Black Friday has traditionally been heralded as the time shoppers duke it out for holiday specials, but the real elbowing starts earlier, when advertisers duke it out to make to the top of those shopping lists. In fact, US advertisers are expected to spend as much as $400 billion (not a typo) on holiday marketing this year.
Pick me! Pick me!
So how can you, as a marketer, cut through all that clutter? How can you create holiday copy that gets those harried customers to stop and pay attention to you? By creating value, that’s how. And we’re not just talking about price. We’re talking about resonating with your audience, understanding the holidays might not be all fa la la, and building trust by offering them solutions that are truly relevant and useful.
Here’s a guide on how to craft holiday marketing messages that go beyond the usual cheer to drive engagement and loyalty.
Emphasize empathy and authenticity.
One thing no shopper wants for a stocking stuffer is yet another holiday cliche. Especially for younger consumers, connection is the key, and that goes double for emotionally charged times like the holidays. Holiday marketing copy that speaks to real sentiments—appreciation for customers, acknowledgment of their challenges, and genuine interest in their well-being—can be refreshing. Rather than defaulting to traditional “holiday cheer,” infuse your messaging with a tone of empathy and authenticity. Highlight how your brand’s products or services can add meaningful moments, convenience, or joy.
Instead of “Treat yourself this holiday season,” try “Find a moment to unwind amidst the holiday rush. We’re here to help.”
Offer solutions to holiday challenges.
One thing we don’t often see acknowledged in holiday marketing copy is just how stressful the entire season can be. By positioning your brand as a problem-solver, you can address common holiday concerns and tailor your copy to frame your offerings as solutions, whether that means efficient delivery options, exclusive bundles, or stress-free gift recommendations.
Here’s an example: “Get gifts that delight—and arrive on time. Explore our fast-shipping options and make last-minute gifting effortless.”
Use storytelling to create emotional resonance.
Storytelling is one of the most powerful tools you have in your toolkit for making your brand’s holiday message memorable. This season, share stories that showcase your brand’s mission, values, or impact. For example, stories about how your brand gives back to the community during the holidays or helps support customers’ needs can add a layer of meaning to your marketing.
Try this: “This season, every purchase helps support our mission to provide meals for families in need. Together, we can make a difference.”
Focus on sustainability and responsibility.
A growing number of consumers are concerned about sustainability, especially during the holiday season. If your business is making efforts toward environmentally friendly practices, like reduced packaging or sourcing from local suppliers, share these details in your holiday marketing copy. Consumers are more likely to support brands that align with their values, particularly during times of giving.
Here’s how you do it: “This season, shop with purpose. Our eco-friendly packaging and responsibly sourced materials make your holiday purchases a gift for the planet, too.”
Creating impactful holiday marketing copy is about building genuine connections with your audience. By being empathetic, focusing on solutions, and promoting values like exclusivity, social proof, and sustainability, your brand can create holiday campaigns that drive sales and foster long-term loyalty.
