01 Oct 2025 Holiday Social Media Marketing Guide
The holiday season is one of the most exciting times for brands to connect with their audiences, and having a thoughtful plan in place can help ensure your content shines. In this 2025 Holiday Social Media Marketing Guide, we’ll explore trends, platform insights, and strategies to inspire your approach.
Why This Season Looks Different
Holiday shopping is starting earlier: Many consumers are beginning as soon as September to avoid shipping delays. According to a report published by Basis Technologies, 46% say they anticipate finishing their holiday purchases before Black Friday or Cyber Monday. This highlights an opportunity for brands to launch campaigns and tease products earlier to reach early buyers and maximize seasonal sales.
Social commerce is on the rise: Shoppers are increasingly turning to social platforms for both discovery and direct purchases. In fact, 34% of those aged 18-34 are shopping on social media on a weekly basis, and over 50% of shoppers shared they would spend up to half of their holiday budget via social platforms this year. Brands should add shoppable features, like product tags or link stickers, to turn discovery into quick, seamless purchases.
Value-Driven Shoppers: Many consumers are increasingly drawn to brands that align with their values. Sustainability, ethical sourcing, eco-friendly packaging, and social impact are becoming important factors in purchase decisions. Brands that communicate these efforts through authentic storytelling are better positioned to connect during the season.
Budget-Conscious Shoppers: Shoppers are keeping a closer eye on their wallets this season and actively seeking deals, discounts, and exclusive offers. Free shipping remains a strong motivator, with almost 50% of shoppers across all age groups adding extra items to unlock it. This makes incentives like free or faster delivery just as persuasive as discounts and brands should highlight these, along with any other seasonal perks, on social media to boost awareness, encourage brand loyalty, and increase chances of buys influenced by social.
Sources: Basis Technologies; Exploding Topics; Bazaarvoice
2025 Key Timeline & Dates
A well-paced approach helps keep campaigns consistent and engaging. Here’s a helpful timeline and the season’s most important dates:
Q3-Early October
- Review past campaigns, set goals, and begin creative planning.
- Use tools, like Pinterest Trends, to time posts for maximize discoverability.
- Confirm partnerships with influencers or creators.
Late October
Oct. 20 – Diwali
Oct. 31 – Halloween
- Roll out seasonal or themed content, teaser content, DIY, and gift guides.
- Begin engaging audiences with holiday storytelling and early inspiration posts.
Early November
Nov. 11 – Veteran’s Day
- Ramp up discovery content and publish pins and SEO-rich holiday content.
- Activate influencer and UGC-style content.
Late November
Nov. 27 – Thanksgiving
Nov. 28 – Black Friday
Nov. 29 – Small Business Saturday
- Prioritize limited-time offers to maximize urgency during peak shopping days.
- Leverage paid ads to drive conversion.
Early December
Dec. 1 – Cyber Monday
Dec. 2 – GivingTuesday
Dec. 8 – Green Monday*
- Run gift inspiration, themed promotions, and countdown-urgency campaigns.
- Highlight curated gift guides and product recommendations from influencers.
Late December
Dec. 14-Dec. 22 – Hanukkah
Dec. 25 – Christmas
Dec. 26-Jan. 1 – Kwanzaa
Dec. 31 – New Year’s Eve
- Highlight last-minute gifts, shipping deadlines, and promote gift cards.
- Maintain holiday messaging and environment.
Resource: Pinterest Trends
*Green Monday, traditionally one of the busiest online shopping days of December, remains significant as shoppers seek out both deals and sustainable gift options. With sustainability or health and wellness influencing over one-third of holiday purchasing decisions, it’s a chance for brands to spotlight eco-friendly products or initiatives.
Platform Insights
Every social media platform offers unique opportunities during the holidays. Tailoring your approach to each one ensures your content feels natural and is effective in reaching the appropriate audiences.
- What’s working: Reels continue to drive discovery, while shoppable posts and Stories can turn inspiration into quick purchases.
- Holiday tip: Create holiday-themed Reels and use countdown stickers for product launches and limited-time deals.
- Why it matters: Instagram’s visual-first environment makes it a top platform for holiday inspiration and gifting ideas.
