How to Navigate your Holiday Marketing during Tense Times

During the busy shopping season from Black Friday to Christmas, amid tension, the advertising industry must spread positivity. Marketers should focus on relevant, compelling, and uplifting holiday themes, which are essential in today's challenging times for effective messaging during this period. Here is how your brand should navigate holiday marketing during these tense times:

Be Cautious

During the holidays, advertisers traditionally emphasize emotion in their campaigns. Yet, this year, brands face pressure to ease diverse consumer stresses, from global issues to personal anxieties. M&S's "Love Thismas Not Thatmas" ad mocks holiday pressures, urging people to focus on joy. However, M&S's ad faced sensitivity issues amid global unrest. A tweet showing burning Christmas hats drew criticism, with some linking the colors to the Palestinian flag. Marketers need to be extra sensitive with the message they are putting out.

Spread Joy

Recent sales trends hint at restrained holiday spending, urging all brands, notably retail, to prioritize infusing joy amidst the frenzy. Strategies encompass inventive product bundling, limited-time offerings, and ease of access for affordable yet valuable items. Amazon’s ad “Joy Ride” embodies this approach, emphasizing joyous experiences. Agencies emphasize community, like Anthropologie collaborating with emerging artists, fostering generosity within their brand ethos. Companies like George P. Johnson focus on both internal team bonding and community engagement, promoting shared purpose and giving during the festive season.

Stand Out

Marketers face a challenge during holidays with oversaturated channels. Channel selection is crucial amid fierce brand competition. Exploring less-used platforms like Connected TV (CTV) offers new opportunities. High-quality creative, like RPA’s “Wall of Dreams” for Honda, breaks through, aiming to captivate audiences and inspire optimism during the bustling holiday season.

Utilize Technology

Technology usage this season, including social media, is pivotal. The rise of social commerce, especially TikTok Shop, with over 100,000 creators and 200,000 sellers, changes brand-retailer dynamics. TikTok's influencer-driven platform impacts consumer behavior, challenging big TV campaigns. Emphasis on social content quantity over TV is crucial for brands. Apps and AI also play vital roles, enhancing personalized shopping experiences based on consumer preferences. This tech-savvy approach aims to resonate effectively with consumers amid a hectic shopping season.

Emotionally Connect

The holiday season offers brands a chance to emotionally connect. Brands should find their unique role for focused and credible advertisements. Notable examples include Plenty's messy Christmas ad, capturing reality during the Christmas season. Brands should also acknowledge diverse celebrations like Lunar New Year, fostering deeper connections and representation for cultural communities.

Few Things to Keep in Mind

Embrace a specific emotion intensely—aim for laughter or tears. Emotional connection cuts through sales tactics. Avoid being a Grinch; entertain and bring joy amid busy schedules. Uncover unspoken truths for relatable content.

Cate Bender, the author, is Project Coordinator of Marketing Keys