Holiday Marketing Campaigns: Tis the Season to Sparkle

Holiday Marketing Campaigns: Tis the Season to Sparkle!

 

As winter approaches, brands need well-designed holiday marketing campaigns to capture seasonal shoppers.  We all remember those Budweiser holiday ads with the majestic Clydesdales pulling a Budweiser carriage through snowy landscapes accompanied by nostalgic holiday music.  The Hershey’s kisses in Christmas tree formation ringing out ‘We Wish You a Merry Christmas’ with the last kiss ringing the bell the hardest, then wiping his ‘brow’ with the little Hershey logoed paper tip.

Or my personal favorite, the Folgers ‘I’ll be Home for Christmas‘ ads where a young man or woman makes it home for the holidays, sneaks in, and brews a pot of coffee as the whole house wakes up to the aroma and they share a holiday moment together.  Sniff, sniff.  These holiday marketing campaigns make you smile.  They make you feel something for the brand while capturing the sentiment of homecoming, warmth, and family bonding that the holidays are known for.

 

With consumer holiday spending increasingly leaning towards travel, experiential activities, gear, and wellness, now is the time to ensure your brand creates memorable holiday content like Folgers, Hershey’s, and Budweiser did.  Black Friday and Cyber Monday are still heavy hitters when it comes to holiday sales.  In addition, non-profits need to take advantage of Giving Tuesday and Year-End Gifts which often equal up to more revenue than an organization may take in all year!

Therefore our Holiday Marketing Campaign Guide is packed and gift-wrapped with lots of ideas to prepare you to grab those sleigh bells and get to stepping!  We’ve included holiday spending projections, top advertising channels, seasonal themes, and unique holiday marketing ideas you can use today.  So don’t wait for the snow to fall to start planning.  Let’s start under the mistle-toe-covered trailhead together!

 

 

Holiday Spending Projections

 

Holiday spending this year is expected to continue an upward trend compared to last year, especially for travel, outdoor, and wellness-related industries.  According to forecasts, U.S. consumers will spend $1.35 trillion during the holiday season, with a significant portion directed toward experiences, outdoor activities, travel, and gear purchases.

 

Here are a few quick facts about expected holiday spending:

• Experiential Purchases: Consumers are prioritizing gifts like adventure experiences, wellness retreats, and travel.
• Outdoor Equipment Sales: Everything from hiking gear to skiing equipment is in high demand.
• Sustainability Focus: Eco-friendly, durable gear and services that give back are most popular this time of year.

 

The holiday surge is particularly noticeable in retail, travel, and entertainment sectors, which often see their highest revenue during this period.  In addition, there is a tug at the heartstrings of consumers, and they are more likely to contribute during end-of-year giving campaigns.

All these holiday spending projections indicate a prime opportunity for tour operators, lifestyle brands, and outdoor recreation organizations to tap into consumer demand through thoughtful holiday marketing campaigns.  Now is the time to gather the wagons and get creative!

 

 

The 4 Best Channels to Advertise Your Holiday Marketing Campaigns

 

Choosing the right channels for your holiday marketing campaigns is essential for reaching your target audience.  Especially during the busy holiday period!  Here are the top options that travel operators, outdoor and lifestyle brands should consider for the holidays:

 

1. Social Media Ads

Save a portion of your marketing budget to run more robust ads around the holidays instead of spending on social ads year-round.  Use Meta Business Suite to set up social ads across Facebook, Instagram, and all Meta platforms.

Keep in mind, Facebook is great for reaching an older demographic (45–60+ years old) who might be purchasing high-dollar travel or tour packages as gifts.  Instagram, however, is ideal for a slightly younger demographic who may be searching for discounts during Black Friday and Cyber Monday sales for items $200 or less.  Finally, use TikTok to appeal to younger audiences, with video tutorials, gear reviews, or family adventure stories that resonate.

For your holiday marketing campaign assets, begin collecting visually appealing festive product shots and holiday-themed storytelling.  Lean on user-generated content by reaching out to your brand ambassadors to create holiday collaborations!

 

2. Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

As people search for gifts for mom, dad, or the family pet, using Google Search Ads, PMax Campaigns, and good SEO can help get your products in front of those holiday shoppers.  Set up ads using keywords and key phrases to target those searching for the best gifts for outdoor lovers (yes, we’ve written a blog about this!), or last-minute holiday travel deals.  Write a blog with key phrases you want to rank for like ‘best ski holiday packages’ and ‘winter vacation spots’!

 

Here’s a list of some other favorite key phrases you might want to start ranking for:

Gift Shopping & Ideas

• “Best holiday gifts for [specific person: mom, dad, kids, boyfriend]”
• “Unique Christmas gift ideas”
• “Last-minute holiday gifts”
• “Personalized gifts”
• “Gift cards online”

Deals & Discounts

• “Black Friday deals”
• “Cyber Monday deals”
• “Holiday sales”
• “Best online holiday shopping sites”
• “Cheap holiday flights”

Holiday Travel

• “Best winter vacation spots”
• “Holiday travel tips”
• “Holiday travel deals”
• “Warm places to visit in December”
• “Christmas market trips”

 

3. Email Marketing

That email list you’ve worked so hard to build is priceless.  Email remains one of the highest-converting channels for holiday promotions.  Outdoor brands, travel agents, and tour operators can create segmented campaigns based on past purchases, open rates, or reward their most frequent customers with an extra discount during the holidays!

