With Thanksgiving just days away, the 2023 holiday season is in full swing. For weeks, marketers have been rolling out campaigns timed to the crucial period, one where consumers are expected to spend an average of $1,652 — a 14% year-over-year increase — per Deloitte’s annual holiday retail survey.
Holiday marketing this year shows brands trying a variety of approaches during a period that has seen pandemic-era concerns replaced by economic uncertainty. Several retailers have balanced sentimentality around friends and family with concern for value and budgets.
Others have leaned into emerging digital channels, shoppable content and novel offerings like cocktail concierges and gift registries. One has even reunited the cast of classic film for a series of ads celebrating a Black Friday season that now extends throughout the month of November.
Below, Marketing Dive has selected 12 campaigns that demonstrate how brands are celebrating the holiday season in 2023 — and what they could have planned for the new year.