25 Christmas Marketing Plays to End 2025 on a High (and Outshine Your Competition)

Every business looks forward to the holiday season, when customers splurge and shop ‘til they drop. It’s the one time of the year when spending feels guilt-free – whether it’s for loved ones or for themselves.

Thus, many brands spend thousands of dollars on marketing and advertising campaigns, confident that, when done right, these efforts will generate greater revenue for their business.

However, successful holiday campaigns aren’t planned during the holiday season. In fact, the groundwork starts long before the Christmas trees go up– as early as October. 

So, if you haven’t started our holiday campaign-planning yet, read on. Let’s explore different Christmas marketing plays you can use to wrap up the year on a merry and profitable note.

Why Christmas Marketing Matters for Australian Businesses 

Christmas is a big deal in Australia, as are Boxing Day celebrations.

Since Christmas Down Under happens in the middle of summer, Aussies celebrate the holiday season a little differently — which also calls for a unique approach for businesses operating there.

Relaxed, outdoor, and family-focused themes are more relevant and a white Christmas is out of the question. More importantly, the shopping season starts earlier, thanks to the growing popularity of Black Friday and Cyber Monday in late November. 

This means that if you want to boost and maximise your sales, the work should begin as early as now. 

But, how do you stand out and get started?

Festive Marketing Plays for the Holiday Season 

We’ve put together a list of 25 ideas — each with its own benefits, ideal timing, and the industries they’re best suited to — to help you kick things off.

Set the Scene: Create a Festive Customer Experience

It’s important to launch early-bird holiday promotions as soon as possible. For some businesses, October’s the best time to roll out holiday music and/or summer-themed decor.

Ideas	Best For	When to Start
Summer- Themed Decor  Bright colours, native florals, or beach imagery	Retailers  Cafes  Service businesses	Early November
Upbeat In-Store Music Playlists  Focus on summer-friendly, energetic holiday tracks	Retailers  Cafes  Restaurants	Mid-November
Subtle Festive Scents  Use refreshing scents like citrus, coconut, or pine	Retailers Spas  Salons	Mid-November
“Gifts on Ice” Stations Offer complimentary iced water or a small ice cream or gelato	Retailers with long queues Pop-up shops	Late November

For retailers, this could mean investing in summer-themed décor such as native flora or coastal motifs, adding refreshing scents throughout the store, or simply offering complimentary drinks and sweets to customers.

Specialty homeware store Alfresco Emporium makes use of a Coastal Christmas theme. Meanwhile, retailer David Jones is known for using sun-drenched colours, native flowers, and Australian animals as part of its summer backdrop — a refreshing twist on the traditional dark green and red holiday palette.

Offer Limited-Edition Products or Curated Gift Bundles 

Bundling items or offering limited-edition products is also an effective way to drive sales. Many product-based brands, for example, launch Advent Calendar–themed products featuring one product for each day in the month-long countdown to Christmas.

By creating a set time frame or a unique opportunity, you build a sense of urgency that motivates customers to take advantage of the promotion while it lasts.

Ideas	Best For	When to Start
Festive Packaging or Ribbon Service  Include an optional gift-wrapping service using unique holiday designs	Product-based businesses eCommerce	Mid-November
“Aussie Summer Essentials” Bundle Offer group-related products like sunscreen, hats, picnic gear, or beach reads	Product-based businesses Tourism	Mid-November
“12 Days of Early Deals” Promo Come up with a different, small discount each day leading up to Black Friday	Product-based businesses eCommerce	Early November

Whether you’re selling online or through a brick-and-mortar store, consider offering bundled or premium purchase options by mid-November.

You can offer customers free gift-wrapping services, especially for premium purchases, similar to what luxury retailer MECCA does. You can also pre-package bundles in festive wrapping to make them more gift-ready and appealing.

Moreover, brands like MooGoo Skincare offer a “Summer Essentials Pack” featuring travel-sized skincare products — a great idea you can replicate if you have items that can be bundled as Christmas gifts, such as makeup, stationery, summer outfits, and more. 

Aside from bundling, you can also offer daily discounts in the days leading up to the holidays to encourage customers to drop by your store regularly and take advantage of limited-time offers.

Build an Emotional Connection Through Storytelling 

Successful holiday campaigns are about more than just discounts, colourful packaging, or limited-time offers. More importantly, they tell stories that capture the true spirit of the season and connect with customers on an emotional level.