If you are running a holiday fundraising campaign, email is your best friend in this effort.  Ensure you have a holiday marketing campaign strategy for Giving Tuesday!  Create engaging storytelling around the impact someone can have if they make a tax-deductible donation before the year ends.  Read more about why end-of-year giving is so important for non-profits and learn more about the best 501c3 organizations in the outdoor industry!

 

4. Tap into Brand Ambassadors & Partners for Holiday Marketing Campaigns

Partnering with outdoorsy and adventure-driven brand ambassadors as you enter into the holiday season can be highly effective, especially when promoting travel or adventure experiences!  Ambassadors can create authentic content, showcasing their trip with you, or using your products in a festive and engaging way.  Read more about how to find the right ambassadors and content creators for your brand! 

When it comes to brand partnerships and affiliate marketing, consider partnering with bloggers, podcasters, and industry publications or websites that specialize in adventure travel.  Find out if they will be putting out a holiday gift guide!  Create a collab with a special offer for their listeners or readers!

 

5 Holiday Marketing Campaign Themes and Trends

 

Understanding the trends shaping holiday marketing campaigns can give you a competitive edge.  Here are some key themes to consider as you plan your copy, images, and graphics:

 

1. Sustainability and Ethical Marketing

Consumers are increasingly concerned about the environmental impact of their purchases.  Highlight eco-friendly practices, sustainable materials, and ethical production in your messaging.  Emphasize durability, repair services, and recyclable packaging in your holiday promotions.

 

2. Personalization

Tailor your holiday promotions to individual consumers.  Use customer data in Mailchimp or your preferred email marketing platform to send personalized product recommendations based on previous purchases or browsing history.  Did you just sell someone a pair of skis?  Maybe they need a new ski bag, ski straps, or mounts for their car.

 

3. Early Shopping

With concerns about shipping delays and inventory shortages, consumers are shopping earlier each year.  This trend began during the pandemic and is expected to continue in 2024/2025.  Therefore, plan and launch holiday campaigns earlier.  Offer “early bird” discounts and encourage customers to buy now to ship to their loved ones before the holiday rush.

 

4. User-Generated Content

Customers trust other customers.  Encourage your audience to share their adventures, and tag your products or your tour on social media!  Offer incentives, such as a chance to win a prize or a special discount.

 

5. Experience Over Products

Many consumers, especially millennials and Gen Z, are prioritizing experiences over physical products.  If your brand offers adventure tours, guided experiences, or workshops, market them as the ultimate holiday gift.  Highlight how these experiences create lasting memories and unique moments rather than just things.

 

5 Unique Holiday Marketing Campaign Ideas

 

To stand out as a special snowflake in a crowded holiday market, consider these creative marketing strategies:

 

1. “Adventure in a Box” Gift Packages:

Bundle your most popular gear and accessories into holiday gift packages.  Create themed bundles like “Winter Biking Essentials” or “Ski Adventure Package,” offering them as ready-to-go gifts for outdoor enthusiasts.

 

2. Gift Cards for Activities + Experiences:

Promote gift cards, not just for gear, but also for experiences, such as guided tours, adventure trips, or lessons.  If you do not have digital gift cards set up for sale on your website yet, do it now!  This allows your customers to give the gift of adventure, which can be a more personalized and memorable gift option.

 

3. Holiday-Themed Giveaways:

Run a social media giveaway that encourages users to share their favorite outdoor holiday moments. This can drive engagement and increase brand visibility.  Consider offering a prize like a free tour or a premium outdoor gear set.

 

4. Christmas Gift Guides:

Besides pitching industry publications to cover your offerings in their gift guide, develop your own holiday gift list!  An online holiday gift guide can make it easier for customers to find you in search.  In addition, a Christmas gift guide can help you build partnerships with like-minded brands by featuring them on your Christmas wish list!

 

5. Seasonal Outdoor Events:

Host or sponsor outdoor events during the holiday season.  Ideas might include a winter hike, nighttime bike ride, polar bear swim, snowshoeing excursion, Christmas market, or outdoor photography workshop.  Make it festive by asking attendees to don lights on their bicycles or wear ugly Christmas sweaters!  These events not only promote your products in action but also create community engagement and share that holiday spirit!

 

Final Thoughts on Holiday Marketing Campaigns

 

For travel, wellness, outdoor recreation, and lifestyle brands, the holiday season offers a significant opportunity to drive sales and engage with consumers.  By understanding the expected spending patterns, leveraging the right marketing channels, and staying ahead of trends, you can create a holiday marketing campaign that resonates with your audience and boosts your brand visibility.

Set your brand apart this holiday season and be creative in your approach!  Here are a few more blogs with festive strategies and marketing campaigns that you can use this winter:

• Giving Back: Make a Gift That Supports Your Favorite Outdoor Non-Profit
• Gifts for Outdoor Lovers: The Best Gifts for the Adventurer in Your Life
• How to Promote a Fundraising Campaign
• Email Marketing: The Do-It-Yourself Guide to Sending Better Emails

 

Thanks for reading and happy gift-giving season!

Meredith, Top Rope Media