10 Proven Holiday Marketing Campaigns to Boost Sales in 2025
10 Proven Holiday Marketing Campaigns to Boost Sales in 2025
Written by
Rishi Malhotra
rishimalhotra
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> Blog > Holiday Marketing Campaigns 2025

10 Proven Holiday Marketing Campaigns to Boost Sales in 2025

Published : August 22, 2025

The holiday season is no longer just about festive jingles and twinkling lights; it’s a pivotal time for businesses to connect with customers and significantly boost sales. With holiday spending expected to reach new heights in 2025, the competition will be fiercer than ever. To rise above the noise, you need more than just a “Happy Holidays” banner on your website. You need to craft clever, data-driven holiday marketing campaigns that resonate with your audience and turn festive cheer into tangible results.

This is your definitive guide to crafting a high-performance 2025 holiday marketing campaign strategy. We’ve analysed the most successful campaigns from the 2024 season to extract ten actionable, battle-tested ideas. From leveraging AI-powered personalisation and mastering TikTok Shop to building unshakeable customer loyalty, this playbook will equip you with the insights you need to boost conversions, increase customer lifetime value (CLV), and make this your most profitable Q4 ever.

Understanding the Holiday Market in 2025

The 2025 holiday season is shaped by a mix of economic caution and a continued desire for festive indulgence. Here are the key trends you need to know for designing an impactful holiday marketing campaign:

  • Holiday Spending Soars to New Heights: Despite economic pressures, retail sales in 2025 are projected to reach a staggering $5.48 trillion. Online sales are a huge driver of this growth, expected to increase by 7% to 9% to as much as $1.60 trillion. For major holidays like Christmas, a remarkable 80% of shoppers plan to spend over $100.
  • The Early Bird Gets the Deal: Forget the last-minute rush; holiday shopping in 2025 starts earlier than ever. October is now a key month for holiday shopping, with a 4-point increase in shoppers starting their spree compared to 2024. Even September is seeing a 6-point jump. This extended shopping season means you need to launch your holiday marketing campaigns earlier to capture early-bird shoppers.
  • The Rise of the Value-Conscious Shopper: With 72% of consumers concerned about the rising cost of living, shoppers in 2025 are more strategic and value-conscious. They are spending more time researching, actively seeking out deals, and even trading down to more affordable alternatives. This makes promotions, discounts, and clear value propositions more important than ever.
  • Mobile and Social Commerce Take Over: The shift to online shopping continues to accelerate, with 82% of holiday shopping expected to happen online in 2025. Mobile commerce is leading the charge, having accounted for $131.5 billion in US retail sales during the 2024 holiday season. Social commerce is also a force to be reckoned with, as 17% of shoppers will use social media to make holiday purchases in 2025.
  • AI is Your New Holiday Helper: Artificial intelligence is revolutionising the shopping experience. In 2025, at least half of all North American shoppers will use AI for everything from product discovery and product recommendations to making the final purchase. AI is no longer a futuristic concept; it’s a crucial tool for delivering the hyper-personalised experiences that modern consumers expect.
  • Experiences Over Possessions: While gift-giving is still central to the holidays, there’s a growing trend towards valuing experiences over material goods. A significant 58% of Americans would rather spend their money on creating memories. Brands that tap into this desire for experiences through events, workshops, or unique giftable experiences will have a competitive edge.

Top Ten Holiday Marketing Ideas to Take Inspiration From

1. e.l.f. Cosmetics’ “Gift-Tok Shop” Live Events

Channel: TikTok Shop & Creator Collaborations

Instead of just running ads, e.l.f. Cosmetics dominated TikTok Shop by partnering with a fleet of beauty creators for a series of multi-hour “Gift-Tok” live shopping events throughout the 2024 holiday season. These events featured exclusive holiday bundles, real-time product demos, and flash sales only available during the live stream.

Why it works: This holiday marketing strategy met shoppers exactly where they were spending their time. The creator-led format felt authentic and entertaining, not like a sales pitch. The built-in scarcity of live-only deals drove massive impulse purchases and community engagement, leading to several products going viral and selling out.

Tips for better holiday marketing campaigns:

  • Identify key creators in your niche and co-create a live shopping event on a platform like TikTok or Instagram.
  • Create exclusive product bundles or limited-edition items available only through your social commerce channels.
  • Promote live events across all channels (email, SMS, other social media) to drive viewership and participation.

