The holidays are the most joyful (and competitive) time of year for small businesses – especially online. Marketing has rapidly changed, and is filling people’s feeds with endless promotions, giveaways, and eye-catching campaigns. But when a single individual is exposed to 4,000-10,000 ads a day, the likelihood of your ads going unnoticed is high.
So, how do you decide what to post to stand out? Create a holiday content calendar that strikes a balance between trendy and timeless.
Holiday Marketing Trends Shaping 2025
Trends help your brand stay fresh and relevant. They show you understand the current digital landscape and know how to meet your audience where they already are. Below are the 3 major trends that are shaping holiday marketing:
1. AI-Generated Visuals
Whether you envision festive illustrations or personalized images, AI tools can help businesses create dynamic, branded content faster than ever. But they shouldn’t replace your brand’s creativity or authenticity. Working with a digital marketing agency can help ensure your visuals stay true to your voice and messaging—without veering too far into being “trendy” instead of “relevant.”
2. Sustainability Messaging
As consumers make more conscious lifestyle choices, companies are being called to pivot their marketing. In one ESG report, 76% of consumers said they would stop buying from companies that ignore environmental, employee, or community well-being—a clear sign that ESG values are influencing behavior.
If it makes sense for your business to embrace sustainable storytelling, consider how you can:
- Highlight eco-friendly packaging
- Partner with locally-sourced organizations
- Team up with charities or nonprofits
3. Short-Form Videos
Video content continues to outperform static social posts across platforms. Short, engaging clips are an effective way to showcase products in action or share behind-the-scenes holiday prep. Just be mindful not to overedit—overly polished videos can come off as generic or disconnected from your audience. Authentic, in-the-moment content tends to perform best.
Trendy content is your chance to show your creativity, agility, and innovation, but it shouldn’t overshadow your brand’s authenticity.
What’s Timeless (And Why It Keeps Working)
Trends come and go, but timeless content builds long-term trust and an emotional connection with your audience. These types of posts resonate every holiday season, no matter the platform or year:
- Celebrate your customers by thanking them for their continued support with gratitude posts
- Give flowers to your team and community by highlighting volunteer work or charitable contributions
- Share your favorite holiday rituals or behind-the-scenes team achievements
- Tell your story by reflecting on meaningful milestones or lessons from the past year
These moments show your audience that your brand is about its people and purpose, not just products or services.
Blending Trends with Timeless Appeal
Think of your holiday content as a garden. Trends are seasonal blooms – vibrant and eye-catching – while timeless content forms the roots that keep your brand grounded. When in doubt, aim for a 60/40 balance where 60% is timeless and 40% is trendy. This keeps your feed relevant without losing your unique voice.
Map out your holiday calendar by scheduling recurring timeless posts first, including those about gratitude, giving back, and storytelling. Then layer in trend-based content. This lets you test performance without sacrificing consistency.
Helping Small Businesses Bloom This Holiday Season
Trends come and go, but intentional marketing is timeless. Blossom Marketing helps small businesses create content strategies that connect and keep their brand story blooming. Ready to start your holiday campaign? Cultivate festive campaigns that connect.
