How Soon Is Too Soon to Start Talking About Christmas?

As September unfolds, many brands are already gearing up for their Christmas campaigns. So commences the annual question pondered by marketers worldwide: “How soon is too soon to start talking about the holidays?”

For many, starting early is a strategic move. Take John Lewis & Partners, for example, who have mastered the art of timing each and every year. Their iconic, annual Christmas campaign launches in November, but the anticipation builds weeks earlier throughout October, with social teasers and subtle hints keeping their audience engaged. Let’s be honest, who doesn’t eagerly await the debut of the next John Lewis Christmas ad?

Some brands however are jumping in even earlier. Just last week, Jamie Laing’s Candy Kittens launched their Christmas campaign. Releasing festive stock, advent calendars and dividing their TikTok audience. Left to wonder - are they out of the gate too early, or just on time?

A strategic bid to remain top-of-mind as early shoppers begin preparing for the festive season, creating a correlation to Christmas and ingraining a position for Candy Kittens well ahead of time. However, the question begs: “Can starting too soon lead to consumer fatigue, and potentially dilute the campaign's long-term impact and ROI?In the end, timing is everything. The goal is to create excitement, not exhaustion. It’s about finding that sweet spot where engagement peaks, ensuring your message hits when it matters most. To maximise impact and drive meaningful results.

Planning your 2024 Christmas campaign? Timing is crucial. Let’s talk about how to make sure your brand stays top-of-mind, without burnout.

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Ahead of Q4, the conversation amongst our offices has begun. When is the right time for brands to launch their Christmas campaigns? Let us know!