{"id":207734,"date":"2025-11-17T10:42:15","date_gmt":"2025-11-17T09:42:15","guid":{"rendered":"https:\/\/spotler.com\/blog\/should-b2b-brands-bother-with-christmas"},"modified":"2026-01-27T20:55:02","modified_gmt":"2026-01-27T19:55:02","slug":"should-b2b-brands-bother-with-christmas","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-au\/blog\/should-b2b-brands-bother-with-christmas","title":{"rendered":"Should B2B brands bother with Christmas?"},"content":{"rendered":"

If you operate in the eCommerce sphere, Christmas preparations are well underway and have been for some time. But what about B2B?<\/strong><\/p>\n

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Why do you want to do a Christmas campaign, anyway?<\/h2>\n

Since you\u2019re reading this article, you\u2019re probably weighing up whether a Christmas campaign is worth the effort. Why?<\/p>\n

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“Our CEO said we have to<\/em>“<\/p>\n<\/blockquote>\n

Yeah, you\u2019re going to have to come up with something.<\/p>\n

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“We\u2019ve always done one<\/em>“<\/p>\n<\/blockquote>\n

Maybe a good reason, maybe not. Take a look at your results from previous years; are they significantly different to your campaigns the rest of the year? If they\u2019re better, then dash away all! If they\u2019re worse, what are you doing?!<\/p>\n

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“Everybody else does it<\/em>“<\/p>\n<\/blockquote>\n

Then maybe you stand out better by NOT doing one. Rember \u201chalf of strategy is choosing what not to do.\u201d<\/p>\n

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What are you trying to achieve?<\/h2>\n

If you only know 1 thing about marketing, make it the 95:5 rule. That is, 95% of your target market isn\u2019t currently in a position to buy.<\/p>\n

If your customers don\u2019t typically change their behaviour towards you around Christmas, you can still harness the festive vibes to keep your connection with them warm.<\/p>\n

Look at how Spotify Wrapped became a huge cultural moment that all kinds of brands have replicated:<\/p>\n

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Source: Shooglebox<\/a><\/em><\/figcaption><\/figure>\n<\/div>\n

\u201c10 things we learned this year\u201d type newsletters can remind your audience of the value they get from you without pushing for a sale. Or you can look ahead to the next year\u2019s trends. The secondary benefit of this is that you can do a \u201cHow did our predictions go?\u201d piece at the end of the year. These make you look great if you got it right, and humble and honest if you missed the mark; win-win!<\/p>\n

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How do I identify my festive 5%?<\/h2>\n

Of course, the 95:5 rule means that you\u2019ve got some ready-to-buy leads sitting there in December if you can only find them.<\/p>\n

One big clue will be how they organise their financial year. If January 1st<\/sup> is the first day of a financial year, then there\u2019s no way they\u2019ll be making large investments in December.<\/p>\n

In the UK, the government\u2019s tax year begins on April 6th<\/a>, so this is also a common choice for businesses too.<\/p>\n

On a more 1-to-1 basis, do your best to monitor when your customers\u2019 existing arrangement are due for renewal. If you\u2019re in the SaaS space like Spotler, you\u2019re probably competing with 12- or 24-month contracts. In this case the sweet spot will be 2-3 months before the renewal date, when it\u2019s near enough to be front of mind, but far enough away that you\u2019ve got a chance of swooping in.<\/p>\n

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My brand colours aren\u2019t very Christmassy\u2026<\/h2>\n

If red, green and white feature strongly in your brand palette, Christmas branding is pretty easy. But when was the last time you saw Santa in blue?<\/p>\n

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Spotler’s key brand colours<\/em><\/figcaption><\/figure>\n<\/div>\n

Fortunately, there\u2019s a wealth of examples that show a short-term change to your brand can actually make you more <\/em>memorable, as your audience\u2019s brains fill the gap in themselves:<\/p>\n

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Source: Marketing Week<\/a><\/em><\/figcaption><\/figure>\n<\/div>\n

In short, a Christmas-themed campaign won\u2019t do any real damage to ability to recognise your brand, as long as you\u2019ve done the legwork the rest of the year to establish your place inside your audience\u2019s minds.<\/p>\n

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Should we say \u201cHappy Holidays\u201d instead?<\/h2>\n

\u201cHappy Hanukkah\u201d?<\/p>\n

\u201cMerry Kwanza\u201d?<\/p>\n

“Blessed Bodhi Day”?<\/p>\n

Christmas might be the dominant cultural event of December, but it\u2019s far from the only one.<\/p>\n

This really comes down to understanding your audience. If you solely serve Buddhists, then Bodhi Day\/Rohatsu is a much better go-to than Christmas.<\/p>\n

If you aren\u2019t confident in making this call, then either \u201cHappy Holidays\u201d or no holiday mention at all are perfectly valid choices.<\/p>\n

Whatever you choose, you\u2019d hope that the majority of your audience will take your greeting in the spirit it was meant, rather than getting overly hung up on the specific choice you\u2019ve made.<\/p>\n

<\/div>\n

Conclusion: It\u2019s up to you<\/h2>\n

Between what you\u2019ve done before, pressure from internal stakeholders, and audience expectations, whether to run a Christmas themed campaign or not is a very personal choice.<\/p>\n

If you go for it, Spotler\u2019s Mail+ email builder is the thing you need on your wishlist. With an easy drag-and-drop-editor, brand library and smooth templates, you\u2019ll be building gorgeous campaigns in record time. Get started with a demo today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Explore whether B2B brands should embrace Christmas marketing, weigh the benefits, relevance and tactics for festive-season campaigning.<\/p>\n","protected":false},"author":76,"featured_media":207736,"template":"","cat_industry":[2668],"cat_topic":[2672,2667],"class_list":["post-207734","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-b2b-en-au","cat_topic-email-marketing-en-int","cat_topic-strategy-en-int"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207734","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/users\/76"}],"version-history":[{"count":2,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207734\/revisions"}],"predecessor-version":[{"id":229528,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/blog\/207734\/revisions\/229528"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/media\/207736"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/media?parent=207734"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/cat_industry?post=207734"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-au\/wp-json\/wp\/v2\/cat_topic?post=207734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}