Globally, Christmas marketing is a pivotal time for brands to connect with their audience. Over the years, advertising strategies have evolved dramatically, shifting from traditional holiday commercials to highly personalised, data-driven campaigns. For senior marketers and C-suite leaders, understanding these trends is crucial to capitalising on the lucrative Christmas season while also staying ahead of emerging marketing techniques.
In this article, I am taking a closer look at the global marketing trends surrounding Christmas 2024 and how advertising continues to evolve with every festive season.
- Personalisation and Data-Driven Campaigns
Personalisation has been a buzzword in marketing for years, but Christmas 2024 is taking it to new heights. According to a 2021 research by McKinsey & Company and 76% are frustrated when brands fail to meet those expectations. During Christmas, consumers are especially receptive to personalised experiences, from tailored gift recommendations to personalised holiday greetings.
Brands are leveraging AI and machine learning to analyse consumer behaviour and create hyper-targeted campaigns. Whether through email, social media, or digital ads, brands are using data to create an experience that feels unique to each individual. For example, brands like Amazon and Spotify already excel at suggesting gifts and playlists based on previous user activity. As consumer expectations rise, personalisation in Christmas advertising will only become more sophisticated.
- Immersive and Interactive Experiences
The line between physical and digital shopping is increasingly blurred, especially during the holiday season. Immersive experiences, driven by are becoming more prevalent in Christmas advertising. According to Statista, the Extended Reality (XR) market alone is expected to grow to $100 billion by 2026!
Retailers like IKEA have used AR for years to allow customers to visualize furniture in their homes, and this technology is now being adapted for Christmas shopping. For example, brands are offering virtual try-ons for fashion, cosmetics, and accessories, making it easier for consumers to shop from the comfort of their homes. The L’Oreal virtual try-on feature, which has been gaining traction, allows users to test makeup products in real-time through their smartphone cameras.
For brands looking to stand out during the Christmas season, leveraging these immersive technologies can offer customers a fun, engaging way to interact with products and make purchasing decisions. Virtual Christmas-themed experiences, such as holiday AR filters on Instagram, are also helping brands create festive interactions with consumers.
- Sustainability and Ethical Marketing
As environmental concerns continue to take centre stage globally, sustainability has become a key factor in Christmas 2024 marketing strategies. Consumers are increasingly looking for brands that align with their values, especially when it comes to sustainability. According to Nielsen, 73% of global consumers say they would pay more for products and services that come from companies committed to positive social and environmental impact.
Brands are responding by highlighting eco-friendly gifts, sustainable production processes, and ethical sourcing in their Christmas campaigns. Packaging is also undergoing a transformation, with many companies opting for minimalistic, recyclable, or reusable packaging as part of their commitment to sustainability. For instance, Patagonia has been consistently recognised for its eco-conscious approach, offering seasonal campaigns that emphasise sustainability.
The shift toward eco-friendly marketing is particularly evident in the rise of second-hand and upcycled goods, which are becoming a more popular choice during the holidays. Platforms like ThredUp and Depop are capitalising on this trend, offering sustainable alternatives to fast fashion.
- AI-Powered Creative Campaigns
AI is revolutionising how brands approach creative production, even during the holiday season. Christmas 2024 will see an even greater use of AI-generated content, from dynamic social media posts to personalised video ads. Adobe reports that over 50% of creative professionals already use AI to enhance their content creation, and this is only expected to increase.
AI can generate content that is both cost-effective and timely, allowing brands to execute campaigns quickly and with a higher level of personalisation. This year, AI-powered campaigns can predict which festive themes, colors, and tones resonate most with specific demographics, allowing for optimised targeting and content generation.
For instance, brands like Coca-Cola have used AI for years to develop Christmas-themed advertisements that resonate with audiences worldwide. In 2024, expect to see more brands using AI to not just optimise ads but also to personalise the holiday shopping experience through chatbots and customer service automation.
