Holiday Marketing Campaigns: Tis the Season to Sparkle

We just went to our first Christmas Market here in Europe, and it’s barely November 15th! The festive piazza in Asti was packed with little wooden cottages, each decorated in red, white, and green. The smell of cinnamon, evergreen, and fresh Christmas pastries wafts through the chilly evening air. Personalized stockings and ornaments, mugs of mulled wine, and a little bit of holiday cheer. Small, local brands with well-designed holiday marketing campaigns are capturing seasonal shoppers, and you can too.

We all remember those Budweiser holiday ads with the majestic Clydesdales pulling a Budweiser carriage through snowy landscapes. The Hershey’s kisses in Christmas tree formation, ringing out ‘We Wish You a Merry Christmas’ with the last kiss ringing the hardest, then wiping his ‘brow’ with the little Hershey logoed paper. 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.

Shopping Holidays: Black Friday, Cyber Monday, Small Business Saturday, and Giving Tuesday

Black Friday, the day after Thanksgiving, and Cyber Monday, the Monday following Thanksgiving weekend, are still heavy hitters when it comes to holiday sales. In Italy and the rest of Europe, Thanksgiving is not celebrated. It’s a normal workday with no traditions, no turkey, no long weekend. However, there are still promotions for Black Friday and Cyber Monday sales! Therefore, if you are targeting an audience outside the U.S., include Black Friday and Cyber Monday in your marketing strategies.

In addition, there are several other ‘shopping holidays’ you can take advantage of:

Small Business Saturday: Started by American Express, encourages you to ‘Shop Local’
Giving Tuesday: The Tuesday after Cyber Monday is a day for non-profits to start their end-of-year campaign push.
Women-Led Wednesday: Supporting Women-owned businesses.

With so many opportunities to create a promotion that aligns your brand with the holidays, it is time to roll up your sleeves and get creative! Our Holiday Marketing Campaign Guide is packed with lots of ideas you can start using today. We’ve included holiday spending projections, top advertising channels, seasonal themes, pop-up events, and more. Don’t wait for the snow to fall to start planning. Let’s start under the mistletoe trailhead together!

outdoor gift ideas christmas holiday marketing campaigns

Holiday Spending Projections in the U.S. and Europe

This year’s holiday spending is expected to continue an upward trend, but this is in part due to inflation, not just increased spending. Total U.S. holiday retail sales are projected to hit $1.01–$1.02 trillion. That’s a 3.7%–4.2% increase compared to last year. Spending on gifts for yourself, or ‘self-gift spending’, is up, along with spending on travel and wellness.

In Europe, holiday spending is expected to grow 3% from last year. Europeans are favoring “affordable luxuries”, such as beauty products, travel, vintage clothing, and live experiences.

Here’s more categories expected to see an increase:

Experiential Purchases: Consumers are prioritizing adventures, wellness retreats, and travel.
Outdoor Gear: Hiking gear, skiing equipment, all the gear for those family adventures!
Sustainable Gifts and Giving Back: Eco-friendly, second-hand, and gifts that give back

In addition, there is a tug at the heartstrings of consumers, and they are more likely to contribute during end-of-year giving campaigns. If you haven’t read our giving back blog, ‘Make a Charitable Donation and Get a Tax Write-Off’, bookmark it to read next!

All these holiday spending projections indicate a prime opportunity to tap into consumer demand through thoughtful holiday marketing campaigns. Now is the time to gather the wagons and get creative!

holiday marketing campaigns

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”
“Shop Small and Save”
“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 by making a tax-deductible donation before the end of the year. 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 outdoor 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!

holiday marketing campaigns

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:

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 2026. 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 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 a coaching clinic, market them as the ultimate holiday gift. Highlight how these experiences create lasting memories and unique moments rather than just things.

holiday marketing campaigns winter mountains

5 Unique Holiday Marketing Campaign Ideas

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

1. 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. Here’s our holiday gift guide.

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:

Thanks for reading, and happy gift-giving season!

Meredith Caccese McConvill, Top Rope Media