When should I start planning my Christmas marketing campaign?

It's best to start planning your Christmas marketing campaign as early as possible, ideally in September or even earlier. Many UK shoppers start their holiday shopping by August (69%) or October (85%), so early planning allows you to capture this market and carefully map out your strategy.

Is direct mail still effective for Christmas marketing?

Yes, direct mail is still very relevant and effective for Christmas marketing. It offers a consistent Cost Per Acquisition (CPA) throughout the year, unlike digital advertising where costs often increase during the holiday season. Major supermarkets have achieved open rates of up to 95% with their Christmas mailings, significantly higher than typical email marketing open rates.

What are the most effective Christmas marketing campiagns?

The most effective Christmas marketing campaigns often share key elements: emotional storytelling (like John Lewis's adverts), nostalgia and strong branding (exemplified by Coca-Cola's 'Holidays are Coming'), and personalisation with shareability (such as Spotify's 'Wrapped'). Successful campaigns also typically involve early planning, bold creativity, targeted messaging, and a multi-channel approach. These elements, combined with strategic timing and understanding of the target audience, contribute to creating impactful holiday marketing efforts.

Practical advice for Christmas marketing campaigns

The holiday season is a magical time for consumers—and a golden opportunity for businesses. With customers eager to spend and engage with brands they love, it’s crucial to capture their attention amidst the festive frenzy.

Our blog will show you why your holiday marketing could be the secret to ending your year on a high: what key factors drive success, examples of the best holiday marketing campaigns that nailed it, and how partnering with a marketing agency can give you a serious competitive edge.

The importance of holiday marketing campaigns

Christmas isn’t just a season of goodwill; it’s a season of massive consumer spending. In fact, Christmas shopping is expected to contribute billions globally each year. Retailers see some of their highest profits during this period, emphasised through holiday ad campaigns and email marketing, which can deliver a 4200% ROI. No, that’s not a typo. Whether you’re a small business or a large corporation, this is a period you don’t want to miss out on.

Why taking part is non-negotiable

Sitting out during the Christmas marketing season is like leaving presents unwrapped under the tree, missing out on the holiday spirit. Consumers expect festive offers, exclusive deals, and engaging holiday content from their favourite brands. If you don’t join the holiday fun, your competitors will. And not only will they grab market share, but they’ll also snag your customers’ attention.

Let’s look at the key factors to success.

Plan early (like, now)

Fun fact, 41% of Brits say it’s never too early for brands to start advertising festive items. And get this: 69% of UK shoppers have already started their shopping by August, increasing to 85% by October.

So success during Christmas often hinges on one thing: starting early. The brands that thrive don’t throw campaigns together at the last minute. They’re laying the groundwork in September (or even earlier!). Planning early lets you carefully map out your strategy, allowing room for creativity, collaboration, and adjustments, including digital marketing efforts. Waiting until December? You’ll be fighting an uphill battle for attention, especially when almost half (48%) of adults say festive ads help them with gift ideas.

Be bold, be creative

Christmas is about magic, wonder, and joy, so your campaign should mirror those feelings and capture the Christmas spirit. Consumers crave creativity during the holiday season, and the brands that stand out do so with bold, memorable ideas. Whether it’s a heartwarming story, humorous videos, or even a quirky social media challenge, don’t be afraid to think outside the box. People share what makes them feel good or sparks excitement—and that’s exactly where your creativity comes in.

Speak directly to your audience

Holiday marketing isn’t one-size-fits-all, targeted messaging is king. Instead of blasting out generic promotions, segment your audience, understand their unique needs, and craft messages that speak directly to them. The brands that master personalisation form deeper connections with customers, converting casual shoppers into loyal brand advocates.

The best Christmas marketing campaigns

These creative Christmas ads have not only captured the festive spirit, but have also set the gold standard for the best holiday marketing campaigns.

John Lewis’s Christmas advert: mastering emotional storytelling

John Lewis’s Christmas ads have become a holiday tradition in the UK, pulling at heartstrings year after year. From stories of unlikely friendships to heartwarming acts of kindness, these ads resonate on a deeper emotional level. The reason they work? They tap into the universal human experience, making their brand synonymous with the warmth of the season. John Lewis estimates that sales have skyrocketed by over 35% since 2012, pointing to the consistent success of their Christmas advertising campaign.

Coca-Cola’s "Holidays are Coming": nostalgia meets branding power

Few things are more iconic than the Coca-Cola Christmas truck making its way through snowy scenes, spreading cheer and that familiar jingle. The "Holidays are Coming" ad campaign isn’t just visually memorable—it leans into nostalgia and familiarity. By tying their product so closely to Christmas traditions, Coca-Cola has made itself an irreplaceable part of the holiday season.

