When do the holidays start?

In This Post 

The holiday marketing season starts earlier every year – but when should brands really begin their campaigns? This post explores how marketers can time their seasonal activations, why early holiday buzz is winning, and what it means for consumer behaviour.

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. For marketers, the real question is less “when do the holidays start?” and more “when should we start our holiday marketing campaigns?” Getting the timing right can mean the difference between feeling like part of the magic or adding more noise to an already crowded season. We’ve seen a similar tension in other seasonal marketing microtrends, where brands risk overdoing it in the name of relevance. But first, let’s rewind, to when Christmas started after Remembrance Day (and felt richer, warmer and more magical for it).

Tis the season — how holiday marketing used to feel

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. That shift mirrors how marketing in general has sped up, with brands reacting to trends faster than ever.

“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, climate change and the fading “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. That gap between the marketed fantasy and the real season is where thoughtful holiday marketing strategy becomes essential. We see the same gap in other areas of branding, when campaigns chase aesthetics or virality without reflecting what people are actually living through. 

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? 

When should brands actually start their holiday marketing?

There isn’t one universal date when holiday marketing should kick off – but there are a few useful guardrails. Before the pandemic, the holiday shopping season tended to start in November or even early December. More recently, October sales events and shipping anxiety have pulled the holiday sales season forward. 

For most brands, a good rule of thumb is:

• Plan your holiday marketing strategy in late summer. Use August and September to lock in offers, creative and inventory so you’re not scrambling once Black Friday messaging begins.
• Start light holiday marketing in October. Think: wish lists, gift guides, “save the date” for sales, and subtle seasonal branding – not full-on “last chance!” language.
• Dial up your holiday campaigns in November and early December. This is when your more visible holiday marketing campaigns and hero creative should land, supported by email, paid social and in-store experience.

The right timing also depends on your category. Travel, big-ticket items and custom products often need earlier pushes; everyday consumer goods can afford to lean in closer to December. What matters most is that your holiday campaigns feel intentional and paced — not like you flipped a switch from zero to Santa overnight.

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. The words you choose matter as much as the visuals; great seasonal copy should feel warm and human, not like it was churned out by a template. Together, these choices form a cohesive holiday marketing campaign instead of a random flurry of posts and promos.

Where Holiday Campaigns Go Next

It’s worth noting here that starting early is key for getting ahead as a brand in the Christmas market. If you’re wondering when to start holiday marketing, the answer is: probably earlier than feels comfortable — but not so early that you break trust with your audience.

Looking to get ahead and create a killer holiday marketing campaign that will set your brand apart this season? We’re here to help. As a digital marketing agency in Toronto, we help brands build seasonal strategies that feel human, grounded and effective — online and IRL. Talk to us about your holiday marketing today.