With the right execution, holiday marketing campaigns can be a goldmine. But seasonal advertising isn’t as simple as putting a winter snowflake or summer sun on your logo. During peak times like summer vacation and winter holidays, consumers are bombarded with extra ads. If you want to cut through the noise, your holiday marketing campaigns need to be original, compelling, and relevant – to the season and to your audience.

Whether you’re promoting a one-off Black Friday sale or a longer campaign for the summer months, your seasonal advertising needs to stand out. You’ll need to find a message that resonates for your customers and create your advertising with enough time to launch your campaign in the perfect seasonal window. So how can you plan and execute seasonal advertising that sells? In today’s blog, we’re breaking down everything you need to know for an effective holiday marketing campaign:

1. Pick Holidays & Seasons That Make Sense

Before you can create effective holiday ads, you need to figure out what makes sense for your brand. Not all seasonal windows are worth jumping on. Be strategic and focus your marketing efforts on holidays and seasons that align with your products or services.

For example, if your brand sells clothing or accessories for kids, it will make more sense to do a big “Back to School” push than a Valentine’s Day promo. But don’t restrict yourself to the most popular holidays or seasons. 

The internet and social media have given rise to many small, niche holidays like National Ice Cream Day (July 20). While these little celebrations probably aren’t on any official calendar, they’re a fun way to engage consumers beyond major holidays. Find a themed day that fits with your brand and build a holiday marketing campaign. (Bonus tip: if you’re in the food services and choose to celebrate a holiday like National Ice Cream Day, consider giving customers a free scoop!)

If you’re not sure how to find a holiday or season that fits with your brand, ask yourself:

• When is demand highest or lowest?
• What problems do your customers face at different times of year?
• Are there industry-specific events or trends tied to certain seasons?

Sometimes the best seasonal campaign isn’t tied to a holiday at all—it might be based on quarterly trends or weather shifts. For example, if you operate a gym or a company that sells fitness gear, you might focus on January “New Year’s Resolution” ads and run another campaign in September for the “back-to-routine” crowd.

2. Build Campaigns That Resonate

Remember, good advertising doesn’t just talk about a product or service. It resonates with consumers by evoking an emotion. While all ads should strive to do this, it’s especially important for seasonal marketing campaigns. Nostalgia, excitement, or other strong feelings will help your audience link your brand with the season or holiday.

Instead of blasting “Holiday Sale Now Live!” for the hundredth time, find the emotional core of the season. For example:

• Back-to-school? Consider focusing on parental pride, or the excitement of a fresh start.
• Summer? Highlight freedom, adventure, or relaxation.
• Winter holidays? Tap into togetherness, cozy comfort, or end-of-year reflection.

This doesn’t mean your holiday campaign has to be sentimental – but it should reflect what your audience feels during that time of year. A great seasonal ad sells the experience of a particular moment in time, with your brand as part of that message.

3. Plan Ahead (Way, Way Earlier Than You Think)

With a holiday marketing campaign, timing is everything – and you’re never too early to start planning. In fact, waiting too long to start your campaign is one of the biggest mistakes we see with seasonal or holiday advertising. If you want to launch a winter campaign and you don’t start planning it until November, you’re already late.

Of course, every brand has a different process. This will also vary based on the size of your marketing team and how many resources you can devote to your seasonal advertising. But in general, we recommend that most brands use this timeline for their holiday marketing campaigns:

• 3-6 months ahead: Market research, analysis, and ideation.
• 2-3 months ahead: Creative production (ad copy, visuals, landing pages).
• 1 month ahead: Final testing and scheduling.
• 2-3 weeks ahead: Launch.

When you give yourself more time to plan, you also have an opportunity to run a focus group, conduct user surveys, or A/B test different messaging. You’ll also be able to pivot if any problems arise, such as a competitor releasing a similar campaign or supply chain problems causing a shortage of your brand’s signature items.

4. Customize Your Messaging

Seasonal ads shouldn’t be one-size-fits-all. Although every piece of creative within your campaign should have a similar look and feel, as well as copy that connects with your top-level messaging and themes, your ads should vary based on the platform where they’re appearing. For example, your email newsletter will need to be different from your podcast ads and TikTok videos.

Change your assets based on the media platform, for example:

• Email: Personalize seasonal ad campaign emails with behavior-based triggers, like recommending gifts based on past purchases.
• Paid search: Use intent-based seasonal keywords (e.g. “best winter boots for snow”).
• Social media: Focus on shareable, visually seasonal content such as countdowns, giveaways, or trend-driven Reels.
• In-store or local: Use signs, promotions, and/or events tailored to your region’s specific seasonality or local holidays.

Also, don’t forget to customize your seasonal ads for your audience. A single 20-year-old might respond to a playful Valentine’s Day ad that focuses on a “bromance” or “Galentine’s Day,” while a married person in their 40s might prefer an ad that focuses on more traditional romance. The season stays the same, but the message should shift based on who you’re talking to.

5. Meet Customers Where They Are

When you personalize your messaging, don’t forget to think about location. Supplement your digital campaign with print ads, mailers, and out-of-home (OOH) advertising. OOH marketing is particularly effective for holiday campaigns during peak travel periods. Consider adding:

• Billboards
• Transit ads
• Mall signage

If possible, position these OOH seasonal ads in high-traffic areas that are relevant to your target customer. Shopping malls, airports, or community event centers are great places to capture attention during the holidays.

Holiday Marketing Campaigns: More Than a Trend

When done correctly, seasonal advertising is more than just hopping on a trend. The best campaigns feel timely and convey a sense of urgency, but they’re also authentic and timeless. They tap into emotions and traditions that resonate with their audience instead of just selling a product or service.

Start early, refine your messaging, and create seasonal ads that are tailored to the holiday and to your audience. At Bloom Ads, we’ve helped clients in a variety of industries develop smart seasonal marketing campaigns that are powerful and persuasive. If you’re not sure where to get started with your holiday campaigns, contact us today.