As the warmth of summer fades and festive excitement begins to take hold, brands are preparing for what could be a pivotal retail period. With 70% of Brits planning to spend big this holiday season, competition among brands is fierce. The question remains: how can brands truly stand out, capture holiday spending, and make themselves the favoured choice for shoppers eager to splurge?
Efekan Dundar, Senior Strategist at Saffron Brand Consultants, believes that the holiday season provides brands with a unique opportunity to build deep emotional connections with their customers. "The festive period is an excuse for us to spend a little extra on ourselves or others. Whether it’s self-indulgent treats or sociable gifts, festive purchases unlock a moment or a feeling that we look forward to all year," Dundar notes. With consumer confidence making a comeback in 2024, he cautions brands not to be complacent. Shoppers who have faced tough times are now more discerning, making it crucial for brands to offer more than just nostalgic holiday cheer.
Instead of relying solely on the sentimentality of past holidays, Dundar suggests that brands should focus on the overall experience they offer their customers. By understanding customer needs and emotions at each touchpoint, whether in-store or online, brands can craft truly elevated and thoughtful experiences that resonate. Personalisation across the purchasing journey—whether in the form of meaningful product suggestions, beautifully designed packaging, or delightful customer service—can make a significant difference. In Dundar’s words, "Those brands that deliver a truly memorable experience worth paying for will have the happiest holidays of all."
Ewald Damen, Creative Director and Managing Partner at Virgile and Partners, echoes this sentiment, highlighting the need for retailers to move beyond mere decorations and embrace the festive spirit in creative, memorable ways. “A simple Christmas tree in the entrance will not do the trick," Damen points out. "Today’s consumers expect stores to deliver something truly special.” Damen refers to high-profile examples, such as Dior’s gingerbread house takeover at Harrods in 2022 and Saks’ Zodiac light show, as benchmarks of the kind of immersive, visually arresting experiences that draw thousands of shoppers. Le Bon Marché’s artist collaborations and atrium performances further illustrate how retail spaces can be transformed into must-see festive destinations that drive foot traffic and generate social media buzz.
Brands that can create these memorable, tailored experiences are likely to succeed in attracting holiday shoppers and encouraging spending. Damen also underscores the power of personalisation, noting that the smart use of customer data allows brands to engage with their audiences in curated, bespoke ways. “Offering special invitations, rewards, or entertainment not only entices shoppers but also encourages the purchase of a present for their loved ones or a Christmas treat for themselves," Damen explains.
The key takeaway from both thought leaders here is that to truly stand out this holiday season, brands must go beyond traditional strategies. They need to deliver unique, immersive experiences that resonate emotionally and make shopping a joyful, memorable adventure. Whether through tailored in-store experiences, exceptional service, or creative campaigns that spark delight, brands that prioritise connection and personalisation will be the ones to capture the magic of the season—and the loyalty of holiday shoppers.