Just hear those sleigh bells jingling, ring-tingle-tingling too! The festive season is here, and for the majority of retailers, it’s more than just the most wonderful time of the year - it’s also the busiest!
With customers gearing up for Christmas, having a finely-tuned digital marketing strategy isn’t just a nice-to-have; it’s essential. And in 2024, one key element brands are utilising is standing out above the rest: personalisation.
By embracing personalisation and keeping pace with content trends, brands can create meaningful connections with their audience and maximise conversions. Here’s how some of the biggest names in retail are leading the charge this holiday season, and how you can do the same.
This year, we’re seeing a shift in Christmas campaigns. While creativity and pop culture references still play a role, the real standout trend is something deeper: brands focusing on human connection. The most impactful ads aren’t just about selling products; they’re about the relationships and emotions behind the gifts.
Take the Boots Christmas ad this year. Featuring Mrs Claus stepping up to take the reins…literally! It uses the term 'slay' (a playful nod to 'sleigh') to appeal to younger audiences, the heart of the campaign is Mrs Claus’s thoughtful approach to gifting. Each present she selects reflects how well she knows the recipient, with sweet comments like, "They’ll love that" and "That’s so them." It’s a touching reminder that the best gifts are about knowing the people we care about.
Boots blends this heartfelt messaging with a trendy edge, highlighting classic elements of their brand while also tapping into Gen Z through TikTok influencer partnerships. These collaborations not only amplify the ad’s reach but also show how Boots is connecting with a younger demographic in spaces where they’re already active. It’s a clever mix of tradition and modernity that makes the campaign both relatable and memorable.
Another example of a campaign focusing on the emotional side of gifting comes from Molton Brown. Their Christmas ad steps away from the flashiness we often see this time of year and instead centres on connection and intimacy.
Similarly, John Lewis has continued its tradition of tugging at heartstrings with a beautifully nostalgic ad. This year’s tagline, “The secret to finding the perfect gift is knowing where to look,” frames a touching story of a woman looking through a lifetime of memories of her younger sibling to find the ideal present for Christmas.
Tesco, however, has gone a step further by addressing a subject often avoided in the festive season: grief. Their ad acknowledges the challenges many face during this time, offering a sensitive portrayal of grief and how it shapes Christmas for those experiencing it. By tackling such an important topic, Tesco offers a message of understanding and connection, making those who may feel isolated or pressured to "stay cheerful" feel seen.
On the more playful side, M&S has leaned into relatability with a social media-led approach. Their collaboration with celebrity influencer Vicky Pattison to promote their party food is a prime example of how brands are connecting with consumers in an authentic way.
Building on the trend of human connection, the next step is translating that connection into conversions. This festive season, personalised advertising has taken centre stage, allowing brands to create tailored experiences that resonate on an individual level.
Thanks to advancements in AI and machine learning, delivering personalised festive content at scale is more achievable than ever. AI analyses vast amounts of data to uncover patterns, enabling brands to craft ads, product recommendations, and promotions that feel genuinely relevant. Even better, these systems improve with each interaction, making your campaigns smarter and more impactful throughout the gifting season.
Platforms like Meta, Pinterest, and TikTok are leading the charge with powerful AI-driven tools designed to optimise campaigns:
These tools not only enhance personalisation but also allow brands to adapt in real-time, ensuring their campaigns stay fresh and effective during the busy festive period. By leveraging these platforms, businesses can create meaningful experiences that drive conversions and deepen customer relationships.
At its core, personalisation is about making customers feel understood and valued. Research from Harvard Business Review highlights five key elements of effective personalisation: empowering customers, understanding their needs, delivering the right content, offering relevant options, and delight them with the overall experience.
As the festive season peaks, the brands that succeed will be those that embrace personalisation as more than just a tactic, but as the foundation of meaningful connections that keep customers coming back long after the holidays.
Social platforms are now at the heart of how brands connect with their audiences during the festive season.
Take Pinterest, for example. This year, the platform has become a go-to destination for thoughtful gifting. With features like curated gift guides, personalised wishlists, and the "Holiday Finds" tab, Pinterest makes it easy for users to discover, save, and shop for the perfect presents.
These tools are powered by smart recommendations that tailor suggestions to users’ tastes and habits, simplifying the entire process from inspiration to purchase. Add to this partnerships with celebrities Paris Hilton, Emma Chamberlain, and brands such as Rare Beauty, Savage x Fenty, and British Vogue to hand-pick over 1,000 gifts.
Whether it’s helping people find unique gifts on Pinterest, inspiring new traditions on TikTok, or guiding the purchase journey on Meta, these platforms are shaping the way brands connect with audiences this Christmas. By combining technology with creativity and an understanding of what matters most to their customers, businesses can create campaigns that feel personal, memorable, and, most importantly, effective.
This festive season, the brands that stand out are those embracing personalisation to forge real connections. By combining technology, creativity, and an understanding of what truly matters to their audiences, businesses can create campaigns that feel personal, memorable, and impactful.
In a competitive festive landscape, success isn’t just about selling, it’s about building loyalty through thoughtful, tailored experiences. By making customers feel understood and valued, brands can turn seasonal shoppers into long-term fans.