2. Gymshark’s “Black Friday: The Lift List”

Channel: App, Email, Social Media

For its 2024 Black Friday event, Gymshark created “The Lift List,” allowing customers to browse all the upcoming sale items and build their personal wishlist in the app days before the event began. When the sale went live, they received a push notification to instantly add their entire pre-selected list to their cart for quick checkout.

Why it works: The brilliant holiday marketing campaign built massive hype and turned passive browsing into active planning. It reduced friction at the moment of purchase, preventing popular items from selling out while a customer was still browsing. It also gave Gymshark invaluable data on which products would be the most popular.

Tips for better holiday marketing campaigns:

  • Launch a “Sale Preview” section on your site and allow users to create and save a wishlist before your big sale.
  • Offer “early access” to your email subscribers or app users to shop their wishlists an hour before everyone else.
  • Use push notifications and SMS to alert shoppers the moment the sale begins, with a direct link to their pre-built cart.

 3. LEGO’s “Holiday Gift Builder” AR Experience

Channel: App & Mobile Website
LEGO enhanced its 2024 holiday shopping experience with an augmented reality (AR) feature in its app. Customers could select a LEGO set and use their phone’s camera to see a fully built, true-to-scale 3D model of the set on their living room floor, helping them visualise the final product and its size.

Why it works: The AR feature was both fun and practical. It created a “wow” moment for kids and parents alike, making the shopping experience interactive. More importantly, it answered key questions about the product’s size and complexity, increasing buyer confidence and reducing the likelihood of returns.

Tips for better holiday marketing campaigns:

  • If you sell products where size and fit are important (e.g., furniture, art, large electronics), explore implementing AR “View in Your Room” technology.
  • For apparel or beauty, leverage AR for virtual try-on features to increase conversion.
  • Promote your AR features as a key part of your holiday campaign to differentiate yourself from competitors.

4. Fenty Beauty’s “Holiday Drop” SMS Campaign

Channel: SMS & VIP Email

Fenty Beauty treated its 2024 limited-edition holiday collection like a high-demand sneaker drop. They built anticipation for weeks, then announced the exact launch time exclusively to their SMS and VIP email lists, giving these subscribers a 15-minute head start before the collection went live to the public.

Why it works: This holiday marketing campaign used exclusivity and urgency to create a massive sales spike. It made subscribers feel like valued insiders and leveraged the immediacy of SMS to drive instant action. The limited-time head start ensured the collection would be a sell-out success.

Tips for better holiday marketing campaigns:

  • Create a limited-edition holiday product or bundle.
  • Build a VIP list through your SMS and email sign-ups and promise them exclusive access.
  • Use SMS for your most time-sensitive announcements, like the moment a sale or exclusive product goes live.

5. Casper’s Holiday Campaigns

Channel: Email (AMP)
Casper’s holiday marketing campaigns stand out by using rich, interactive emails that mimic an app-like experience. For instance, they’ve used interactive toggles and clickable elements that create a dynamic experience right in the inbox, breaking the monotony of typical holiday emails.

Why it works: This approach grabs attention in a crowded inbox and removes friction from the customer journey. By bringing web and app functionality directly into the email, Casper allows customers to browse, shop, and engage without needing to click through to another site.

Tips for better holiday marketing campaigns:

  • Enable customers to explore festive products and purchase directly from their inboxes. This enhances customer engagement and makes your campaigns more memorable and effective.
  • Leverage rich media messaging and AMP emails to create shoppable experiences. Incorporate components like product carousels, toggles, and one-click purchasing to streamline the buying process.
  • Ensure that no matter how interactive your email is, its design and tone align with your brand’s identity for a cohesive experience.

Did you know? Netcore’s AMP email helped Photobook Worldwide drive 400% ROI, increase interactions by 860%, and reactivate 100K+ dormant users. 

6.Boohoo’s “Early Bird Campaign”

Channel: Email

Boohoo is a master of creating buzz with early holiday promotions. By launching their Christmas campaigns well in advance, they build anticipation and capture the attention of eager early-bird shoppers.

Why It Works: This strategy captures the budget and attention of organised shoppers who start their hunt in October. It also helps with inventory management by spreading demand over a longer period.

Tips for better holiday marketing campaigns:

  • Launch your holiday campaigns in September or October to align with the new peak shopping period.
  • Offer exclusive “early bird” discounts to your subscribers to make them feel valued.
  • Share sneak peeks and teasers of upcoming sales to keep customers hooked.
  • Use countdown timers in your emails and on your website to create a sense of urgency.

