How to Build a Christmas Marketing Campaign That Lasts All Year
Quite often, we see many businesses only ramp up their marketing efforts during the Christmas season, but the magic shouldn’t fade away after December 25. To truly make the most of the holiday season, your marketing campaigns should extend beyond Christmas Day and help you build lasting relationships with your customers well into the new year.
Here’s how to create a holiday campaign that delivers ongoing value, fosters brand loyalty and maintains momentum after the holiday rush.
1. Plan Post-Holiday Promotions
Once the Christmas festivities are over, who says customers stop looking? With days like Boxing Day and New Year’s specials you can leverage this as a prime opportunity to keep the momentum going.
Tips:
- Offer post-holiday discounts: Create limited time offers for the New Year to encourage customers to make that final purchase of the year. This can include discounts, bundles or exclusive deals for existing customers.
- Use gift cards creatively: Promote gift cards as an easy way to spend holiday cash or as a perfect New Year’s gift. Consider running a campaign where customers get a bonus gift card with a certain purchase.
By tapping into the after-Christmas shopping rush, you keep your brand top of mind and continue to drive sales, even after the holiday season ends.
2. Create Evergreen Content
The holiday season is a great time to create content that remains relevant and useful long after Christmas has passed. Evergreen content — content that stays relevant year-round — is a powerful tool to maintain customer engagement.
Tips:
- Repurpose holiday content: Use your Christmas-themed blog posts, social media content, and emails to create posts that will last. For example, if you’ve shared a gift guide or holiday tips, adapt that content to reflect New Year’s resolutions, year-round gift ideas, or ways to start the new year with fresh habits.
- Create value-driven content: Share “how-to” guides, tips for the new year, or customer success stories that can be helpful long after the holiday rush. For example, a blog on “Setting New Year Marketing Goals” or a product tutorial video can continue to attract views throughout January and beyond.
This kind of content not only provides ongoing value but also reinforces your brand’s commitment to solving customer problems year-round.
3. Leverage Customer Data for Long-Term Strategy
During the holiday season, you collect a wealth of customer data — from purchase behaviour to email engagement. Don’t let this valuable information go to waste. Instead, use it to refine your marketing efforts and build lasting relationships.
Tips:
- Segment your audience: With the customer data gathered during the Christmas rush, you can segment your audience based on their shopping habits (e.g., frequent buyers, those who only bought during sales). Use this data to create tailored marketing campaigns that speak directly to their preferences.
- Personalise future communications: Incorporate personalised offers or product recommendations based on customers’ holiday purchases. For example, if a customer bought a skincare set, send them a follow-up email in January with related products or tips on skincare routines.
- Retargeting ads: Use retargeting ads to follow up with customers who visited your site or added items to their cart but didn’t complete the purchase. With Christmas behind them, many customers will appreciate a gentle nudge to finalise their purchase with a New Year’s discount.
By leveraging the data gathered during the holiday season, you can create targeted, personal experiences that keep customers coming back for more.
4. Stay Engaged Through Social Media
Social media isn’t just for the holidays — it’s a year-round tool for staying connected with your audience. Continue to engage with your followers post-Christmas by sharing content that resonates with them well into the new year.
Tips:
- New Year’s resolutions: Post content that ties in with New Year’s resolutions. For example, if you sell fitness products, create content about starting a fitness journey in the new year. Or if you offer travel services, encourage people to plan their dream holidays.
- User-generated content: Encourage your customers to share their holiday experiences or how they’re using your product after Christmas. Sharing user-generated content not only builds trust but also strengthens your relationship with your audience.
Engaging on social media throughout the year, not just during the holidays, helps maintain a loyal customer base and keeps your brand visible.
A successful Christmas marketing campaign doesn’t end when the last Christmas decoration is packed away. By planning post-holiday promotions, creating evergreen content, and leveraging customer data, you can keep the momentum going and build lasting brand loyalty. The holidays may be over, but the opportunities to nurture customer relationships and grow your brand are just beginning. Happy New Year and here’s to continued success in 2025!