- What’s working: Pinterest is heavily used for planning, from gift ideas to recipes and decor. In fact, 10 new boards are created per second on Pinterest during the holidays.
- Holiday tip: Create Pinterest boards tied to holiday moments and to inspire and showcase products. Remember: be sure to optimize board titles, descriptions, and Pin text with search-driven copy so your content surfaces.
- Why it matters: Pinterest users are in “planning mode,” which means they are more open to inspiration and more likely to save or shop from Pins.
Source: Pinterest
TikTok
- What’s working: TikTok has become a powerhouse for discovery-driven shopping, with features like live shopping and product “drops” gaining traction.
- Holiday tip: Lean into trending audio and run short creator-led product demos or use TikTok Live for holiday Q&As or unboxings.
- Why it matters: TikTok’s algorithm rewards creativity and relatability, making it easier for smaller brands to reach holiday shoppers.
- What’s working: Facebook is valuable for retargeting, dynamic ads, and reaching older demographics, especially for driving repeat purchases and maintaining brand visibility.
- Holiday tip: Pair dynamic product ads with seasonal creative, like holiday-themed copy or visuals, to make retargeting feel timely and relevant.
- Why it matters: Facebook is a strong conversion channel for users who need a final nudge after seeing a product on other platforms.
YouTube
- What’s working: YouTube continues to influence holiday purchase decisions with long-form reviews, unboxings, and Shorts. It also doubles as a search engine.
- Holiday tip: Build a “Holiday Gift Guide” video series (by budget, recipient type, or category) and repurpose clips as YouTube Shorts for quick discovery.
- Why it matters: Younger audiences, in particular, use YouTube as a hybrid of search and entertainment, making it a strong place to influence consideration.
X (formerly Twitter)
- What’s working: X is less about shopping directly, but it is still relevant for real-time engagement, customer service, and amplifying campaigns.
- Holiday tip: Use X for timely updates, like shipping cutoffs, flash deals, or last-minute gifting ideas. Consider interactive content like polls or branded hashtags.
- Why it matters: X is a space to build brand personality and responsiveness during a busy shopping season.
Creating Holiday Content that Resonates
The holidays are a crowded season on social media and standing out requires more than just posting frequently—it is about combining creativity with strategy. The right content not only grabs attention but also builds emotional connection to help convert browsers into buyers. To maximize impact, focus on both the types of content you create and the strategies behind them. Below are a few examples of engaging content types and strategies that can help your brand stay relevant, engaging, and effective amidst the masses.
Types of Engaging Content
- Visuals: Use holiday-themed visuals, including festive colors, backgrounds, and imagery, to create a strong visual presence.
- Interactive Posts: Incorporate interactive elements like polls, quizzes, and contests to boost engagement and gather audience insights.
- Storytelling: Craft compelling narratives that evoke emotions and connect with the holiday spirit, whether it is joy, gratitude, or nostalgia.
- User-Generated Content (UGC): Encourage users to share their experiences and content related to your brand using branded hashtags.
- Behind-the-Scenes Content: Offer a glimpse into your brand’s holiday preparations or behind-the-scenes moments to build authenticity.
Content Strategies That Work
- Storytelling & Emotional Pull: Highlight traditions, gratitude, or behind-the-scenes content.
- Value-Driven Content: Create gift guides, checklists, or holiday hacks to be genuinely helpful.
- Seamless Social Commerce: Make sure checkout is easy with shoppable tags and clear return policies.
- Personalization: Segment audiences for tailored offers, such as early access for loyal customers.
- Limited-Time Offers: Use urgency carefully, emphasizing exclusivity without overwhelming shoppers.
- Agility: Stay ready to adapt content if a trend or cultural moment fits your brand.
Holiday Wrap-Up
The holidays are a chance for brands to stand out, inspire, and connect with their communities. Success comes from blending creativity with strategy—leveraging discovery-driven content, social commerce, and authentic storytelling to engage shoppers at every stage. By planning early, optimizing campaigns for each platform, and focusing on what resonates with your audience, brands can not only drive seasonal sales but also strengthen lasting relationships that carry beyond the holidays.
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