a more connected and seamless experience that will result in greater conversion opportunities and increased customer delight.
These experiential campaigns go beyond simply promoting products; they create shareable, meaningful moments that resonate with consumers on a personal level. For instance, Starbucks’ annual Red Cup Day has become a highly anticipated event, where customers receive festive, reusable red cups with their holiday drink orders. This tradition sparks excitement and creates social media buzz as fans share their cups and holiday beverages online, turning the simple act of buying coffee into a cherished seasonal ritual.
In the digital space, Google’s interactive doodles and holiday-themed games add a playful, festive element to users’ online experiences. By integrating these immersive features, Google encourages users to spend more time on their platform, creating positive brand associations that last beyond the holiday season.
Meanwhile, brands like Coca-Cola have taken holiday experience marketing even further by incorporating virtual reality (VR) and augmented reality (AR). Through AR apps, users can bring Coca-Cola’s iconic holiday polar bears into their own space, adding a magical touch to their holiday celebrations. This interactivity allows consumers to feel more connected to the brand, as they’re invited to be part of the holiday storytelling themselves.
These campaigns don’t just promote holiday products; they engage consumers in meaningful experiences that often lead to word-of-mouth marketing. Encouraging fans to share their experiences on social media turns consumers into brand advocates, helping campaigns to go viral and amplify reach in an authentic, memorable way.
Gift cards remain a popular, flexible gift; however, brands continue to bolt them onto unique holiday perks. Many companies offer special deals or bonus value with the purchase of gift cards to encourage large buys. Another growing trend is using subscription models that provide for the gift year-round: Spotify and Netflix, who market holiday gift subscriptions.
HelloFresh and Blue Apron, where customers can gift meal kit subscriptions, follow the convenience and wellness trends.
Gift cards and even meal kit subscriptions help the givers be more flexible with choices regarding the favors for the recipient in their needs.
Given the competitive nature of holiday shopping, brands are using data analytics to optimize campaigns. By providing real-time information, companies can personalize content, update offers, and retarget consumers more effectively.
Target uses shopper data to deliver hyper-targeted offers to loyalty program members, increasing engagement during peak shopping periods.
Nike uses purchase and browsing history to tailor holiday promotions to shoppers' interests.
It allows a data-driven approach to improve user experience, increase conversion, and allow consumers to receive offers most relevant to their preferences and needs.
More than ever in 2024, it is indispensable that omnichannel experiences occur. Consumers demand to have seamless integration of experiences online and in-store experiences. It is through a click-and-collect service when those who are comfortable about ordering online but wish to collect in a physical store. Examples include Best Buy and Target's offering during holidays of curbside pickup while Walmart had expended its capabilities for an experience of holiday shoppers placing online orders and collecting their items as they want to.
In this context, brands may attempt to catch the consumer's fancy by combining a complex mix of channels that are both physical and digital in nature so that buying is more frictionless and flexible for the consumer during the holidays.
The holiday marketing landscape 2024 attests to the broader shifts in technology, consumer expectations, and cultural values. It is only those brands that continue to be agile - innovating and responding appropriately - that will lead the way in a seamless, customer-centric approach. It's through embracing these evolutions in technologies - AR, AI, data-driven insight - that brands can conjure up memorable experiences resonating deeply with today's consumers. Sustainability, personalization, and convenience further form the tenets driving the best-of-breed holiday campaigns.
No question, holiday marketing will face an ongoing changing consumer culture and is slated to progress significantly in years to come. Companies that monitor the trends and stay ahead of the curve of changing times will have the opportunity to establish loyalty, drive sales, and make lasting impressions this holiday season and beyond. Whether it's in immersive digital experiences, social commerce, or sustainable messaging, brands are rewriting the playbook on holiday marketing, one festive campaign at a time.
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