What you’ll learn:
Christmas celebrations are often accompanied by brands making a final push towards achieving their annual goals. What’s not so celebratory is the approach some of them take—tactless, noisy campaigns that do more harm than good. Here are 9 effective, human-to-human ways to give your brand a seasonal facelift.
Deck the halls with boughs of holly! Or rather, deck your website with falling snowflakes, a Santa or two, and maybe an advent calendar, and call it a job done.
Right?
Well, not quite. While many brands think adding a few Christmas images is enough to boost festive sales, there’s a more human approach to Christmas branding.
Take Coca-Cola, for example. The brand has become synonymous with Christmas, thanks to its iconic ads and the modern depiction of Santa it helped create.
Want to capture the same holiday magic for your brand? Keep reading to learn how to rebrand for the holidays in a personal, genuine, and impactful way. And don’t forget to download our free illustration pack to kickstart your Christmas rebrand today!
What is holiday marketing?
Holiday marketing is a strategy where businesses adjust their campaigns, messaging, and branding to align with the festive season, aiming to connect with customers and drive sales. As the holiday season approaches, consumers are already primed for shopping, creating the ideal opportunity for brands to tap into this heightened buying mindset.
According to the National Retail Federation’s latest survey, consumer spending on winter holidays is projected to reach a record $902 per person, marking an increase of $25 compared to last year.
A well-executed holiday marketing strategy, which connects with customers’ emotions and aligns with their seasonal expectations, can provide a substantial sales boost. However, it’s crucial to approach holiday marketing thoughtfully, avoiding generic, last-minute campaigns that fail to resonate with audiences.
Effective holiday marketing goes beyond just promoting products—it’s about crafting a campaign that reflects your brand’s identity and speaks to the festive spirit in a way that feels genuine.
This sets the stage for the next important question: why does seasonal branding matter?
Why seasonal branding matters
Seasonal branding is all about connecting with your customers by tapping into the spirit of the season, reflecting their values, honoring their traditions, and showing that you care about their well-being.
Christmas branding, in particular, offers a powerful way to evoke the nostalgia and joy many associate with the holiday season. For example, Coca-Cola’s iconic holiday ads—featuring the warm glow of Santa Claus and sparkling bottles of Coke—have become synonymous with Christmas cheer. Such campaigns help turn everyday products into cherished traditions.
The holidays are a time of joy for many, but they can also bring challenges like loneliness or stress for others. By acknowledging these emotions in campaigns, brands can offer comfort and connection, making customers feel supported and understood.
Here are five key benefits of seasonal branding and how it can boost your business:
1. It evokes emotions
Successful seasonal campaigns tap into the emotions and memories people associate with specific times of the year. Christmas, for instance, is filled with sentiment and tradition. By connecting your brand to these emotions, it becomes more personal, relatable—and human.
2. It makes your brand engaging
There’s a difference between being consistent and being rigid. If you never update your brand assets, it will make your company appear lifeless. Seasonal updates, like Starbucks’ holiday cups keep your brand fresh and relevant, helping to drive engagement.
3. It builds relationships
Tailoring branding to a specific season is a powerful way to strengthen existing relationships and attract new customers. John Lewis, the British chain store, exemplifies how heart-warming holiday campaigns can build loyalty. Their festive advertisements reflect shared values and create emotional connections that deeply resonate with audiences, leaving customers feeling seen, appreciated, and connected to the brand.
4. It attracts holiday fans
Some people can’t get enough of Christmas. Per a Bankrate survey, 48% of shoppers were predicted to start holiday shopping in August, September, and October. By launching holiday branding early, like Walmart and Amazon, you tap into this eager audience.
5. You can market seasonal products
If you sell holiday-specific products, seasonal branding boosts sales. Think Dunkin’ holiday treats or McDonald’s seasonal pies. Even without holiday products, festive promotions or discounts attract customers during peak shopping times where they are likely to spend more.
The role of human-to-human marketing in holiday campaigns
At its core, human-to-human (H2H) marketing emphasizes authentic, personal connections between brands and their audiences. Unlike traditional approaches that focus purely on selling, H2H marketing is about understanding and addressing the emotions, needs, and values of your customers as individuals, not just consumers.
When infused into holiday marketing, H2H principles can foster genuine emotional resonance. By speaking to customers in a relatable, heartfelt way—whether through storytelling, empathetic messaging, or personalized experiences—brands can create stronger connections. This approach transforms holiday marketing from transactional to meaningful, making campaigns more memorable and effective at building long-term loyalty.
9 Christmas branding ideas for your holiday marketing campaign
Here are nine creative ideas to ensure your Christmas branding connects with your audience in a human-to-human way.
1. Use (tasteful) seasonal elements in your logo
Think festive but refined. Target provides a great example of how to embrace the holiday season while staying true to brand identity. Each year, Target incorporates subtle yet effective seasonal touches into its branding and marketing, blending festive cheer with its iconic red and white colour palette.
For instance, Target’s Christmas campaigns often include creative, holiday-themed visuals across its website, stores, and advertisements. These designs feature elements like stylized snowflakes, ornaments, and gift boxes, all seamlessly integrated into Target’s branding to maintain consistency while spreading holiday joy. And you can’t forget the festive logo.
The key is to strike a balance—just as Target does—between festive creativity and brand recognition. Let your holiday branding celebrate the season while staying unmistakably “you.”
Ideas to implement:
- Incorporate subtle seasonal graphics into your logo (e.g., snowflakes, stars).
- Avoid overused tropes like Santa hats unless you can add a unique twist.
