Holiday Marketing Trends in 2020

It’s time to talk about holiday marketing trends. After all, it’s beginning to look a lot like… well, a holiday in 2020. Which like everything else this year is a little different than we’ve traditionally done things, isn’t it?

But if there’s one thing we’ve learned, it’s how to pivot, reposition ourselves, and prioritize what matters most to us. And this holiday season will be all about that as well.

This year may not be about the crowds at the mall or stores. It may not be about the full calendar of parties and cocktail hours. It may not be about the hustle and bustle at all. And maybe that’s not a bad thing necessarily.

Just as our own plans and priorities are changing so are holiday marketing trends. Some things will be different this year. Some things will be about leaning into trends that have been on the verge for a while. We are fully embracing digital and virtual experiences in lieu of traditional in-person events and so are businesses.

How Holiday Marketing Trends Are Redefining The Holiday

Holiday ads have long been a part of how we experience the season. Someone recently said they know the holidays have started officially when the Hershey’s Kisses are ringing out.

Holiday commercials can set the tone for how we experience the holiday collectively. And with certain restrictions or personal decisions to stay socially distanced this holiday season, brands are using this opportunity to tell our story as a whole.

Have you seen this Etsy commercial? It’s how we’re all feeling. And there’s something effective about knowing that a brand “gets you.”

https://www.youtube.com/watch?v=4o4eMcIe4NA

How Holiday Marketing Trends Are Simplifying

With all the heaviness that we’ve been dealing with this year, so many of us are choosing lighter, simpler approaches to life. We want to focus on what matters, and leave the trappings and stressors behind.

And brands are understanding that so they are doing what they can to make things easier. They are offering suggestions to shop early and online, to avoid the rush and to spread out expenses over time.

They are also incorporating marketing technologies in new ways, to make our experiences easier and hassle free, such as virtual visits with Santa from Chatbooks.

According to a study by Criteo, the pandemic caused many of us to rethink how we do life and make changes to improve our quality of life. Brands would be wise to lean into that, offering simplified gift giving options that support those, such as these gifts for gardeners and gardening kits, that we found on Etsy.

How Holiday Marketing Trends Are About Giving first

It’s been a tough year, that goes without saying. And major brands are understanding that finances are tight for many. Even those who may not have been directly impacted, through job loss or other stressors, are feeling uncertain about what’s going to happen in the next year. Part of the simplifying we talked about above is in our spending, which may go down this year for many.

Because they understand this global concern, many brands are putting giving first in their marketing and outreach efforts. As a voice over, I was recently given the opportunity to create this great national commercial with Walmart and Ibotta. Ibotta is giving away free Thanksgiving dinners, simple as that. These are the kinds of campaigns, with heart, that I just love to see, and be part of this time of year.

How Holiday Marketing Trends Are Going Digital

Every year, we bemoan it, but we still participate in the chaos that comes with shopping this time of year. We wait in the lines for the major deals on the big items because we deem it worth it in the end.

But this year is different. The lines aren’t worth it. The savings might not be either.

Holiday marketing trends are going digital this year and we have never been more ready for it. Yes, those Black Friday sales can still happen, without the lines, without camping in front of a store, without the crowds! This year, it’s more convenient than ever, with Black Friday deals happening over a period of weeks and online options, with pick up or delivery, available.

Let’s be honest, we’ve been waiting for the world to lean into the digital. And this year, it’s finally time. We can finally shop in our pjs, and still get the deals we crave.

Of course, more digital means more video. Brands are leveraging visual and audio talent to create videos that inspire and educate, helping customers make the most of their online experiences.

How Holiday Marketing Trends Are Highlighting Small Business

With the shut downs, local businesses are leaning on this holiday season to get them through. And for good reason. According to the CNBC report, sixty percent of shoppers plan to do at least some local shopping this year.

And now is their time to compete. Being able to offer online orders, with in-store pickups, just as well as the big box stories, is a huge boost for small business. And virtual personal shopping is on the rise, a service that small businesses can excel at.

Restaurants are getting creative, offering curbside meals and take out options they had never considered before. And it has all of us as consumers drooling. Imagine your holiday meal being catered by your favorite local hang out or watering hole. In the past, it would have seemed crazy, as many restaurants would only cater large events. But now we are getting emails from local places willing to sell you a full course holiday meal at prices similar to a sit-down meal there. Enticing, isn’t it?

Priorities This Holiday Season, More Than Ever

The holidays have always been about slowing down and remembering what’s important, but this year, it feels like we mean it. We are making hard decisions about Zoom Thanksgivings and Christmas, but we know it’s because we are putting the important things first. We can still be together even if it’s not how we thought it would be. And that’s what matters right?

And all of this slow down means more time with the people we live with, who we choose to love and maybe don’t make enough time for. More time together this holiday season is what matters most. And if brands can help us do that even better, we’re grateful.