Holiday Campaign Post-Mortem: What We Learned in 2024

As the year draws to a close, it’s time for businesses to reflect on the outcomes of their holiday campaigns. Understanding what worked—and what didn’t—can offer invaluable insights for planning stronger strategies in the future. Let’s unpack the lessons learned from 2024’s holiday marketing season.

1. Personalisation Remains King

Holiday campaigns that used data-driven insights to deliver personalised messages outperformed generic approaches. Whether it was tailored email recommendations or dynamic ads, businesses that connected with audiences on an individual level saw better engagement.

Takeaway for 2025: Invest in customer segmentation and leverage AI to make personalisation more impactful.

2. Omnichannel Integration is Non-Negotiable

Consumers continued to shop seamlessly across online and offline channels. Brands that synchronised messaging and experiences across websites, social media, physical stores, and apps built stronger customer loyalty.

Insight: An integrated approach enhances convenience and brand consistency.

3. The Power of Community and UGC

User-generated content (UGC), such as reviews, unboxing videos, and customer stories, proved to be a driving force behind many successful campaigns. Consumers trusted peer recommendations more than brand advertisements.

What to Build On: Encourage your audience to share their experiences through contests, hashtags, or loyalty perks.

4. Sustainable Gifting Struck a Chord

Shoppers in 2024 favoured brands offering eco-friendly products or sustainable packaging. Campaigns highlighting environmental responsibility stood out.

Future Focus: Embed sustainability in your product design and brand messaging year-round.

5. FOMO vs. Consistency

While limited-time offers created urgency, brands that maintained clear, consistent messaging throughout the season performed better than those relying solely on flash sales.

2025 Strategy: Balance scarcity-driven tactics with long-term brand trust.

6. Video Content Dominated

Short, engaging video ads on platforms like TikTok and Instagram captivated holiday shoppers. Brands that used storytelling to evoke emotion saw higher conversions.

Key Learning: Video content, especially mobile-first, should be a core element of any marketing strategy.

7. Early Birds Got the Worm

The brands that launched holiday campaigns early (October or even September) gained an edge. With longer lead times, they captured early planners and reduced last-minute rushes.

Advice: Start your 2025 campaign preparations mid-year.

8. AI-Enhanced Campaigns Gained Momentum

Brands leveraging AI tools to analyse campaign performance and automate processes enjoyed better ROI. Predictive analytics ensured smarter budget allocation and strategy optimisation.

Opportunity for 2025: Dive deeper into AI to refine your campaign execution and monitoring.

Closing the Year on a High Note

The 2024 holiday season offered rich lessons in adaptability, innovation, and the power of consumer connection. As we gear up for 2025, applying these learnings can help brands not just meet but exceed customer expectations, ensuring another successful year.

Ready to make your 2025 campaigns even better? Start planning now with our expert marketing tools and insights. Share your thoughts or success stories below!