I recently had the pleasure of joining Just the Connex Podcast (Connex eCommerce) for a conversation about one of my favorite topics: how consumer brands can market smarter during the holiday season. The episode will drop on Tuesday, Sept. 9th on YouTube, and it’s full of practical tips for brands navigating one of the most high-pressure sales windows of the year.
The holiday season is make-or-break for categories like personal care, apparel, food, and lifestyle. Consumers are overwhelmed by promotions, inboxes are flooded, and brands are vying for attention across every channel. It’s tempting to crank up the frequency, slash prices, and hope for the best. But here’s the truth: pushy holiday marketing is the fastest way to burn out your audience.
Instead, successful brands focus on authenticity, segmentation, and creating a sense of belonging. Let’s break down the key insights from our discussion.
Are you realizing your brand no longer fits? Do you need support marketing your brand to your ideal customer? Let’s talk about what’s next.
1. Drive Sales Without Feeling Pushy
Holiday sales are critical — but too many brands take an approach that feels like shouting into the void: endless discounts, “last chance” subject lines, and generic social posts. The smarter play is to build urgency without losing humanity.
The key is tone. Speak like a person, not a billboard. For example, a personal care brand might send an email saying:
“We know holiday mornings can be chaotic. Here’s a self-care bundle to keep you centered.”
That framing drives sales, but it feels supportive rather than aggressive. It’s the difference between a brand you tune out and a brand you want in your corner.
2. Tone, Frequency, and Segmentation Win Holidays
If you’ve ever been buried in five identical “Flash Sale!” emails from one retailer in a single day, you know frequency fatigue is real. The solution isn’t silence — it’s segmentation.
Send tailored messages to your VIP customers, not the same blanket promo.
Adjust frequency based on past behavior — daily emails may work for a loyal buyer but drive unsubscribes from someone new.
Segment by values and preferences, not just purchase history.
Segmentation makes your customers feel seen. It turns a transaction into a relationship, which is where long-term value comes from.
3. The Power of Video During the Holidays
The role of video in holiday marketing keeps growing — but not because brands are producing slick commercials. Instead, consumers crave authenticity.
Unboxing videos let buyers feel the magic before they even purchase.
Behind-the-scenes clips show the people and processes that make products special.
Quick demos reduce purchase hesitation by showing exactly how something works.
A video shot on an iPhone in good light can often outperform a studio production. Why? Because it feels real. During the podcast, we talked about how intimacy and shareability are the real ROI drivers of holiday video content.
4. Belonging Beats Bargains
Another trap brands fall into is leading with discounts. Yes, promotions drive short-term sales — but they also train your audience to wait for markdowns.
The alternative is creating a sense of belonging. For example:
Apparel brands can invite customers to share their own holiday style on Instagram.
Food brands can encourage recipe swaps and user-generated traditions.
Personal care brands can position their products as part of “me time” rituals.
This approach turns marketing into community-building. When customers feel part of something bigger, they don’t just buy — they identify with your brand.
5. Standing Out on Social Media
The holiday season is a noisy, crowded place on social media. What makes a brand stand out isn’t just a clever campaign; it’s consistency and credibility.
Don’t disappear all year and suddenly show up with daily posts in November.
Share your brand story, not just your offers.
Be consistent in your visuals, voice, and values.
One of my favorite lines from the conversation was: “Don’t expect people to remember you on Black Friday if you’ve been silent since last year’s sale.” Social media is a relationship, and relationships take cultivation.
Final Takeaways
Holiday marketing isn’t just about pushing products — it’s about creating connections.
Tone matters more than tactics. Push less, listen more.
Segmentation beats spray-and-pray.
Video builds intimacy.
Belonging creates loyalty.
Consistency = credibility.
The holidays are crowded, but smart brands don’t need to shout to be heard. They show up authentically, strategically, and with a clear sense of who they are and who they serve.
Big thanks to the Connex team for a thoughtful discussion.
Listen to the full episode here on Sept. 9th: Just the Connex Podcast on YouTub