Christmas doesn’t mean the same thing to everyone. For some, it’s a time of tradition and family; for others, it’s an opportunity for strategic shopping or even an excuse to disconnect. As marketing professionals, understanding how our customers experience this season is key to designing campaigns that truly resonate. Creativity isn’t enough—we need to go further, anticipate our audience’s expectations, and align our strategies with what they genuinely value.
But here’s the big question: how do we achieve that? The answer lies in leveraging consumer insights. These not only help us better understand our audience but also detect behavioral patterns and emerging trends that can set our holiday campaigns apart.
Why is knowing your customers’ preferences so important?
Every Christmas brings new priorities and trends. Just a few years ago, sustainability was an interesting topic; today, it’s a key criterion for consumers. Suchard understood this perfectly in 2023, adapting its holiday campaign to highlight values like tradition and environmental respect.
Moreover, not everyone experiences Christmas the same way. While younger generations like Gen Z prioritize unique experiences or personalized gifts, Millennials seek purposeful products, such as eco-friendly options. OfficeMax’s 2006 “Elf Yourself” campaign became a viral sensation by blending humor and interactivity. The campaign allowed users to upload their faces onto dancing elves, creating personalized videos that resonated with people of all ages and backgrounds, fostering strong engagement with diverse audiences during the holiday season.
Then, there are emotions: solidarity, nostalgia, joy, etc. Each feeling presents an opportunity to connect with your audience. Coca-Cola’s 2023 holiday campaign, “The World Needs More Santas”, captures the magic of the festive season by encouraging everyone to embrace the spirit of giving. Through touching narratives, the campaign inspires people to make small, meaningful gestures that bring joy and solidarity to their communities, highlighting how we can all embody the role of Santa in our own way.
How consumer trends at Christmas have evolved
The way we celebrate and shop during Christmas has changed dramatically over the decades. From traditional shopping in physical stores to digital personalization and the rise of sustainability, these trends offer a broad perspective on the evolving market. However, let’s not lose sight of a key point: these are just generalizations. Each brand, sector, and audience experiences Christmas differently. That’s why it’s essential to go beyond global trends and invest time in understanding your specific audience.
Because what works for others won’t always connect with your customers. Let’s explore these transformations as a starting point to reflect on how Christmas can vary depending on the era, generation, or cultural context.
1. From tradition to digital
From the iconic Coca-Cola holiday campaigns of the 1980s and 1990s, which became synonymous with the festive season by emphasizing values like family and celebration—featuring the beloved illuminated trucks traversing snowy landscapes—to the 2000s, when e-commerce giants like Amazon revolutionized shopping habits, the way we experience and consume Christmas has evolved significantly. Over the last decade, sustainability and personalization have taken center stage. Platforms like Wallapop have popularized circular economies and second-hand markets, reflecting new consumer priorities.
2. Generational differences
Christmas shopping habits vary greatly between generations. Baby Boomers often prioritize sentimental gifts and prefer in-store shopping. Meanwhile, Generation X and Millennials dominate online commerce, valuing experiences and ethical products. In contrast, Gen Z seeks authentic brands aligned with their values, showing a strong preference for transparency and corporate social and environmental responsibility.
3. Cultural influence
Holiday celebrations reflect the unique cultural nuances of each region. In Spain, local traditions like the Three Kings’ Day have blended with global phenomena such as Black Friday, which kicks off the Christmas shopping season. In the UK, emotional storytelling in campaigns like John Lewis’ has become an annual tradition that heralds Christmas. Meanwhile, in China, Christmas is primarily celebrated as a commercial event, with platforms like Alibaba leading seasonal sales.
These general examples provide a framework to understand how global and cultural trends affect consumption. However, the real key lies in complementing this knowledge with regular market research to delve deeper into the specific needs of your audience and make well-informed strategic decisions.
Market Research: The key to making a difference at Christmas
To truly connect with your customers, you need more than intuition—you need data. This is where market research comes into play. And we’re not talking about a single annual analysis but working with tools that allow you to gather insights continuously, almost in real time.
- Agility in decision-making
Imagine launching a new product line. With an agile tool, you could test messaging in under a week and adjust before the big launch. This isn’t science fiction; it’s what leading brands are doing with their holiday campaigns. - Fine-tuning your message
Before launching your campaign, why not validate concepts with your audience? This allows you to refine details so everything—from the slogan to the packaging—resonates with your audience. - Predicting emerging trends
Data doesn’t just help you understand what your customer wants now; it also helps you anticipate what they’ll want tomorrow. In a dynamic market like today’s, this is a critical competitive advantage.
Conclusion: Design a memorable Christmas for your customers, however they celebrate it
Christmas isn’t just a sales opportunity; it’s a chance to strengthen relationships with your customers. With the right tools and a strategy based on real insights, you can design campaigns that are not only effective but unforgettable.
At Zinklar, we understand that data isn’t the end goal—it’s a means to connect with people more humanly. If you want to discover how to take the next step in your strategy, we’re here to help. Are you up for the challenge?
