Christmas marketing campaigns – are they still worth it?
And is it different for B2B v B2C?
Spoiler alert: when you know that the UK spend on festive ads this year is estimated to reach ￡10.5bn, you can bet companies are not paying out for no good reason!
According to James McDonald, WARC’s director of data, intelligence and forecasting, “Brands know that a well-crafted Christmas campaign can boost salience, anchor loyalty and drive impressive sales results to boot.”
And positive attitude towards Christmas ads has hit an all-time high, with 59% of people saying they ‘love’ Christmas TV ads - up from 51% in 2023. Additionally, 56% of consumers are ‘really looking forward’ to watching Christmas ads on TV, a rise from 48% last year, according to new research from Kantar.
Stars on the Christmas scene
So how, when the festive comms space is so incredibly crowded and as noisy as a kid’s Christmas disco, do you create sufficient impact at this time of year?
Storytelling, the human condition, compassion, connection, nostalgia - marketers know there are some key ingredients to a compelling Christmas ad that gets results:
Insights from successful Christmas campaigns
However, Retail Gazette notes that festive ads serve the dual purpose of driving both short-term sales and long-term brand building, but, as competition intensifies during the festive season, isolating the specific impact of Christmas ads from other factors such as price, product quality, service, and word-of-mouth can be difficult.
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The ‘successful’ festive formula – is it still relevant?
According to Kantar, Christmas ads should:
·?????? Tell a compelling narrative with the brand playing a central role
·?????? Elicit an emotional response, (but not be too sad or serious!)
·?????? Deliver a captivating Christmas experience that remains memorable.
This formula has been a staple of Christmas ads for years, but has the approach become a victim of its own success? Are consumers getting tired of the familiar ideas, searching for something a bit more unexpected? What makes a great festive ad in 2024?
Embryo points out that expectations have soared in recent years, setting a higher bar for creativity and innovation.
Boots have tried hard this year, with their highly glamorised version of Santa’s workshop:
They're getting mixed reviews - of course - but it is unquestionably getting them noticed, cutting through all the holiday season jingle-jangle.?
What about festive fun for B2B?
So. Is there a difference between B2C and B2B Christmas campaign needs? You don’t hear about many famous B2B campaigns do you?
This is amazing considering the potential…
One problem might be long-term preconceptions about how to do marketing well for B2B. For instance, if you ask AI about the difference between a B2B and a B2C Christmas campaign, this is the result:
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B2B Campaigns
Tone: Professional, value-driven, and often educational.
Messaging:
-??Focused on ROI, productivity improvements, or solving specific business challenges.
-??Includes end-of-year incentives like discounts for signing contracts or renewing services.
-??Often appeals to logical decision-making, backed by case studies, testimonials, or data.
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B2C Campaigns
Tone: Emotional, creative, and often playful or heartwarming.
Messaging:
-??Highlights the joy of giving, personal connections, or indulgence.
-??Often focuses on short-term benefits, such as exclusive discounts or limited-edition holiday products.
But what if B2B campaigns could be as compelling as B2C ones? We’re all people in here…. motivated and crushed by the same feelings and drivers as in the land of B2C…
For example, we have a client in the Plant Hire sector, working on huge construction projects across the UK. There is a safety standard in the industry that revolves around getting everyone ‘home safe every day’ – imagine the compelling video you could make around getting a parent home safe in time for Christmas… there could be tears.
Or picture the fun you could have making a festive film for a transport company who have to get parcels to all the right people in time for the big day - and the help they could give to Santa with their data insights and telematics!
One of our clients who provide IT support had the great idea of using AI to write an up-to-date version of Dickens’ Christmas Carol, with the cyber-‘spirit’ telling how Christmas past was wrecked by dodgy business systems and why it is essential to build a future supported by the best systems and processes. There’s no doubt their December newsletter will be the most opened one of the year!
Food for festive thought… we’ll leave you with a few of our own (and yes, we have found that we generate a lot of positive attention and new business from these little gems featuring ourselves in iconic festive films.. album covers... etc!):
Holidays are coming! ??
What AI says:
Why Christmas Marketing Campaigns Are Worth It
Increased Consumer Spending:
The holiday season sees a spike in consumer spending. People are actively shopping for gifts, decorations, food, and experiences.
According to studies, the months leading up to Christmas account for a significant portion of annual retail sales.
Emotional Appeal:
Christmas campaigns tap into themes of family, love, giving, and nostalgia, creating strong emotional connections with customers.
Emotional advertising can increase brand recall and loyalty.
Cultural Universality:
In many parts of the world, Christmas has become a widely celebrated cultural event, even beyond religious contexts.
This universality provides opportunities for brands to engage diverse audiences.
Seasonal Opportunities for Creativity:
The holiday season allows brands to showcase creativity through themed campaigns, limited-edition products, and experiential marketing (e.g., pop-up shops or virtual events).
