The holiday season is an important time of year to drive brand connection, build loyalty, and create standout campaigns in an increasingly competitive, digital-first landscape. With Canadian shoppers expected to spend more this year — projected to increase by 10% over last year to an average of $1,400 per shopper — brands must prepare to stand out​.  

Here are our top 5 tips for crafting impactful holiday campaigns this season: 

1. Engage Through Cross-Channel Storytelling

A unified narrative across all platforms — from social media to in-store to digital ads — is key to cutting through the holiday noise. Ensure your storytelling aligns with brand values and integrates seamlessly across channels, using data-driven insights to maintain consistency while tailoring content for each audience. Stories that reflect themes of togetherness, joy, and giving always resonate best at this time of year.  

2. Leverage Social Media Creators to Drive Purchases

Influencers are pivotal to holiday marketing success. With creators driving consumer purchasing decisions, especially during high-spend seasons, strategic partnerships can yield significant ROI. Collaborate with influencers who align with your brand values and target demographic to create authentic content that highlights products in aspirational but relatable ways. A strong influencer push during peak shopping moments, like Black Friday or Cyber Week, is especially important for amplifying visibility and sales. 

3. Harness AI for Personalization at Scale

Artificial intelligence (AI) is transforming how brands connect with audiences. From AI-generated email copy tailored to specific shopper profiles to predictive analytics that anticipate purchasing behavior, integrating AI allows agencies to stay ahead of trends while delivering customized experiences. Tools like AI chatbots also ensure brands can provide 24/7 support during the busiest shopping season.

4. Balance Holiday Joy with Affordability

Economic uncertainty continues to influence consumer habits, with 71% of Canadians actively seeking sales and managing holiday budgets strategically. Campaigns that emphasize value while maintaining the magic of the holidays will strike the right chord. Highlight promotions and thoughtful gift options while decentering overconsumption will be the key resonating with cost-conscious shoppers this holiday season.

5. Tap Into Emerging Trends

Consumers are not just shopping for products; they’re looking for meaningful gifts that reflect their values. This year, sustainability remains a priority, with shoppers favoring eco-friendly packaging and ethical sourcing. Additionally, interactive elements, such as AR/VR holiday previews or gamified shopping experiences, can differentiate campaigns and create buzz. 

With these strategies in mind, brands shine throughout the holiday season, creating memorable and festive connections that resonate with consumers long after the season ends.