Holidays are Coming

 

The holidays may be the season of giving, but it’s also a triumph of marketing, fuelling one of the biggest consumer frenzies of the year. The holidays have transformed into a commercial spectacle, driving billions in revenue for retailers worldwide. It’s hard to ignore the fact that, for many, the modern holiday isn’t about tradition, gratitude or reflection anymore – it’s about shopping and lots of it.  

Holidays are coming might be one of the most famous festive taglines in advertising from a brand that is famed for changing Santa’s dress code, but when does the festive period actually start? Advent is the obvious answer, but for retailers it’s much earlier and the promotional aisles typically have festive stock appearing as the leaves start to drop. Most stores go into lock down in the last 8 weeks of the year and it’s all about execution. There’s no new activity going in from brands and as the big day looms, HQ staff often find themselves helping out on the busy shop floor.  

 

For many shoppers Black Friday is when the festive commercial frenzy starts. What was once the day after Thanksgiving in the US is now a global promotional platform that can last for weeks as brands and retailers launch waves of promotions. Whilst Black Friday creates a sense of urgency, the overnight switch to the holidays is all about “must-have” gift guides and holiday-exclusives.  Every detail is curated to perfection; twinkling store displays, ambient music, and limited-edition packaging all work together to heighten the festive shopping atmosphere, creating a powerful emotional pull.  

The opportunity to bring family together is the most special part of the Holidays for many consumers, and the retailers play to that theme in their advertising and promotions. It’s a time when everyone wants to spoil the people they love, but many are being more considered in how they celebrate, as huge increases in the cost of living and the environmental and ethical impact of the traditional spree sees consumers rethinking their consumption.  

Many retailers annual financial performance is highly dependent on holiday sales, arguably driven by over-consumption, but that will always be a feature of the festive season, particularly when friends and family sit down to feast. Come January, when the sales figures are in, we’ll have the winners and losers, and a sense of consumer confidence for the year ahead. Then planning for the Holidays starts again, and as consumers find more considered ways to celebrate, reclaiming the season as one of thoughtful consumption, genuine connection, and sustainability, I am in no doubt we’ll start to see brands and retailers adapt with new marketing strategies to ensure they connect at the most emotional time of the year. 

 

Published December 2024