​Despite the general COVID-19 restrictions and weaknesses for businesses, most of the luxury brands rely on their December sales to accomplish 50 to 80% of their transactional goals. The struggle is real, since a lot of US and European countries have chosen to close the stores earlier or only allow them to host a limited number of customers and only if they meet some safety criteria.

Despite the general COVID-19 restrictions and weaknesses for businesses, most of the luxury brands rely on their December sales to accomplish 50 to 80% of their transactional goals. The struggle is real, since a lot of US and European countries have chosen to close the stores earlier or only allow them to host a limited number of customers and only if they meet some safety criteria.

But with physical stores open or not, luxury brands continue to advertise, at least for their online segments. What are they relying on in their strategy and how are they advertising in the holiday season, you will find out as follows:

Empathy and connection

As uncertainty floats in the air almost 3 years after the pandemic burst, spending habits became less and less predictable. Luxury or not, brands and businesses are now in a position to better know their customers and to get their pulse with frequent recurrence. It doesn’t really matter if the plan is displaying digital billboards in Los Angeles or setting new performance ads campaigns, brands need to read the mood of their customers and act toward it. Empathy is key in this strategic movement. Audiences are more anchored to reality than ever, so they don’t really want fairytales anymore. They want a story they can relate to, characters that are similar to them, real-life samples of their own needs and worries. Even though it is the season to be jolly, traditional approaches seem to not work so much. The new jolly is real, palpable, ocular and it’s necessarily something your customers can relate to.

Values and culture

Yes, it’s sales and discounts time, but your audience has a long time memory and remembers all of your actions. That’s why the way you managed the crisis and how you handled the pandemic situation will certainly impact your revenue this festive season. Use reminders to show the values and culture that guided you through your past 3 years actions and put them in the core of your communication these days. Display a business memory on crypto friendly billboards, create a social media campaign “to remember”, promote a retrospective video that puts you in a good light. Whether you’re a luxury brand or a mass market business, your customers will surely appreciate this approach and remember all the good things you did for them.

Partnerships with other similar luxury brands 

Give your audience a sense of echo by associating with some of their other favorite brands. If you’re selling apparel, get close to a shoe brand. If your core is cosmetics, walk hand in hand with beauty clinics. If your niche is jewelry, think about other luxury accessories, such as bags and purses, to match your products. Together, we’re better. And inspired brand “friendships” can also inspire audiences. Cross selling is not a new thing, but this holiday season it sparks more than a Christmas decoration. Be bold in your partnerships, but never step out the borders and give your audience what it needs, with the support of other colleagues. The win win will open doors for following partnerships, too.

The past 3 years have been atypical for advertisers, marketers and communicators. And even luxury brands felt that deeply. Step up your game this holiday season and advertise as one should always: with empathy, through well known values and hand in hand with a partner.

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