Sleigh the season: Win Christmas with smarter PR & influencers

It might still feel like sunscreen and BBQs, but savvy marketers know the festive season waits for no one. Over 30% of UK shoppers are actively open to discovering new brands during the festive season, and nearly half are looking for unique food and drink experiences. That’s a huge opportunity – but also a challenge. Because standing out in the noise of Christmas content, PR, campaigns and gifting guides? It’s not easy.

So how do you win without blowing your entire budget on media and retail spend? You sleigh smarter.

Start Early, but Plan Creatively

Yes, June to August really is your festive ground zero. But early planning alone isn’t the unlock – the differentiator is what you do with that time. That means shaping an editorially-minded Christmas PR strategy, mapping your influencer collaborations in detail, and thinking beyond “festive twist” clichés.

Long-lead media typically close Christmas gift guides and PR features four to six months in advance – so samples, assets and messaging need to be tight now. But so should your story. What makes your brand worth including? What’s new, fun, bold or meaningful about your product this season?

Reimagine the Role of Influencers

Influencer marketing doesn’t stop being relevant at Christmas – it just needs to work harder. The most successful festive partnerships aren’t transactional – they’re creative, co-owned and full of personality.

Think:

• Hosting content co-creation sessions with influencers to build standout festive content
• Encouraging creators to share their own Christmas rituals using your brand
• Building influencer-led product edits or gifting bundles
• Using social listening to source brand fans you didn’t even know you had

87% of creators want more creative freedom in brand partnerships, and that freedom leads to more authentic content that consumers actually connect with. Engage your talent early, give them room to create, and treat them like collaborators, not just content pipelines.

Don’t Just Join the Conversation – Create It

Christmas can be beautiful and still bold. The trap many brands fall into is feeling like festive has to mean safe, traditional or twee. That’s where smart earned media campaigns can make the difference.

We’re not talking gimmicks for gimmicks’ sake – but moments that make people pause, smile, share, and tag a friend. We worked with Bertinet Bakery to create a life-sized “toast house” – a sourdough spin on the classic gingerbread home – installed in a vintage store window in West London. The campaign generated over 1 million media impressions, 100k social views, and featured across earned, social and influencer channels. That’s how you turn bread into buzz.

New Festive Rules: Trends to Tap for 2025

To keep your festive campaign relevant (and not just festive), consider these emerging shifts:

• Sustainable Gifting: Shoppers are increasingly values-led. Spotlight your brand’s ethical practices in ways that feel real – not box-ticky.
• Experience Over Stuff: Position your product as part of a bigger moment – a dinner party, a festive ritual, a shared experience.
• Social Commerce: Lean into shoppable posts, festive unboxing content, or live influencer takeovers to turn inspiration into instant purchase.
• UGC as Social Proof: Encourage customer content – reviews, photos, gift reactions – and build it into your content plan.

Measure What Matters

Data is your festive compass. Use analytics tools to track campaign reach, influencer engagement, sentiment and media quality. Monitor not just what’s landing, but why. What creative is converting? What format is winning? Then use that insight to pivot or double down before it’s too late.

Final Sleigh Bells

With so many brands competing for attention at Christmas, only the ones who show up with substance and spark will stick.

Get ahead. Think creatively. Collaborate intentionally. And above all, earn your place in people’s feeds, gift lists and conversations.

Want to know more? Get in touch.

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