When do the holidays start?

When do the holidays start?

Christmas came early — again. In our latest blog, we’re breaking down the marketing behind the holiday season’s impending arrival — and why it feels like it’s starting earlier and earlier. But first, let’s rewind, to when Christmas started after Remembrance Day (and felt richer, warmer and more magical for it).

Tis the season — in movies and memories 

In the 20th century, the holiday shopping season was epitomized by Christmas movies like Nora Ephron’s cult classics (When Harry Met Sally, You’ve Got Mail) and nostalgic favourites (Home Alone, A Christmas Story). Through the soft, warm lens of these films, the holiday season was magical (and capitalistic). Large Christmas trees loomed in the background, department store windows were decked with glittering displays, malls were strung with intricate wreaths and lights. Presents were stacked high and wrapped in big bows. Everyone was in cozy pajamas at home and wore thick coats to trudge through the snow. The cold, white Christmas vision was enchanting. 

Prior to the pandemic, the traditional holiday sales period kicked off around November, or the first week of December. But supply chain disruptions caused by the pandemic resulted in holiday sales starting earlier. Now, Amazon Prime’s Big Deal Days in October seem to kick off the season. In-person shoppers also trended towards making purchases online during the pandemic, and this trend has carried through.

“It’s almost as if the year is stuck on fast-forward, and it contributes to shopper stress,” a psychology expert told USA Today.

Solastalgia and the desire for a white Christmas 

Over the past few years, Christmas and holiday decorations have started appearing in stores in October and even September — before there’s snow on the ground, if any falls at all. 

When malls put up holiday ads in October, there are groans that it’s not even Halloween yet — but when the season is in rightful swing in late November and December, there’s still a sense that it just doesn’t feel like Christmas. 

This feeling could be related to the phenomenon known as solastalgia. Solastalgia refers to “the sorrow of a whole season — and a way of life — melting before our eyes,” Vox reported.

“It’s been more than 650 days since Central Park, where snow is measured daily, got more than an inch of snowfall at one time,” the article reads. “The Great Lakes have experienced a 22 percent drop in maximum ice cover since 1973, and are frozen for a shorter percentage of the year.” 

Snowfall is decreasing all across the Northeast, as snow is increasingly replaced by rain. I remember having a snowball fight in the street three years ago. There hasn’t been enough snow to recreate that magic since. 

This element of the “white Christmas” aesthetic seems to highlight the disparity between the holiday magic marketed by brands and retailers, versus the reality of the time of year. With TikTok shop and IG influencer gift guides, there’s no escaping the pressure to purchase the perfect gifts “before it’s too late!” and Black Friday deals roll in. This pressure can feel stressful, and exhausting. 

So how can brands lean into the reality of the season, with its increasingly early start and rainy climate, without contributing to feelings of anxiety around the holidays? 

How brands can thoughtfully tap into the holiday season market 

There are a few key brands that do Christmas campaigns really well. Tim Hortons switches up their cup designs to cozy, Christmas-themed looks. Sephora’s Holiday Sale is always a must, and Bath and Body Works is known for its holiday themed candles, scents and soaps. What these big-name brands have in common is their use of thematic tones and colours, attention to detail and their ability to balance the ease of e-commerce with in-person shopping appeal. 

Brands that succeed during the holiday season create campaigns and change up their designs based on the season — and they do so for people who crave the festive, winter spirit. It makes a difference to walk around with a cute, Holiday designed cup of coffee, and to wash your hands with Apple Spice scented soap. It adds magic to your day, and evokes the feelings and memories of the season that we all cherish. 

In person experiences, like the Toronto Christmas market, and the windows of big department stores like Saks in New York, also create consumer experiences that breathe the spirit of the season into the shopping experience. Walking with a hot chocolate in hand as you browse local artisans in Toronto’s Distillery District, or admiring which brands really outdid themselves this year in the big windows of glitzy stores down 5th Avenue, fosters a sense of community in the midst of the Christmas craze that benefits brands. 

In the e-commerce space, influencers and online retailers can tap into the spirit of the season with thoughtful giveaways and campaigns that create intrigue. Giving away gift baskets, or running campaigns with a charitable touch, speak to the ethos of the holidays while generating sales, clicks and views. The details are key here: curating the right song that has the perfect jingle-bell touch to go with the right ad, and using on-brand (yet in-season) shades of red and green, are effective ways to draw eyes to your brand’s page or product. Plus, taking advantage of email marketing with strategic coupon codes, festive designs and copy is a smart and strategic way to compete with other retailers around the holidays. 

It’s worth noting here that starting early is key for getting ahead as a brand in the Christmas market. This time of year is competitive when it comes to the advertising space — you’re competing for everyone’s eyes, so cost of advertising is more expensive. 

Looking to get ahead and create a killer marketing campaign that will set your brand apart this holiday season? We’re here to help.