July is a critical window for brands that want to be successful in marketing. Studies show that 40% of customers do their Christmas shopping before Halloween. Marketing not only allows brands to build on a solid foundation, but allows for more creativity for festive campaigns.
Media and Content Needs Planning Ahead of Time
Christmas might feel seasonal, but it never really disappears. Netflix still has Christmas content on its platform, with examples being The Holiday, Hot Frosty, and The Holdovers. Spotify never takes its festive content down either. Spotify attracts listeners beyond December, as people wind down from the festivities.
iGaming also represents this trend. Slot titles like Wolf It Up Christmas, and Saint Nicked 2 JPK Ho Ho Ho can be played year-round, but the marketing for games like this starts earlier in the year. This lays down the groundwork for seasonal titles, and it also ensures that the biggest benefits can be capitalised on. The constant availability of Christmas content supports the fact that consumers are engaging with festive content before the Christmas period begins. Brands that take this concept and run with it, by crafting campaigns that stand out, and by utilising current data to guide future campaigns, can avoid missing out on PR deadlines, as well as creating key media.
Some examples of brands that have done this well include Marks & Spencer. Last year’s campaign saw different variations and resulted in a measurable sales lift. For Waitrose, celebrity appearances also helped the brand to solidify its message, and by planning ahead of time, it was possible to get big names to take part. Something which would not have been possible if planning hadn’t begun earlier in the year.
John Lewis has also been meticulous with their festive planning over the years. Earlier consumer testing and insights helped the brand to refine its Snapper campaign, which resulted in strong foot traffic and emotional resonance with consumers. Coca-Cola also ran a successful campaign using AI, showing how brands aren’t limited by their budget.
July and August are Critical Windows
July and August provide a critical window for brands to analyse the performance of previous campaigns, as well as identifying what worked and what didn’t. July also provides the perfect opportunity for brands to set clear objectives and KPIs for Q4 marketing, while forecasting demand so inventory shortages can be avoide
Aside from this, brands can also manage storage across multiple warehouses, ensuring even distribution ahead of time so that dispatches can be made on time. October can then be used to test offers and capture early shoppers while booking media placements. Media outlets plan Christmas features months ahead of time, too, so summer is a great period of time to pitch a campaign and secure coverage with outlets that are highly sought-after. Ultimately, data proves time and time again that July is a launchpad for brands. The biggest Christmas campaigns, as documented by Brands & Agencies, all feature meticulous planning, rather than being an afterthought. As marketing campaigns require a solid foundation to build on, setting things in motion in July, gives brands a 12-week head start before Christmas shopping begins, a critical window that most small businesses miss out on.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
