December—the season when creativity takes centre stage in the world of marketing. It’s that magical time of year when big and small brands trot out their most “original” ideas. But here’s the twist: instead of groundbreaking new concepts, we often see the same formulaic campaigns recycled year after year. Don’t get us wrong; we love the festive cheer and the holiday spirit. But have you ever stopped to notice how many of these marketing campaigns follow the same playbook? Well, here’s a sarcastic breakdown of the December marketing clichés we can count on seeing again this year.
1. The “Tug at Heartstrings” Tearjerker
Ads are designed to make you feel all warm and sentimental. It’s a time-honoured strategy that resonates deeply with consumers, tapping into universal feelings of nostalgia, connection, and generosity, making it a perfect fit for December. Take Fabindia’s “Buy this sari because it was made by artisans who want you to feel good about your New Year photoshoot.” It’s emotional, it’s sustainable, and yes, it’s a sari you will probably wear once. But the magic lies in the emotional appeal. Because, when it comes to the holiday season, nothing says “festive spirit” like a good cry while shopping.
Festive Cliché Meter: A+
The more tears, the better. Add an innocent child or a golden retriever for bonus points.
2. The “Limited Edition Red Packaging” Trick
It is a classic marketing move that plays on the allure of exclusivity. There’s something magical about slapping a few snowflakes, a Christmas tree, or a festive ribbon on a product that makes it seem irresistible. Suddenly, a regular item is transformed into a must-have treasure simply because it’s wrapped in holiday-themed packaging. Forget the fact that the product inside is identical to what’s been sold all year round.
Festive Cliché Meter: S-tier
Because who can resist packaging they’ll immediately throw away after posting on Instagram?
3. The “Year-End Sale Extravaganza”
The “Year-End Sale Extravaganza” is a hallmark of the holiday season, a marketing event that has become as predictable as the holiday itself. It’s the kind of sale that can take on any name—from the “Goodbye 2023 Bonanza!” to the “New Year Countdown Deal”—but at its core, it’s essentially the same discounts you’ve been offering throughout the year, cleverly rebranded to give them an air of exclusivity and urgency.
Festive Cliché Meter: LOL-worthy
Is it even an actual sale if it doesn’t break your app at least once?
4. The “Hyperlocal Festive Mash-Up”
The “Hyperlocal Festive Mash-Up” is a marketing trend that blends traditional holiday celebrations with a fusion of cultural and regional elements, creating a unique and sometimes perplexing mix. Imagine a campaign featuring “Santa in Rishikesh” or “Christmas biryani, now in festive red,” a collision of global and local traditions meant to appeal to everyone but often leaves people scratching their heads. While these campaigns intend to tap into a broad spectrum of festivities, they can sometimes veer into cringe-worthy territory.
Festive Cliché Meter: Mild cringe
You can almost hear Santa say, “Ho ho ho, what is this?”
5. The “Oversharing Personalized Recap” Gimmick
Spotify Wrapped set the stage, and now it seems every brand believes they can hop on the “overshare” bandwagon, a trend where companies bombard you with personal data about your year. Look at how many calories you burned this year!” But here’s the catch: nobody really asked for this. While Spotify Wrapped gets a pass because it’s fun and light-hearted, many brands take it a step too far. For instance, your gym app might send you a push notification like, “You burned 7,652 calories this year—why not burn more in 2024?” Instead, what was intended to motivate can feel like a data-driven guilt trip, reminding you of the goals you didn’t meet and the fitness resolutions that fell flat.
Festive Cliché Meter: Eye-roll-inducing
Thanks for the data-driven guilt trip, brand.
6. The “Too Cool for Christmas” Rebels
The brands that try to stand out from the festive marketing frenzy by doing the exact opposite—rejecting the over-the-top holiday cheer in favour of a minimalist, ironically cool approach. Their message is often something like, “We’re not doing Christmas this year,” but they’re doing Christmas in their own edgy, sarcastic way.
Festive Cliché Meter: Meta
Congratulations, you played yourself.
What’s the Moral of This Satirical Tale?
Every December, brands dust off their tried-and-true festive marketing playbooks, rinse and repeat their most successful tactics, and repackage them for the new holiday season. While some may argue that these campaigns feel predictable or formulaic, the truth is—they work. Consumers have come to expect certain holiday marketing staples. These tactics have become so ingrained in the holiday experience that, despite their familiarity, they still generate excitement and drive sales.
(Views are personal)
