As marketers, we talk about Q4 holidays in terms of attention, sales, ad copy flips, budgets, CPA/CAC, and target audiences. But for consumers, it’s about much more than transactions. It’s a time for connection, reflection, and tradition. For brands, that creates a chance to show up with intention, not just promotion.
In a season when discounts are expected and inboxes overflow with offers, the brands that win are those that connect meaningfully. Brand meets demand by showing up with purpose, relevance, and heart.
The holidays are about more than shopping carts and discounts
While shopping is a top stressor and plays an enormous role during the holidays, it’s not what matters most to consumers. For many, the season is about gathering with family, celebrating traditions, and creating memories. Over 90% of Americans plan to celebrate a holiday this winter, and rank family time over gift-giving and even travel. The record-breaking 80 million Thanksgiving travelers in 2024 underscore just how important physical togetherness has become. From cookie decorating to reminiscing to religious services, it’s rituals, not retail, that define the heart of the season.
Teleflora’s “Power of Wishes” ad, featuring a hospitalized boy and a magical snowman, became one of the most emotionally resonant campaigns of the season by leaning into themes of emotional support and family. Promo-heavy Amazon’s “Midnight Opus” featured a heartwarming story about kindness, community, and supporting the dreams of those around us, positioning the company as a way to bring joy to others. These examples remind us that holidays are about being together and seeking presence over presents.
Promos and discounts aren’t enough
Promotions are ubiquitous during the holidays, with retailers frequently stretching “limited-time” offers to before and after the holidays. This constant presence has turned promotions from a point of differentiation into a baseline expectation. Yet the reality is one in three shoppers actually prefer consistent, transparent pricing year-round over the manufactured urgency of holiday deals. While promotions may spike conversions, they rarely build emotional connection or long-term loyalty. A unified media plan can help brands balance the need to drive conversions with storytelling that builds emotional resonance, ensuring that performance doesn’t come at the expense of brand connection.
How brands can stand out
Let’s acknowledge that the holidays aren’t all magic. There are also real stressors, some of which brands can actually help consumers overcome.
Forty percent of Americans say finding the right gifts causes them stress, interfering with their enjoyment of the holidays. To add to this, 58% of consumers worry about spending too much or not having enough to spend during the holidays. It can be a tough season to navigate.
That’s where brands can step in to create some extra joy. They can’t pick the perfect gift for everyone, but they can offer tailored options that make shopping easier. They can’t add money to someone’s bank account, but they can create emotional value that makes a product worth more than its price tag.
Sixty-five percent of gift recipients would rather receive experiences that create memories than physical items. Brands should turn gift shopping into a memorable experience, too.
During a time when shoppers feel all holiday shopping experiences are “the same” and plan to reduce their spending, brands must look outside their usual toolkit to capture attention and share of wallet.
1. Lean Into Brand Storytelling: A top way consumers think brand advertising can be more authentic is by focusing on bringing people together rather than selling products. Emotional campaigns that reflect real human experiences outperform transactional messaging. A unified media plan can help keep the story consistent across channels, while also taking advantage of unique platform-level attributes that can enhance the shopping experience.
2. Create Cultural Relevance: Celebrate traditions and partner with creators who reflect how people actually celebrate, mess and all. Use first-party data to make sure the content will resonate with the right audiences, and only partner with creators who feel authentic to the brand.
3. Use Tech to Personalize: 70% of consumers expect more retailers to offer AI-powered shopping tools this year. AI-enhanced gift guides, curated party themes, and personalized content offer utility and delight. AI is reshaping media, as well. Dynamic creative optimization (DCO) and AI-driven personalization allow for real-time adaptation to consumer behavior and preferences. Be sure to balance technology with human connection to keep emotion in the shopping experience.
4. Reward Loyalty, Not Just Conversion: Many consumers value non-monetary perks from loyalty programs. Offer early access, exclusive bundles, or members-only experiences instead of blanket discounts to strengthen customer connections.
The holidays are a moment to show up with intention, empathy, and creativity. Brands that go beyond the cart—who consider culture, content, data, and tech—will not only win the season, but build loyalty that lasts well into the new year.
For more insights into consumer mindsets for the 2025 holiday season, please read dentsu’s holiday-focused Consumer Navigator Report.
