While the winter holidays are a time to express gratitude and spend time with loved ones, it's also a time of sales, savings, and shopping. Last year, holiday sales reached $800 billion in the U.S. alone, not to mention other countries worldwide. As a result, the season signals some of the most economic stimulation all year, and many outdoor brands tap into this time. 

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This article will review the basics of holiday ad campaigns and some examples of successful holiday marketing campaigns.

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What is a Holiday Marketing Campaign?

As simple as they may sound, holiday marketing campaigns are often complex. They involve many team members and departments and are often planned months or years in advance. When strategizing your brand's holiday marketing campaign, there are many important factors to consider. 

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What channels will you use for your campaign? What is your goal for the campaign? For example, will you target brick-and-mortar locations or e-commerce? What creative elements are necessary to bring this campaign to life?

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One great question to reflect on is whether your brand will be emphasizing saving or splurging this season. Are you going to offer discounts or special offers to customers that make your products more affordable? Or will you highlight your product's value so customers know it's worth the price? 

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There's no right or wrong answer to this question, and you might even find yourself combining both strategies. It's an excellent place to start, though, to think about how your campaign will meet your company's goals.

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Why are holiday campaigns important for outdoor brands?

Creative holiday ads can set you apart from competitors and allow you to relate to customers. As mentioned above, the holiday season is an important time for gratitude. Holiday ad campaigns can show your customers you care and remind them of some of your company values.

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For outdoor brands, specifically, holiday ad campaigns are a great way to highlight the variety of lifestyles, sports, and activities that people can partake in during the winter. Whether you focus on a specific holiday, a pastime like snowboarding or skiing, or even a type of winter gear, holiday ad campaigns can take off from many directions. 

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Now, it's time to look at some of the best holiday marketing campaigns. We'll review what sets these outdoor brands apart from others.

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REI: Opt Outside

This outdoor gear brand celebrates Black Friday by not celebrating at all. Since 2015, the brand has paid over 15,000 employees to spend the day outside. While the website allows online purchases, brick-and-mortar locations are closed for the day. The brand also recently announced that this would become a permanent tradition. 

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While it's not necessarily a full-fledged campaign for the holiday season, Opt Outside demonstrates REI's commitment to the outdoors over consumerism. Though many customers love sales, they may appreciate this act more than saving a few dollars. It's also a great way to encourage customer and employee participation and perfectly aligns with the brand's identity. 

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As mentioned in this article, what REI lost in sales was made up for in brand devotion and exposure. #OptOutside has received billions of impressions to date!

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The North Face: Gift Guide

While it might not seem like a campaign at first glance, the North Face's gift guide helps nudge customers toward the holiday spirit. On the brand's home page, images of the winter collection show families and children playing in the snow. Customers are invited to check out the gift guide, offering more clothes, gear, and accessories selections.

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In the gift guide, North Face also allows users to browse through different curated lists. Some examples include gifts for travelers, gifts for snow lovers, and even gifts for urban explorers. This gift guide is a great way to showcase this season's parkas and gear, among other products, without limiting customers' options. It also takes the hassle out of finding the perfect gift; it shows North Face products for any lifestyle or interest!

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YETI: Valuable Sales

The annual Gear Garage event is one way YETI gets customers into the spirit of shopping. The brand relaunches old fan favorites for a limited time (often around a week). The event is a great way to generate revenue and attention quickly, especially from customers who wait all year.

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In addition to selling limited products that fans know and love, YETI offers additional discounts to lure in new customers during the holiday season. For example, the brand is offering a free 14 oz. mug for customers who purchase $200 or more. While YETI may not have doorbuster sales all year round, they know how to reach the target audience's demand and create attractive offers.

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Wrapping Up

When designing your holiday campaign, it's best to prepare months in advance and have a clear plan. Think about your time frame, target audience, and end goals for the campaign. Remember, no campaign effort is too small. If you need inspiration, there are plenty of brands with excellent holiday campaigns, and your brand will be ready for the winter season before you know it.

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