Ideas	Best For	When to Start
“Holiday Origin Story” Content  Share an authentic story about your product or brand’s best holiday season	Brands with strong mission or visuals	Mid-November
Customer Spotlight Videos Feature short clips of customers using your products in their summer holiday setting	Lifestyle brands Fashion Food and beverage	Late November
Staff Holiday and Gratitude Messages  Post short, personal videos from team members thanking your customers	All businesses, especially service-based ones	Early December

Christmas is a sentimental holiday, symbolising gatherings and reunions among family and friends who’ve been apart for most of the year. 

Emotions run high during this season, making it the perfect time for brands to share their own stories and connect with customers on a deeper, more personal level. 

Australia Post, for instance, humanises logistics by tapping into the emotions of long-distance connections — telling stories of how packages help bring families closer together. 

Additionally, you can feature customers who have supported your brand over the years as a way of showing appreciation. If your staff are open to it, you can even share a heartfelt message from them, thanking your loyal customers for their continued support throughout the year.

Run an Engaging Holiday Giveaway or Challenge 

You can also organise a giveaway or challenge — such as raffle draws, most shares, best comments, or tag-a-friend contests — and choose a winner to receive your products or services for free. 

This is a great way to boost engagement and increase exposure to potential customers, whether or not they join the giveaway.

Ideas	Best For	When to Start
Festive Quiz or Poll Run short, fun polls on Instagram or Facebook about Aussie Christmas traditions	Social media-focused brands	Mid-November
Hashtag Photo Contest Ask users to share their “Best Summer Christmas” photo with your branded hashtag	Brands wanting to grow their reach on social media	Early December
“12 Days of Giving” Giveaway  Partner with a charity or give away prizes over the 12 before Christmas	Brands wanting to grow their reach on social media	Early December

One good social media campaign can boost your holiday promotions by a great deal. 

By late October or early November, you can already start mapping out strategies to drive user-generated holiday content.

Hashtag photo contests or quizzes and polls are always a great way to gain visibility. For instance, eCommerce brands like Hampers Galore encourage their customers to post and use the hashtag #ChristmasGiveawayAU for a chance to win prizes. 

If you run a local boutique or online store, you can donate a portion of your daily sales or give away a product bundle for 12 days, each day supporting a local charity. Customers today are more likely to support brands that care about their communities.

Make Your Emails Personal and Purposeful 

While social media and in-store marketing may seem enough, don’t overlook the power of email marketing. Despite the rise of digital platforms, this more traditional channel still delivers strong results — with the right campaign.

Ideas	Best For	When to Start
Early Access for Loyalty Club Members Offer first dibs on limited-edition bundles to your most loyal, top-tier customers	eCommerce  Food and beverage Skincare	October for early access planning
“Shipping Deadline” Countdown Send clear, repeated emails detailing key shipping cut-off dates	Product-based businesses eCommerce  Customised orders	Mid-November
Abandoned Cart Emails  Tweak the email copy to emphasise that the item makes a “perfect gift” for the holidays	eCommerce	Weekly reminders through December

Email marketing is a high-ROI channel, especially for eCommerce businesses.

For example, major online stores like Adore Beauty send regular emails reminding customers of the final dates for standard and express delivery during the busy Black Friday period through to December. 

The brand also offers Adore Rewards, which gives members early shopping access and exclusive limited-edition Christmas gift sets. They also send gentle reminder emails with messages like, “You left something behind” to encourage customers to complete their purchases.

When done tastefully, this consistent communication creates a sense of urgency and presses into customers’ fear of missing out. 

Collaborate with Other Small Businesses

If you can’t afford to do giveaways on your own, you can always tap a local business that offers complementary products or services.

Ideas	Best For	When to Start
Joint Gift Guide Create a shared digital guide featuring products from 3-5 complementary local businesses	Local makers Online brands with overlapping audiences	October
Cross-Promotion Vouchers Include a discount voucher for a partner business in every Christmas order	Local makers Service providers	Early November

Collaboration is a smart and cost-effective Christmas or Black Friday marketing strategy, especially for small and medium-sized businesses (SMBs) and online brands.

If you run a boutique, you can include a 10% voucher for a complementary local service, such as a nearby beauty salon. In return, the salon can offer a discount for your clothing store — giving customers a complete “Holiday Prep” experience through your combined services.

Optimise Your Website for Seasonal Search

Everyone searches online for the best gifts — and if you’re offering them, it’s time to focus on your local SEO. 

Every Aussie SMB should invest in website and mobile commerce optimisation so their products and services appear at the top of search results when ready-to-buy customers are looking for what they offer.