2. Update your colour palette (but don’t go OTT)
Adding a touch of red and green can make your branding feel festive, but moderation is key. For example, integrate these colours into headers, footers, or typography rather than overwhelming your design.
Ideas to implement:
- Use seasonal colours sparingly for cohesive visuals, i.e., avoid going for an all-red makeover.
- Refresh your social media banners and email headers with festive accents.
3. Add a seasonal spin to your designs (where appropriate)
Limited-edition festive designs are a proven way to build buzz. Starbucks has perfected this with its annual holiday cups, a tradition since 1997.
However, small businesses should be mindful of sustainability. Instead of overhauling packaging, opt for reusable assets like digital graphics or templates.
Ideas to implement:
- Create festive packaging for your bestsellers.
- Use holiday-themed graphics in digital campaigns.
4. Tell stories that resonate
Christmas is all about stories, from the nativity to the Grinch, and Santa Claus to A Christmas Carol. Stories are intrinsically human—and an essential element of H2H marketing—which makes them a perfect vehicle for Christmas branding.
As mentioned earlier, John Lewis has perfected the craft of Christmas storytelling with its tear-jerking adverts, which are now a cherished cultural tradition in the UK.
Similarly, Guinness has earned acclaim for its storytelling brilliance. Their iconic Christmas commercial, which debuted on December 1, 2004, has become a festive staple. Guinness consistently weaves heart-warming narratives, striking visuals, and evocative music into its campaigns, creating a deep sense of nostalgia, community, and signature Irish charm.
What stories can you tell that connect your brand to the spirit of Christmas? Consider customer success stories, nostalgic themes, or even imaginative narratives like John Lewis’ snowmen, lovesick penguins, and baby dragons.
Ideas to implement:
- Share behind-the-scenes content about your holiday preparations.
- Showcase how your product creates special memories for customers.
5. Be sensitive to people’s reality
Not everyone associates the holidays with joy. In a world grappling with many challenges, tone-deaf marketing can alienate audiences. Instead, take a thoughtful approach that acknowledges your customers’ circumstances.
Sainsbury’s has set a powerful example with its poignant Christmas ads, which delve into themes like loneliness, loss, and the transformative power of human kindness.
Their 2019 campaign delivered a timeless message of compassion and understanding, particularly resonant during the holiday season. By focusing on unity and shared humanity, Sainsbury’s underscored the value of kindness and their commitment to fostering a sense of community. This approach highlighted the deeper meaning of the holidays—bringing people together and celebrating the connections that unite us.
Ideas to implement:
- Share practical tips for making the holidays special on a budget.
- Focus on community-building rather than aggressive sales tactics.
6. Highlight social justice issues
Christmas is a time for gift-giving, so consider donating a percentage of every sale to a charity that’s relevant to your business or your local community—for example, one that provides food, clothing, or blankets for vulnerable families during the winter.
You can also take the opportunity to raise awareness around social justice issues connected to your business or industry. For example, a coffee company could tell stories of the coffee producers, the challenges they face, and how the company helps to overcome them.
7. Celebrate diverse winter holidays
The holiday season offers more than just Christmas—it’s a time rich with celebrations like Hanukkah, Kwanzaa, Yule, and Omisoka, each cherished by different cultures. Embracing this diversity in your marketing strategy allows your brand to stand out while connecting with a wider audience.
Aligning your campaigns with lesser-known holidays or unique seasonal traditions offers a fresh perspective that sets you apart from competitors. It also opens the door to engaging with niche communities, creating an opportunity to foster deeper, more inclusive relationships.
Google has successfully managed to honour diverse celebrations, demonstrating how inclusivity can make your brand memorable. Take their 2024 seasonal holiday doodle: a playful yet thoughtful design that exudes the festive spirit without veering into clichés. The doodle features a vibrant string of lights, each symbolizing a different holiday. It also celebrates the diversity of holiday traditions and highlights the many ways people come together during this season.
Ideas to Implement:
- Research the holidays celebrated by your audience.
- Create social media posts honoring these celebrations.
8. Turn down the volume
Sometimes less is more. While competitors flood inboxes with promotions, stand out by taking a quieter, more reflective approach.
For example, encourage user-generated content by asking customers to share their lessons learned over the year or what the holidays mean to them.
Ideas to implement:
- Host a giveaway for the best user-submitted holiday reflections.
- Publish customer stories on your blog or social channels.
9. Go multi-channel with your Christmas branding
Consistency is crucial. Your Christmas branding should be more than just a website refresh—it needs to create a seamless and memorable experience across every touchpoint your customers interact with.
Update social media profiles with festive designs, refresh email marketing with holiday-themed templates, and bring the season to life in physical spaces through decorated storefronts and branded packaging. A unified approach enhances brand recognition and leaves a lasting impression during the holiday season.
Ideas to implement:
- Create holiday-themed templates for social media.
- Ensure all channels—email, social media, and website—reflect the festive vibe.
Ready to make your holiday campaign pop? Download our festive illustrations pack today!
Humanize your brand this Christmas
Christmas branding offers a unique opportunity to connect with your audience and end the year on a high note—but only if done right.
At Literal Humans, we know that the best holiday campaigns are those that go beyond traditional branding and truly connect with people. Incorporating a human-to-human (H2H) approach to your Christmas marketing can set your brand apart and create deeper, more meaningful connections with your customers.
If you’re looking to add that personal touch to your marketing, we’re here to help. Specializing in multi-channel H2H digital marketing, we work with impact-driven brands to grow year-round—whether it’s Christmas or any season.
Book a strategy session with us today, and don’t forget to download the illustrations pack to bring your holiday branding to life.
Happy holidays from our team to yours!
