Merry Christmas, Happy Hannukah

Spoiler alert: it’s not even Halloween yet.

Have you ever strolled into a store in mid-September to pick up some spooky decorations for Halloween, only to be bombarded by Christmas lights and wreaths? Yep, it’s happening, and it seems like the holidays are creeping up earlier each year. It’s September, folks, and yet there are already pre-lit reindeer staring you down, subtly reminding you that you’re late on your gift shopping.

Remember when the holiday season actually started after Thanksgiving? Now, before the turkey even has a chance to gobble, holiday marketing is shoving peppermint-flavored everything down our throats. But does Christmas need to start before we’ve even picked out our Halloween costumes?

Let’s unpack this trend, and (most importantly) how your brand can ride the holiday wave without giving your customers festive anxiety.

Halloween: The Casualty of Christmas

R.I.P. Halloween, you had a good run. While most of us are still choosing our costumes (and probably panicking because we haven’t started), retail stores are busy pushing Rudolph in front of Jack Skellington. Seriously, why does it feel like Halloween decor hits the shelves in late August, only to be swiftly replaced by Santa Claus in September?

Don’t get us wrong—we love the holidays. But let’s be real, starting the holiday cheer in September is like putting your Christmas tree up in July. It’s overkill. However, this early push isn’t just annoying—it can also hurt your brand. Nobody wants to feel the pressure of Christmas shopping when they’re still rocking a swimsuit. That brings us to a key point: don’t stress your shoppers out.

The Fine Line Between Festive and Too Festive

What’s worse than hearing Jingle Bells on repeat in October? Holiday anxiety—it’s real, and it’s ruining the joy. You want your customers to feel excited, not overwhelmed by a tidal wave of holiday promotions before they’ve even bought a pumpkin. So, let’s talk strategy.

Pro Tip: Take a deep breath, and remember—it’s okay to start thinking about the holidays before Thanksgiving, but please don’t start in September.

A great example of a brand that balances the holiday rush without creating shopper fatigue is Glossier. They keep it chill. Instead of bombarding their customers with Christmas sales while they’re still thinking about PSLs (pumpkin spice lattes, for the uninitiated), they wait until it actually feels like the holidays. In the weeks leading up to Black Friday, they gradually introduce limited edition sets and exclusive deals that feel exciting, not stressful.

Holiday Sales: When It’s Too Soon

Holiday sales are inevitable (we know), but dropping your Cyber Monday sale in September is like showing up to a Halloween party in a Santa suit. It’s just awkward.

Instead, look to brands like Patagonia. Their approach to holiday marketing? It’s refreshingly nonchalant. Rather than hitting you over the head with Christmas deals in September, Patagonia keeps it low-key. They emphasize sustainability and responsible shopping, encouraging customers to make thoughtful, intentional purchases. Their marketing doesn’t scream “buy, buy, buy!” but rather, “take your time and buy what matters.” It’s the kind of energy we need when everyone else is shouting about doorbuster sales.

The takeaway? You don’t have to rush. Your customers are going to shop for the holidays when they’re ready, not because you panic them into it in September.

A Better Timeline for Holiday Marketing

Here’s a simple timeline for brands that want to make the most of the holiday season, without losing their chill.

1. September – Early October: Let Halloween Breathe

The spooky season deserves its moment. Don’t clutter your marketing with holiday cheer just yet. Tease, but don’t overwhelm. Maybe hint at upcoming sales or product drops, but keep it subtle. No snowflakes in sight, please.

2. Late October – Mid-November: Sneak Peek Season

It’s okay to give your audience a little taste of what’s to come. Send out a few teasers about your holiday collection, but keep the main focus on fall—pumpkin spice, cozy sweaters, and the last breath of autumn. Brands like Aritzia do this well with their stylish, seasonal drops that feel relevant but not rushed.

3. Mid-November: Go Time

Once November hits, it’s fair game. Black Friday and Cyber Monday are right around the corner, and now is the time to go all-in on holiday marketing. Start dropping those festive vibes, and get your customers excited—just in time for the actual shopping season.

4. December: The Real Deal

Now’s the time to pull out all the stops—holiday cheer, exclusive collections, gift guides, and yes, your flashiest sales. But do it thoughtfully. Everlane excels here, with their mindful approach to gift-giving. Their “Choose What You Pay” sales let shoppers feel in control, and they roll out their holiday messaging in December when everyone’s actually ready to shop.

Campaigns That Nailed It

Want to stand out without pushing your customers into early-onset holiday fatigue? Take some notes from these brands that have mastered the holiday campaign:

• Starbucks – The iconic red cup launch. Starbucks knows how to spark holiday excitement without jumping the gun. They keep it consistent—holiday cups and seasonal drinks arrive just before Thanksgiving, and they create anticipation without overwhelming customers months in advance.

• REI – Their #OptOutside campaign on Black Friday is a game-changer. While everyone else is pushing sales, REI encourages people to skip shopping and go outside. It’s genius, relatable, and doesn’t drown customers in pre-holiday marketing hysteria.

• Lush – Known for their holiday gift sets, Lush doesn’t rush. Their holiday collection arrives when people are ready to think about gifting, and it’s curated perfectly for those seeking thoughtful, unique presents. They even highlight sustainability, making their products feel more meaningful.

Keep It Festive, Keep It Chill

The holiday season doesn’t need to start in September. Your brand can get into the spirit without stressing people out or creating holiday anxiety. The key is balance: build excitement without overwhelming your customers. Tease, but don’t shove Christmas down their throats while they’re still carving pumpkins.

As you plan your holiday campaigns, remember to respect the spooky season, give Thanksgiving its due, and let Christmas come at the right time. Your customers will thank you, and so will their wallets. For holiday campaign support, contact us.

Until then, grab a pumpkin spice latte, relax, and maybe hold off on the tinsel

Written while dodging premature Christmas carols (pls refrain Mariah to come out no later than December 1)