Spotify’s "Wrapped": personalised magic

Spotify’s “Wrapped” campaign is a fantastic blend of personalisation and shareability. Every year, users eagerly await their ‘year in music,’ which wraps up their favourite songs and moments. By tapping into user data and turning it into content they’re proud to share, Spotify has found a creative way to not only engage customers but also transform them into advocates. It’s pure marketing genius that capitalises on two things: personalisation and social proof.

What made these ads so successful? Emotion.

You can learn more in our blog, Why emotion is key for effective holiday marketing campaigns - and how to use it!

Achieving greatness on a small budget

Holiday ad campaigns by email are another festive powerhouse for boosting sales. Remember, most people start their Christmas shopping early. They’re on the lookout for gift ideas, special deals, and seasonal cheer. By tapping into this with creative and festive emails, you can grab attention, spark excitement, and drive those holiday sales.

Without question, personalisation is the secret ingredient for standout Christmas marketing campaigns. Segment your email list and deliver tailored content that feels like a special gift for each recipient. Offer exclusive discounts, spot-on product recommendations, and dazzling holiday graphics. The holidays are also the perfect time to rekindle connections with past customers and show appreciation to your loyal ones. Send out warm holiday greetings, irresistible offers, or heartfelt thank yous to build stronger relationships and keep your brand top of mind. A memorable holiday email experience can boost brand loyalty and set you up for a bright and successful year ahead.

If you’re new to email marketing, our eBook is a great place to start to learn more. Download Email marketing for beginners: a how-to guide.

Is direct mail still relevant in the digital age?

Yes, absolutely.

One of the most compelling reasons to include direct mail in your Christmas marketing mix is its consistent Cost Per Acquisition (CPA), which complements digital marketing efforts. Unlike online advertising, where Google Pay-Per-Click (PPC) costs rise due to increased competition during the Christmas season, the CPA for direct mail remains the same all year round. This cost-effectiveness can be a game-changer in a season where every penny counts.

Success stories from the supermarkets

In 2023, Marks & Spencer and Waitrose achieved a remarkable 95% open rate in their Christmas mailings, with Sainsbury’s hitting the 94% mark. Compare this again to email marketing, which typically sees open rates between 10-20%, and it’s clear that direct mail still has something to offer.

Should you partner with a marketing agency?

Even if you’ve got in-house marketing capabilities, partnering with an agency can take your ideas to the next level. Think of an agency as your creative think tank—a place where fresh, innovative concepts are born. A professional team can help you break free from the limitations of your usual campaigns and introduce exciting, bold strategies that catch the attention of your audience.

Save time and resources, focus on what you do best

Running a successful Christmas marketing campaign is no small feat. Between managing supply chains, customer service, and the usual end-of-year hustle, your in-house team may not have the bandwidth to give the campaign the attention it deserves. Outsourcing your marketing to an agency lets you relax, knowing that the creative, execution, and strategic aspects are handled by professionals, so you can concentrate on what you do best.

Tailored strategies, made just for you

One size doesn’t fit all, especially during the holidays. A marketing agency will tailor your campaign to your specific business, ensuring it speaks directly to your target audience. No generic templates—just bespoke strategies that align with your brand’s goals. This personalised approach is key to cutting through the clutter of holiday marketing.

Conclusion

A killer Christmas marketing campaign can transform your business during the most lucrative time of the year, capturing the holiday spirit. By planning early, embracing creativity, and using targeted messaging, you can engage your audience, boost sales, and make a lasting impression. Partnering with a marketing agency can elevate your efforts, giving you access to creativity, expertise, and efficiency to ensure your campaign delivers the magic. Whether you work with us at h2o or another agency, investing in professional support could be the key to a stress-free and highly successful holiday season.

Explore our holistic campaign services >

Revving up sales on Black Friday for Harley-Davidson®

We took on the challenge to boost Black Friday sales for Harley-Davidson® beyond previous years, while introducing and promoting both new and existing product lines. To capture attention amidst the flood of holiday promotions we used a targeted email campaign which included dynamic content, based on gender and AMP-scripted language translations across 13 markets.

The campaign aided record-breaking sales figures and surpassed not only the previous year's Black Friday results but exceeded the entire month's sales targets! With a 59% open rate, this campaign demonstrated the power of strategic email marketing in driving results during the holiday season.

Read the full case study here >