December is here, the New Year is rapidly approaching, and holiday marketing is in full swing. This time of year, consumers are flooded with holiday messages, promotions, and sales from every channel. Finding ways to stand out from other brands can be difficult. Consider these trends, strategies, and campaigns when planning your holiday marketing in 2023.

Diversity and Inclusivity

“Diversity, inclusion, and belonging are increasingly becoming more important to the customers you serve, even more so when they or someone in their circle is a part of a diverse group.”


Diversity and inclusivity in holiday marketing are extremely important. While over 90% of consumers celebrate Christmas, it’s not the only major holiday celebrated in December. Hanukkah and Kwanzaa combined are celebrated by 20% of consumers. Tailoring your message to each of the major holidays will help you stand out from other brands.

Hanukkah is a Jewish festival commemorating the rededication of the Temple in Jerusalem. It is observed for eight nights and days, beginning the 25th day of Kislev according to the Hebrew calendar. Because the Hebrew calendar differs from the Gregorian calendar, Hanukkah is celebrated anytime between late November and late December depending on the year. If you choose to incorporate Hanukkah into your holiday marketing plan, be sure to research the holiday and use imagery that depicts the traditions, festivities, and colors.

Kwanzaa is the annual celebration of African-American culture. It is observed from December 26th to January 1st, ending with a communal feast called Karamu. Unlike other holidays, Kwanzaa is focused on reflection and community rather than gifts. Instead of promoting sales targeted toward Kwanzaa, consider recognizing and supporting businesses and non-profits owned by African-Americans.

Another inclusivity strategy would be to take a neutral stance and not market toward any specific holidays. Focus on a winter sales campaign rather than a holiday campaign and use seasonal imagery (snowflakes, hot chocolate, etc.). Your brand will stand out by not capitalizing on any particular holiday.

Start Holiday Marketing Early

According to Mintel, 45% of U.S. adults plan to shop before Thanksgiving, and 43% shop throughout the year to take advantage of deals. In fact, 39% of U.S. adults indicated that Black Friday and Cyber Monday are not as important or relevant because there are other great deals during the holiday season.  The takeaway? Start your holiday marketing before Thanksgiving and run your promotions throughout the entire holiday season. Consumers are looking for seasonal and holiday promotions all year long, so take advantage of that!

Holiday Campaigns for Social Media

There are a variety of holiday campaigns you can run on social media throughout the holiday season. Here are some to consider:

  • Holiday Video Campaign: Videos express emotions and holiday spirit better than images, and they capture attention better than traditional posts. This can involve anything from adding holiday music to posts to Reels that showcase your deals, products, or brand.
  • Holiday Giveaway: Giveaways are an excellent way to raise brand awareness and generate leads for future campaigns. Plus, if executed properly, they can increase engagement levels and boost your analytics.
  • User-Generated Content (UGC): Get your audience to promote your brand for you! Use a hashtag campaign to get your followers to post original content about your products or services. From there, you can repost their content to your socials and tag the user that submitted it. It is a cost-effective strategy, and it is more authentic coming from people who have used and loved your brand. (Note: this differs from influencer marketing because you are not paying your followers to promote your brand.) 
  • Gift Guide: Compile a guide of your products and services. There are many approaches you can take with this. For instance, you can break down your gifts by interests (outdoorsy, plant lover, coffee fanatic, etc.). From there, you describe the products or services you have to offer for that category.

The Takeaway

Marketing during the holiday season is an opportunity to show your brand’s value, whether through gifts and services or through company culture. As you create your marketing plan for 2023, give careful consideration to how you can stand out from your competitors during the holidays. Consumers value diversity and inclusivity, and they are looking for brands that align with their values. Use the strategies and campaigns described here as inspiration when developing your holiday marketing plan.

If you need help creating an effective marketing plan, we can help! Reach out to us with any questions, concerns, or support you need to give your brand a refreshing edge.