Authored by Delphin Varghese, Co-founder & Chief Revenue Officer, AdCounty Media
The festive period has always been the biggest period of shopping for the year. However, now that consumer behavior is influenced and changed by digital channels, the true “winners” aren’t the loudest brands, but the ones who behave the smartest. Using their adtech and martech stacks, these brands know the implications of demand, how to personalize at scale, and how to engage customers in a manner that feels favorable and timely.
- Predictions Based on Data
Rather than waiting for potential consumers to start engaging with a brand, companies are utilizing predictive analytics to assess “ready-to-buy” audiences. By exploring seasonal buying behaviors, brands can often determine who is likely to shop for gadgets, clothing, or gifts, and deliver very effective offers to those consumers even before rolling out the festive campaign. Getting ahead of the buying cycle works to drive conversion, instead of the competition, who are often still constructing their campaign ideas.
- Bundling for Bigger Baskets
Discounts alone are not enough anymore. Savvy marketers are looking to product bundling to combine related items into “festive-ready” packages. Think about ethnic wear paired dynamically with matching footwear and accessories. Powered by a recommendation engine, these bundles not only make the decision process easier for the shopper, but also raise the average value of their order.
- Contextual Creative Swaps
Festivals are rich with micro-moments: pay-day highs, midnight scrolling, last-minute gifting dread. Brands are embracing programmatic creative optimization in order to tailor ads to all of these moments and contexts. A reminder about a flash sale at 11pm or a personalized festive greeting related to pay-day is going to have a significantly greater likelihood of relevance than just a generic “Happy Festival” banner.
- Gamification Gets Serious
Celebrations are fun, and brands are getting in on the action with gamified campaigns. Whether it’s spin-the-wheel ads that unveil a surprise discount when clicked or augmented reality try-on filters for holiday looks, these interactive experiences are leading to higher click-through rates and longer engagement times. In a cluttered feed, fun beats flat every time.
- Loyalty Beyond Checkout
The festive shopper doesn’t have to be a one-time buyer. Post-purchase, brands are triggering automated drip campaigns—thank-you notes, cashback unlocks, and exclusive early-access deals. By looping CRM intelligence into their festive playbooks, they’re converting the seasonal spike into long-term customer retention.
- Omnichannel Storytelling
Winning brands are also ensuring consistency across touchpoints. One example is a teaser on Instagram, then followed up with a push notification reminder, followed by an email countdown to purchase. This omnichannel storytelling is orchestrated via Customer Data Platforms (CDPs) wrapping up decreases in funnel leakage and keeping the brand top of mind.
- Adding Purpose
Also a slight, but powerful, shift: adding meaning. Many brands have connected campaigns to eco-friendly causes, artisans, or a promise of donations with every purchase. Meaningful marketing linked with smart targeting both generates goodwill, but will also create emotional attachment during a season that is already all about community and giving.
This holiday season, marketing success is less about offering the largest discount and more about using the best strategies. The brands that are winning and generating results are the ones predicting intent, personalizing the customer journey, gamifying engagement, and building loyalty after the lights go out. Adtech and martech working together are showing us that real holiday magic is found through smarter, not louder, marketing.