Customer Acquisition and Retention:
Promotions, discounts, and giveaways can attract new customers and encourage repeat business.
Holiday campaigns are an opportunity to strengthen relationships with loyal customers through personalized offers.
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Challenges and Considerations
While the potential is significant, there are factors to consider to ensure a positive ROI:
???????????? High Competition:
???????????? Many brands launch campaigns during this period, making it harder to stand out. A unique and memorable campaign is crucial.
???????????? Cost of Advertising:
???????????? Ad costs on platforms like Google and social media increase during the holidays due to heightened competition. Businesses must carefully allocate their budgets.
???????????? Planning and Execution:
???????????? Starting early is essential. Consumers begin holiday shopping well before December, so campaigns should be live by late October or early November.
???????????? Relevance to Audience:
???????????? Campaigns must align with the brand's identity and resonate with the target audience. Missteps or generic campaigns can lead to wasted resources.
???????????? Sustainability and Ethics:
???????????? Modern consumers are increasingly concerned about sustainability and ethical practices. Brands focusing on these aspects in their campaigns may see better engagement.
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How to Make Them Worth It
???????????? Leverage Data and Personalization: Use customer data to tailor campaigns and recommendations.
???????????? Multi-Channel Approach: Integrate online and offline channels for a seamless customer experience.
???????????? Early and Targeted Promotions: Start early and focus on targeted advertising for high ROI.
???????????? Track Performance: Use analytics to measure campaign success and adjust strategies as needed.
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Ultimately, Christmas marketing campaigns are highly effective if businesses balance creativity with strategic planning and a clear understanding of their audience.
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AI on statistics metrics
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Successful Christmas marketing campaigns often leverage trends and consumer behaviors that are quantifiable. Here are some key statistics that highlight what makes holiday campaigns effective:
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General Consumer Behavior
Increased Spending:
???????????? Consumers in the U.S. spent an estimated $1.3 trillion during the 2023 holiday season, with online sales accounting for a significant portion.
???????????? Holiday shopping makes up 20-30% of total annual retail sales for many businesses.
Early Shoppers:
???????????? 42% of consumers start their holiday shopping as early as October, while only 25% wait until December.
???????????? Early campaigns capture attention from planners who begin looking for deals and gift ideas ahead of time.
Mobile Shopping:
???????????? Over 60% of holiday e-commerce sales are conducted on mobile devices, emphasizing the need for mobile-optimized campaigns.Promotions Drive Purchases:
???????????? 88% of shoppers say discounts and promotions influence their holiday shopping decisions.
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Key Digital Marketing Statistics
Email Marketing:
???????????? Holiday-themed emails have an average open rate of 20% and a conversion rate of 6.4%, higher than the annual averages.
???????????? Personalized email campaigns can drive 6x more transaction rates than generic campaigns.
Social Media Impact:
???????????? Social media influences 60% of holiday shoppers, with platforms like Instagram and TikTok driving engagement through visually compelling and shoppable content.
???????????? 54% of shoppers are inspired to make purchases based on holiday posts from brands or influencers.
Google Ads & Paid Search:
???????????? Businesses see an average ROAS (Return on Ad Spend) of 400% during the holiday season.
???????????? Paid search campaigns drive 36% of e-commerce holiday traffic, making it a crucial part of a Christmas campaign strategy.
Video Marketing:
???????????? Holiday-themed video ads have a 27% higher engagement rate than non-holiday content.
???????????? Over 70% of consumers report that they are more likely to purchase after watching a video ad during the holidays.
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In-Store Shopping Trends
Omnichannel Shopping:
???????????? 73% of consumers prefer brands that offer a seamless blend of online and in-store shopping experiences during the holiday season.
???????????? Curbside pickup and “buy online, pick up in-store” (BOPIS) options saw a 30% increase in popularity year-over-year.
Window Displays and Experiential Marketing:
???????????? 44% of in-store shoppers say visually engaging holiday displays influence their purchase decisions.
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Psychological Drivers
Emotional Advertising:
???????????? Ads that tell a heartfelt story during the holidays (e.g., John Lewis campaigns in the UK) can boost brand awareness by 14% and increase purchase intent by 20%.
Sustainability Matters:
???????????? 62% of consumers prefer brands that incorporate sustainable practices in their holiday campaigns, such as eco-friendly packaging or supporting charitable causes.
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Timing and Frequency
Peak Days:
???????????? Black Friday and Cyber Monday are among the most critical shopping days, with Cyber Monday generating $12.4 billion in online sales in 2022.
???????????? The week before Christmas sees a last-minute shopping surge, with sales spiking by 15-20%compared to earlier weeks.
Retargeting Success:
Retargeted ads during the holiday season have a70% higher conversion ratecompared to generic ads.