The 2025 holiday shopping season brings unique hurdles for advertisers. Budgets are tight, but people still expect great experiences. Winning starts with campaigns built on customer intent, local trust, and the ability to adjust quickly—not just deep discounts.
If you’re a small business owner, marketing director, or agency leader, you’ll need to act early and stay flexible. Teams that start planning now and make adjustments along the way will outpace competitors stuck in old routines.
What Makes a Holiday Campaign Successful?
Brands getting real results this season share a couple of habits. They build plans on actual insights, target specific audiences, and update creative as the season unfolds. Instead of setting a campaign and forgetting it, they keep a close eye and make tweaks when needed.
Advertising with McClatchy’s Premium Audience Network (MPAN) gives you constant visibility as customers move from holiday research in early November through post-holiday shopping in January. Local journalism and adaptable digital ads keep your brand relevant and seen across towns large and small.
Focus on Relevance, Not Just Reach
Shoppers in 2025 are careful, but they still want value for their money. Generic offers won’t work. You need messages that connect with local interests, real giving trends, and what your community actually cares about.
Running ads alongside respected local news helps your brand stand out. People notice these placements and trust them more than those buried in unrelated content.
Combine Print and Digital for Better Results
Holiday shoppers bounce from online research to in-person stores without thinking twice. Focusing on just one channel misses opportunities along the way.
Use both local print and digital display, streaming, or social to reach folks wherever they spend time. Omnichannel placement through MPAN lets you keep your message consistent, without bombarding anyone on a single platform.
Match Your Message to the Moment
The holiday season isn’t just one long sprint. Tactics need to change:
- Early season (October to early November): Tell your brand’s story and raise awareness. People are browsing.
- Mid-season (mid-November to December 20): Create urgency and highlight special offers. Buyers are ready to commit.
- Post-holiday (December 26 to January): Focus on loyalty and retention. Gift card redemptions and returns are common, and “New Year” campaigns land well.
With McClatchy’s AdManager, you can switch up your creative fast while keeping everything on budget. Since shopper behavior shifts week to week, this kind of quick move makes a difference.
Keep Loyal Customers Engaged
Repeat customers matter most. Offer early access, personal perks, or exclusive deals—they’ll notice. Don’t stop when Christmas ends. Carry campaigns into the first quarter with new messaging about fresh starts or upcoming deals.
McClatchy’s analytics help you spot who’s worth retargeting, so you can turn holiday shoppers into regulars throughout the year.
Make the Most of This Holiday Season
This year, brands that act on good information and stay responsive will do best. With McClatchy’s Premium Audience Network and AdManager, you can plan smart, launch on time, and optimize all the way to January.
