By: Charlotte Selmer
The holiday season has a way of making everything feel warmer, cozier, and, let’s be honest, it also makes us more likely to hit “Add to Cart.” But the magic of the season isn’t just about festive movies, playlists, or matching pajamas. It’s about how brands tap into emotions, nostalgia, and shared experiences to create campaigns that stay with us year after year.
From Starbucks’ red cups and gold-wrapped chocolates to limited-edition drinks and exclusive gift sets, holiday marketing combines psychology, strategy, and storytelling to capture attention. Understanding why and how these campaigns work reveals a lot about consumer behavior and effective marketing principles.
Nostalgia Sells
One of the strongest tools brands use during the holidays is nostalgia. Think back to your favorite holiday candy as a kid. Maybe it was a tree-shaped Reese’s peanut butter cup or a Lindt gold-foil reindeer in your stocking. Seeing those treats on shelves today can instantly make you feel festive. That’s no accident; it’s a deliberate marketing strategy.
Brands like Reese’s use nostalgia to create emotional connections with consumers. By changing shapes, adding snowflakes, or offering seasonal packaging, they tap into cherished memories of childhood traditions. The product itself is only part of the experience; it’s the feelings it evokes that drive purchases: cozy mornings, family traditions, and small moments of joy.
This approach works. A recent study found that 77% of Gen Z consumers say holiday-themed products make them feel festive. And with the average U.S. consumer expected to spend about $900 on gifts, decorations, and treats this season, nostalgia isn’t just emotional, it’s profitable.
Fun, Modern, and Shareable
While nostalgia plays a big role, many brands focus on keeping holiday campaigns modern, engaging, and shareable. Platforms like Instagram, TikTok, and Pinterest make it easier than ever to create visually appealing content that spreads fast.
Poppi, a prebiotic soda brand popular with Gen Z, is a great example. Their holiday campaigns are colorful, energetic, and playful. They release limited-time drink recipes and encourage followers to create holiday mocktails at home, sharing them online. This turns consumers into participants, creating both engagement and user-generated content.
Starbucks does something similar with their iconic red cups. The arrival of these cups has become a cultural signal that the holiday season has begun. Consumers often post photos of their first seasonal latte, transforming the red cup into a social media moment, a symbol, and a conversation starter.
Even Coca-Cola shows how long-term branding can mix nostalgia with modern tactics. Its classic Santa campaigns and holiday trucks evoke memories from decades past, while digital tools like AR filters and interactive social ads keep the brand relevant today. In fact, around one in four shoppers plan to buy directly through social media this holiday season, showing how powerful shareable campaigns can be.
The Power of Limited Editions
Scarcity and exclusivity are two of the strongest drivers of consumer behavior. During the holidays, limited editions trigger a sense of urgency, often called FOMO (fear of missing out).
From Trader Joe’s seasonal snacks to Bath & Body Works winter scents and Starbucks collectible tumblers, these products generate excitement precisely because they’re temporary.
Research shows 66% of early holiday shoppers actively look for exclusive or limited products, and two-thirds of consumers want something they can’t get any other time of year. Limited editions create buzz, drive sales, and inspire online conversation, essentially free marketing for the brand as fans share them across TikTok, YouTube, and Instagram.
Interactive and Experience-Based Campaigns
The best holiday marketing doesn’t just sell, it creates experiences.
In retail, this looks like Macy’s famous holiday windows or Target’s immersive pop-ups, which turn shopping into an event. Online, brands use digital participation to foster the same excitement.
Poppi encourages fans to make DIY holiday drinks, while Reese’s runs contests and memes that invite consumer interaction. This works because participation transforms consumers into collaborators, giving them ownership in the brand’s story.
According to Sprout Social, 78% of consumers are more likely to purchase from a brand after a positive social media interaction. Every like, comment, or share strengthens that bond, showing that marketing success is about how people experience a brand, not just what they buy.
The Human Side of Holiday Marketing
The most effective holiday campaigns feel human. They tap into emotions like joy, generosity, and connection, the very essence of the season.
Campaigns such as Coca-Cola’s “Share a Coke,” Starbucks’ hand-drawn cup contests, or Etsy’s heartfelt maker stories succeed because they make people feel involved, not sold to.
With 63% of shoppers skeptical of holiday discounts, authenticity matters. Brands like REI, with its #OptOutside campaign, go beyond sales by encouraging meaningful action and community participation.
When marketing feels real, people want to be part of it.
The Takeaway: Making the Magic Last
So what makes holiday marketing memorable and effective? It’s a mix of:
- Nostalgia that evokes emotion
- Modern, shareable campaigns that thrive online
- Limited editions that create urgency
- Experiences that foster connection
Whether it’s a peanut butter cup shaped like a Christmas tree, a sparkling soda, or a latte in Starbucks’ red cup, successful brands aren’t just selling products; they’re creating moments people look forward to every year.
This season, marketers can take inspiration from these strategies: make campaigns visually engaging, emotionally meaningful, and participatory. Encourage sharing, prioritize authenticity, and design experiences worth remembering. When brands achieve that, they don’t just drive sales, they become part of the holiday tradition.
References
Sprout Social. How to Win Over America’s Holiday Shoppers All Season Long. Sept 2025. https://www.mrisimmons.com/2025/09/09/how-to-win-over-americas-holiday-shoppers-all-season-long/
SurveyMonkey. 2024 Holiday Insights & Shopping Trends: 100+ key stats. Oct 29, 2024. https://www.surveymonkey.com/curiosity/2024holidayinsightsstatisticsandshoppingtrends/
AMA University of New Hampshire 
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