- Influencer Marketing and User-Generated Content
Influencer marketing remains a dominant force in Christmas advertising, and this year, brands are focusing on micro and nano influencers to generate more authentic connections. According to Influencer Marketing Hub, 68% of marketers plan to increase their influencer budgets for 2024, and the holiday season is expected to drive a significant portion of that increase.
These influencers, often with smaller but more engaged followings, allow brands to create more targeted and intimate campaigns. During Christmas, influencers can share their holiday experiences and gift recommendations in a more relatable way.
User-generated content is also gaining force, with brands encouraging customers to share their festive moments on social media. UGC fosters a sense of community and allows brands to tap into organic, word-of-mouth advertising. Retailers like Target have successfully integrated UGC into their Christmas campaigns, featuring real customers in their commercials and social media posts.
- Experiential Marketing and Pop-Up Events
Christmas marketing campaigns are also becoming more experiential in nature. While digital ads are essential, brands are recognising the value of creating in-person experiences. Pop-up events, immersive Christmas displays, and interactive installations are becoming popular ways for brands to engage with customers directly.
Take Nike’s flagship stores, which often transform into holiday-themed spaces during Christmas, offering exclusive products, holiday promotions, and experiential events. These pop-up events allow customers to interact with the brand in a way that digital ads simply cannot replicate.
Experiential marketing is especially powerful during Christmas because it taps into the nostalgia and magic associated with the holiday season. Brands that create immersive, memorable experiences are more likely to stand out and leave a lasting impression on their audience.
As a concluding note,
As Christmas 2024 approaches, it’s clear that marketing strategies are becoming more personalised, interactive, and data-driven. With an increasing focus on sustainability, AI-driven content, and influencer partnerships, Christmas marketing is not just about promoting products – it’s about creating authentic, memorable experiences that resonate with today’s conscious and tech-savvy consumers. The key to success lies in staying ahead of these trends and ensuring that your brand is both innovative and aligned with consumer values and while always being cognizant of the brad purpose.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Extending beyond academia; Ankoor has been honoured with the "CIRCLE OF EXCELLENCE 2024" award by Passion Vista and recognized as the "MAN OF EXCELLENCE, 2024" by the prestigious Indian Achievers' Award. Additionally, he received the "LEADER 2.0 AWARD, 2023" from adgully and was named a "DIGITAL KAIZEN LEADER by DigiAdCon 2024”, Dr. Dasguupta's contributions to the field of marketing are widely acclaimed, marking him as an inspiring thought leader in his domain. Ankoor is also a member of IMA India’s CMO Forum.
Most recently Dr. Dasguupta has been selected and felicitated with the national level award -Dr. A.P.J Abdul Kalam Inspiration Award 2024 in the category Youth Icon of the Year.
Dr. Dasguupta is a key member of the esteemed International CMO Council and keeps delivering lectures at top Business Schools and also colleges at University of Delhi. As an industry expert, Ankoor has also been a member of the interview panel at MICA for their PGP Group Exercise & Personal Interview PI process for PGDM-C/PGDM selection for two consecutive years. Dr. Dasguupta is also on the Advisory Board of the Marketing Department at ISBR Business School, Bangalore. Recognized by DMA Asia as a marketing Ace, Dr. Dasguupta is a LinkedIn Top Voice, advocate of social impact, driven by kaizen, Ankoor believes in the power of Energy and Energize
Dr. Ankoor is practicing his PCC (Level 2) coaching from the gold standard International Coaching Federation [ICF]. He is a people's person and has worked across functions in senior leadership positions in marketing, advertising, media & communication with a pedigree of 24 years and ongoing exciting journey. Trained from Dale Carnegie in Mentoring to Develop Talent, Ankoor is a marketing practitioner, a coach, a knowledge manager, a team builder, a thought-leader, an avid writer with close to 100 published articles / interviews and is a Thought Leader. Dr.Ankoor wears the hat of a CMO as well. His leisure pursuits are reading, effective listening and percussion. Follow Dr. Ankoor Dasguupta on LinkedIn| https://www.linkedin.com/in/ankoordasguupta/
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