Ideas	Best For	When to Start
Summer-Specific Call-to-Action Use CTAs like “Shop Now for Beach Days” or “Get Your Holiday BBQ Today”	Online stores  Content-led businesses	October
Dedicated “Under $50 Gifts” Landing Page Create a highly searchable and easy-to-navigate page for budget shoppers	Online stores Product-based businesses	October

Search engine optimisation is essential, especially if you want to capture high-intent search traffic early. At this stage, customers prefer websites and landing pages that showcase a variety of gift ideas and products in one place — without the need to browse through multiple sites or tabs.

If you’re offering limited-edition Christmas bundles, consider working with an SEO specialist to optimise your blogs or landing pages dedicated to your holiday deals. 

Avoid using generic CTAs like “Buy now.” Instead, make them more festive and engaging — for example, “Tick off your gift list today” or “Start your holiday shopping now.”

Offer Click-and-Collect or Local Delivery Options 

Shipping and delivery can be stressful during the holidays for both businesses and customers. 

Offer hassle-free or early delivery options to assure buyers that their orders will arrive before the holiday rush.

Ideas	Best For	When to Start
Express Local Delivery Window Offer a premium, guaranteed delivery slot for the final 72 hours before Christmas	Brick-and-mortar shops Service areas	Late November
Curbside Collection Promotion  Clearly signpost and promote quick, contact-free pick up	Brick-and-mortar shops	Mid-November

Many customers are willing to order early to avoid the Christmas rush. You can encourage this even more by offering a premium delivery option — allowing customers to place orders as early as October and have them delivered within the final 72 hours before Christmas.

If your customers are within the vicinity, encourage them to place their orders in advance and pick them up at their preferred time. You can also offer an additional 5% discount to those who order early as an incentive to start their holiday shopping sooner.

Don’t Stop at Christmas Day 

Many businesses go all out in the days leading up to Christmas. However, to make the most of the holiday season, keep the momentum going even after December 25. Take advantage of Boxing Day and carry the excitement into the new year to keep your customers engaged.

Ideas	Best For	When to Start
Boxing Day “Gift Card Blitz”  Offer a discount specifically for customers spending a gift card	Brands with repeat purchase potential  eCommerce	Plan in December, promote December 26
New Year’s Resolution Promotion Tie your product to post-holiday goals like fitness, organisation, or travel	Service businesses Brands with repeat purchase potential	Promote after Christmas

Major retailers like Myer and David Jones lead the post-Christmas sales with heavy discounts to clear holiday stock. 

However, SMBs can also stay competitive by offering extra discounts or cashback when customers pay with gift cards. This strategy not only encourages gift card purchases but also drives quicker redemptions — allowing businesses to capture full-price sales value upfront.

You can also tie your post-Christmas promotions to New Year’s resolutions to inspire and support customers looking for a fresh start. 

For example, if you run a fitness business, you could launch a “2026 Body Goals” starter package for customers who sign up during the first week of January.

Measure Performance and Stay Flexible 

The Australian retail market is highly competitive, so it’s crucial to ensure your campaigns bring in more customers than you spend on ads. 

The key is to reach the right audience and to give them what they want – so you can achieve the results you’re aiming for.

Idea	Best For	When to Start
Daily ROAS and Engagement Review  Monitor your Return on Ad Spend (ROAS) and engagement rates daily	Any business running ads or email campaigns	Before first campaign launch, regularly after that

Always track the engagement of your ads to see which ones are performing well and which ones should be optimised or removed. 

For example, if an Instagram ad starts converting better than a Facebook ad, your marketing team can quickly reallocate the budget from the underperforming campaign to the one that delivers stronger results.

This requires daily monitoring to maximise conversions and ensure that your top-performing ads make the most of your limited campaign budget.

Holiday Marketing Timeline: When to Launch in Australia

The AU holiday season requires early planning. Starting early allows businesses to secure inventory, refine messaging, and avoid the Christmas rush. 

For reference, here’s a rough timeline of key dates and the campaign focus you should have during each period:

• Late November – Black Friday and Cyber Monday mark the peak spending period for gift shopping, thanks to massive sales. So, as early as the first week of November, focus on promoting discounts, limited-edition bundles, and express delivery options.
• December 1-24 – When December arrives, shift your focus to high-urgency tactics. Many customers are still ticking off their shopping lists at this stage, so highlight:
  • Shipping deadline countdowns;
  • Share last-minute personalised gift guides, and 
  • Promote local pickup options.
• December 25 – Expect minimal sales on Christmas Day, but don’t pause your marketing efforts entirely. Instead, schedule a heartfelt holiday greeting that reflects your brand’s story and values.
• December 26 – Aside from Boxing Day, December 26 marks the start of the post-Christmas sales surge. This rise in activity is driven by aggressive clearance sales and the Gift Card Blitz aimed at clearing stock and capturing immediate revenue. Therefore, continue promoting your limited-edition offers through the year’s end to maintain momentum.
• January – When the holiday season ends, your focus should shift toward customer retention. Customers shouldn’t just be for Christmas. The long-term goal is to keep them engaged by aligning your products with their New Year’s resolutions -and even beyond that.

