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!

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!

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!

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.

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:

• 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 Caccese McConvill, Top Rope Media

HOW YOUR EMAIL MARKETING WILL BE AFFECTED BY APPLE IOS 15

EMAIL MARKETERS NEED TO PLAN FOR CHANGE

Email marketing is one of the top marketing tools for many outdoor and lifestyle brands.  Why?  Because email campaigns are more than 40 times more effective than social media!  So, when we heard about the increased privacy protection Apple was planning to roll out with the iOS 15 update, we began writing this blog post to share what we’re seeing, and how we recommend you adapt!

Yes, increased privacy policies make our job as a digital agency more challenging.  But, it helps put consumers back in charge of their data.  We saw these types of changes begin when the EU rolled out the GDPR: the General Data Privacy Regulation in 2018.  And, we’ll no doubt continue to see more of this to help individuals decide if, when, and how their private information is shared online.

When Apple iOS 15 TakeS Effect 

In June 2021, Apple made announcements of how they would be increasing email privacy protection for those that use an Apple device.  So this means iPhones, iPads, Mac computers.  Basically anyone using Apple products.  Rollout of these new email privacy protection changes began in late September 2021 when the iOS 15 update was made available for all users. 

what is changing?

With the rollout of Apple’s iOS 15 update, anyone that uses an Apple product will have the option to select 3 new and different ways to protect their identity online.  First, will be while using email through Apple Mail.  Second, will be entering email addresses to a form or email newsletter opt-in.  And finally the third privacy protection feature can be used while browsing the web.  Below is a breakdown of each. 

1. Apple Mail new privacy protection

Once iPhone, iPad and Mac computer users update to iOS 15, they will be asked to choose from 2 options upon opening their mail via Apple Mail:

1. Do you want to protect your mail activity?  Meaning hide your IP address and privately load all remote content.  Or…
2. Don’t protect mail activity.  Show IP address and load any remote content directly on your device.

Basically, Apple’s new mail privacy protection works by hiding your IP address and loading remote content privately in the background. Even when you do not open the email.  This makes it harder for businesses to follow mail activity from Apple mail users.

For email marketers, you will see a higher than normal open rate from anyone that uses Apple mail.  Even if they never open the email you sent them, your mail program may show that they’ve opened it.

2. Hide My Email

With the new iCloud+ subscription, at just an additional $0.99 a month in the U.S., users can opt-in to even more privacy features.  One such feature is titled Hide My Email.  And, it does exactly that, allowing you to use a fake email address when you sign up for a newsletter or fill out a form on the web. 

The Hide My Email feature is built into Mail, Safari, and iCloud settings.  It enables you to instantly create a fake email address that will forward to your real email address.  So, email marketers will not know your real email address, unless you choose to share it with them.  

3. iCloud Private Relay

In addition, to Hide My Email, there is also iCloud Private Relay.  This functions like a VPN so your IP address is hidden while you search the web.  

iCloud Private Relay will serve as an additional cloaking feature, so all traffic leaving your Apple device will be encrypted.  It will use two separate internet relays so that no one can use your IP address, location, or track your browsing activity to create a detailed profile of you.  iCloud Private Relay is currently still in Beta testing mode as of October 2021. 

What This Means for Email Marketing and beyonD

You can begin to see how these changes by Apple will not only affect email marketing, but also your website traffic data, and applications like Google Analytics and Google Ads. 

We’ve already begun to see this with the new Facebook and Instagram privacy policy changes that rolled out this Fall.  If you haven’t read up on the latest, the Washington Post did a great job of summarizing it in their ‘Facebook Privacy Settings to Change Now’ article.  

How will Apple iOS 15 affect my email campaigns?

increase in EMAil open rates
 

As we mentioned, emails sent to Apple Mail users that are on your email list will show as opened.  Even if they NEVER opened your email.  In addition, if you use A/B testing, or list segmentation, this will certainly skew your campaign results, automations, and other email sequences.

How to cope with inflated open rates?  Well, first of all, look more closely at your email list.  How many people on your email list are actually opening from Apple Mail or an iPhone?  Not sure where to find this?  In Mailchimp, go to Audience -> All Contacts -> Overview.  Scroll down to Top Email Clients.  Here’s where you will see what mail applications users on your list are opening campaigns from.

In the example below, 9.8% of users are opening email on their Mac using Apple Mail.  But then, look to the left for mobile opens.  34% are opening from an iPhone.  So combined that’s 43.8%, almost half of your email subscribers.  However, do not discount the other 46.2% of openers.  These potential customers will still continue to give you valuable data!           

Where to Shift Focus within your Email Marketing strategy

Since open rates are not the only data point you should be looking at, here’s a few other areas to focus on when reviewing your email marketing: 

1. Click Through Rates– Have your click-through rates changed?
2. Total number of Clicks– What does your click count or click map look like?  What items are most important to your readers? 
3. Unsubscribes and Bounces– are these the same as past email campaigns?  Higher or lower?
4. Subject Line and Preview Text- now is really the time to word-smith those subject lines and the preview text, and review your past campaigns to see which ones have performed best!

How is Mailchimp Handling this Change to Email Marketing?

While everyone is still adjusting to these new privacy features from Apple, Mailchimp has already begun to make changes that will help you dial in your email campaigns.  One of the new features Mailchimp has added to its platform to help you better optimize your email campaigns for success is called Content Optimizer. 

Within your Campaigns, click on View Report, then scroll down to the new Content Optimizer section.  Here Mailchimp will show you how your campaign performed in 4 areas: Skimmability, Text & Visuals, Links and CTAs, and finally, Typography.  From here, you can view a full report on each area, with tips on how to improve your email!

more ideas for how to cope with the change

Keep in mind, other email clients may soon follow suit with their own privacy protection changes.  So, in addition to focusing on email marketing metrics, now is a good time to review all the potential ways you can distribute your content. 

What do we mean by content distribution?  Here are a few ideas: a blog post shared to Reddit or Medium, LinkedIn, Pinterest, Podcasting…Need a refresher?  Click below to read some of our recent posts on lead generation, sending better emails, and best social media practices.

is email marketing still effective?

Yes!  Whether selling surf lessons or snowboards, email marketing is a channel that will convert your fans into customers faster than Facebook or Instagram. 

• Two-thirds of customers have made a purchase as a direct result of an email marketing message.

   

• When it comes to customer acquisition, email is 40X more effective than Facebook and Twitter combined.

   

• Globally, for every $1 spent on email marketing it returns $36. That is a 3600% ROI!

Therefore, this change that Apple has instituted will certainly affect your email marketing results.  But it should not be the only way you are reaching out to potential customers.  Need help with content creation or email marketing?  Drop us a line!

Until next time, happy emailing,

Meredith