7.Patagonia’s “Don’t Buy This Jacket”

Channel: Multi-channel (Print, Web, Social)
Patagonia’s “Don’t Buy This Jacket” campaign is a legendary example of counterintuitive marketing. By urging customers to consider the environmental impact of their purchases and to buy less, Patagonia powerfully reinforced its core values of sustainability and anti-consumerism.

Why It Works: Authenticity builds deep, emotional connections. Especially younger audiences, align with brands that share their values. A purpose-driven campaign fosters a strong sense of community and long-term loyalty that transcends seasonal sales.

Tips for better holiday marketing campaigns:

  • If your target audience values sustainability or social responsibility, make these central to your holiday messaging. Highlight your eco-friendly practices or charitable initiatives.
  • Instead of just pushing discounts, prompt your customers to think or act. Use your platform to start a conversation about consumption, giving, or community.
  • Use segmentation tools to target customers based on their demonstrated values and preferences, enhancing engagement and boosting customer lifetime value (CLV).

8. Puma’s “Last-Minute Magic”

Channel: Email

Puma’s last-minute email campaign, with a subject line like “Order before 2 pm EST for FREE overnight shipping,” is a masterclass in creating urgency and solving a common customer problem.

Why It Works: Even with early shopping trends, there will always be a segment of last-minute shoppers. A well-timed, high-urgency campaign with a clear solution (like express shipping) can be incredibly effective at converting procrastinators.

Tips for better holiday marketing campaigns:

  • Communicate shipping deadlines for holiday delivery across your site and emails.
  • Use bold, eye-catching visuals and a clear call-to-action focused on speed and convenience.
  • Segment your audience to specifically target those who have shown interest but haven’t yet purchased as the deadline approaches.

9. Macy’s Holiday Parade Campaign

Channel: Multi-channel (Live Event, TV, In-Store, Web)
Macy’s iconic Thanksgiving Day Parade turns a shopping event into a nationwide festive celebration that captures the spirit of the season. The event builds an enormous emotional connection with families, which translates into foot traffic and online sales.

Why It Works: Macy’s success lies in merging entertainment with shopping. This doesn’t just sell products—it creates lasting memories and traditions for families, strengthening emotional ties and making the brand synonymous with the holidays.

Tips for better holiday marketing campaigns:

  • Create memorable experiences by merging entertainment with shopping, such as hosting a live shopping event with an influencer or a fun virtual workshop.
  • Build emotional connections with interactive elements like countdowns to your big sale, social media giveaways, and personalised holiday greetings.
  • Use advanced segmentation to tailor messaging and deliver exclusive offers through channels like push notifications, email, and WhatsApp to build anticipation for your own holiday “main event.”

10. Target’s “Holiday Price Match Guarantee”

Channel: Multi-channel (In-Store, Web, App)
To combat shopper anxiety about finding the best deal, Target heavily promoted its “Holiday Price Match Guarantee” throughout the entire 2024 season. They guaranteed that if a customer bought an item and the price at Target or a competitor dropped lower before Christmas Eve, they would refund the difference.
Why it works: This masterfully removed the biggest barrier to early holiday shopping: the fear of missing out on a better deal later. It gave consumers the confidence to buy early and often, locking in sales for Target long before the Black Friday rush and building immense trust.

Tips for your 2025 holiday campaigns:

  • Consider implementing a price match guarantee for the holiday season to encourage early purchases.
  • Clearly and frequently communicate this policy across your homepage, product pages, and email campaigns.
  • Promote “Buy Now, Pay Later” options prominently to further reduce the financial friction of buying now.

Conclusion

The winning formula to a successful holiday marketing strategy is no longer a secret; it’s a strategic blend of AI-driven personalization, authentic omnichannel engagement, and value-based storytelling that resonates with today’s savvy consumer.

The campaigns that triumphed in 2024 didn’t just sell products—they built community on social media, removed friction with interactive technology, and earned trust through transparency and purpose. Take these lessons and make them your own. Start planning now, put your customer at the centre of your strategy, and leverage the right tools to create seamless, memorable experiences. This is your moment to not just compete, but to captivate, convert, and build lasting customer relationships that will drive growth long after the holiday lights come down.

Don’t leave your most important quarter to chance. Schedule a personalised demo with us to build your most profitable holiday campaign yet.


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Written By: Rishi Malhotra