Additional Holiday Promotion Tips 

In addition to those mentioned above, you can also explore the following ideas to stay ahead of the competition this Christmas season. 

Personalisation: Tailor Offers and Stories 

During the holiday season, customers are always on the lookout for thoughtful gifts that express affection and appreciation for their loved ones – often forgetting to buy something for themselves. 

Brands can take a more personal approach by offering Christmas or Cyber Monday deals that match each buyer’s style and preferences based on AI-driven personalisation, past browsing and purchases. Even a small gesture, like adding the customer’s first name to an email, can make a big difference compared to sending generic promos.

You can also include a line like, “Don’t forget to buy a gift for yourself this holiday season — you deserve it.” This simple yet heartfelt message adds a personal touch and shows that your brand genuinely values its customers.

Local Focus: Delivery, Aussie Summer Language 

Capitalise on the idea of a summer Christmas feast. Use bright summer hues. Swap reindeer or snowmen for backyard BBQs or surfboards to create a truly unique and personal holiday experience for every Australian customer.

Moreover, focus on making delivery a smooth and positive experience despite the holiday rush. As early as November, remind customers about local delivery options and cut-off dates for express post. 

To reduce logistical strain on your end, offer a Click-and-Collect option, especially if your business is in a high-traffic area or in a central business district.

Automation: Email Flows and Scheduled Posts 

It can be overwhelming to handle the influx of messages and orders as December approaches. However, this is a good problem to have – and it can be easily managed through automation and scheduling.

You can ask your virtual assistant to set up automated abandoned cart sequences that include reminders about upcoming Christmas delivery deadlines. Meanwhile, your social media manager can pre-schedule holiday-themed posts leading up to the New Year. 

This way, even if you’re on holiday (especially on Christmas or Boxing Day), your brand remains visible and active.

Storytelling Over Discounts: Use of Emotional Pull 

Lastly, don’t forget to tell stories that matter. After all, Christmas is all about celebrating with the people who matter most — and storytelling is what sets great brands apart.

So, instead of relying only on red discount banners, take inspiration from brands like Coca-Cola and Australia Post. Focus on the emotional value of connection and family rather than product price. Highlight the joy of giving and receiving, not just the act of buying or shipping.

At the end of the day, customers’ holiday purchases are driven by emotion — and when you tap into that, sales naturally follow.

Frequently Asked Questions (FAQs) 

Here are some frequently asked questions about Christmas marketing strategies in Australia.

#1. When Should Australian Businesses Start Christmas Marketing?

Ideally, you should start planning in October and launch your campaigns by early to mid-November. This aligns with the peak gift-buying season, which begins around Black Friday and Cyber Monday in late November.

#2. How Can Small Businesses Compete with Bigger Brands?

Focus on personal connection, localisation, flexibility, and authenticity. Customers are more likely to support businesses that humanise their brand. 

Hence, show the faces behind your team and highlight your connection to the Australian community. Be flexible with rush orders when possible, and focus on emotional connection rather than simply offering the lowest price.

#3. What Are the Best Christmas Campaigns for eCommerce?

Give your loyal customers early access to Black Friday or Christmas deals to encourage more sign-ups before the public sale.

You can also create a dedicated landing page for your Christmas offers, making it easier for customers to find items suited for the holidays or summer celebrations. Additionally, set a clear spending threshold for free shipping — this encourages customers to add more to their carts to qualify.

#4. How Can I Make a Holiday Campaign Stand Out Locally?

Skip the snow and use Aussie summer themes like beaches, BBQs, native flowers, and local slang in your ads and displays.

You can also partner with a local organisation for holiday charity campaigns such as a “Donation per Purchase” program — a great way to boost sales while giving back to your community.

Conclusion

If you want to stand out this holiday season, start preparing now.

By late October or early November, launch your loyalty campaign to capture high-value sales before Black Friday. Promote express and local delivery options, use authentic Aussie themes, and share heartwarming stories that connect with your audience.

Don’t wait until December to start your marketing. The earlier you begin, the better your chances of ending the year strong.

For more information on how to create effective marketing campaigns, call us today or request a callback so we can connect you with the right team.