The current marketing messages surrounding the upcoming holiday season sound less like jingle bells and more like alarms. Consumer spend is anticipated to be down, due to factors like inflation, high interest rates, and an uncertain economic climate. The presidential election is occurring November 5th, adding a layer of tension and uncertainty. And finally, the holiday shopping season is shorter by 5 days: Thanksgiving is late this year, leaving only 27 days to shop ahead of Christmas. But don’t let all this spook you – leave that to the goblins and ghouls of next month! It’s still September, after all. There’s ample opportunity to reach your target market and circumvent these challenges with the right marketing mix. 

Creators bring a powerful mix of credibility, reach, and authenticity, making them a valuable asset to any marketing strategy. In today’s ad-saturated world, consumers are increasingly wary of traditional ads, especially during the holidays, when marketing messages floof their feed. Creators, however, have the unique ability to integrate your products or services naturally into their content, building trust with their followers in ways traditional advertising often can’t match. The right creators don’t just promote—they inspire and help lighten the load for consumers, which is especially important during the hectic holiday season when trust is more crucial than ever.

This holiday season, it’s not about pushing promotions; it’s about delivering meaningful and engaging experiences that resonate with consumers’ needs. Explore more creative approaches to keep your campaigns fresh and engaging. To help spark your creativity, we’ve prepared a few thought starters to inspire your strategy this season.‍

Start Early with Micro Moments ‍

Everyone’s on the hunt for the best deal during the holidays, so consumers don’t need constant reminders about sales or stores. To stand out, focus on creating multiple micro-moments that present the perfect gift for each gift recipient - then keep showing up with a variety of options. Personalization has become a cornerstone of effective marketing, and the holiday season is no exception. Activate creators to not just promote products, but to actually curate and assist their communities’ gift giving. 

‍Embrace Unexpected Celebrations‍

While the big holiday traditions steal the spotlight, it’s the smaller celebrations and traditions that often bring the most joy. From annual Friendsgiving dinners, to a new tradition of picking out a mini tree (at the bodega), with your mini family (you and your dog), for your mini home (your first city apartment). These moments deserve their own place in the holiday narrative. Activate creators to embrace and celebrate these unique, personal traditions inspired by favorite holiday movie scenes or intimate gatherings with loved ones. Encourage them to share how they’re finding joy in these smaller, yet meaningful, celebrations—and inspire their followers to do the same.

‍Shopping Season Doesn’t End December 24‍

According to Google, during 50% of shopping occasions from December 26 - January 3 2024, shoppers were also shopping for themselves – specifically, taking advantage of sales, and discounts, wanting to buy themselves a treat, needed it / needed a replacement. Aligned with the trend of “a little treat”, this is the time to encourage consumers to shop for themselves and score serious savings. Activate creators to showcase how they’re unwinding after the hustle and bustle of the Holidays, and what products are helping them do so, encouraging their audiences to consider treating themselves to the same. ‍

In Conclusion‍

In a time of economic uncertainty and shorter shopping windows, now more than ever, it’s crucial to provide consumers with genuine, thoughtful experiences that resonate with their needs. So, let this season be about more than just sales—it’s about creating memorable moments that linger long after the holidays have passed. Unlock the power of creators, and you’ll not only navigate the challenges of this holiday season but also build lasting connections with your audience.