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If you're a retailer of items that are often purchased as gifts, holiday advertising makes total sense. You're competing for a portion of the most lucrative sales season and getting the word out about the deals, products, and sales that you have going on at your store is important.
If you are not a retailer with holiday items for sale, don't try to take advantage of it all by getting "in the spirit" of the season. You can do more damage than good.
There's an anti-holiday sentiment that has been growing for a few years. Consumers are getting tired of the mess that Christmas shopping has become. It has always been stressful, but now the increase in communication and marketing styles has put it front and center whenever we're connected to media. Television, internet, mobile - all are being bombarded with holiday messages.
This negative sentiment is a dangerous realm if you aren't bringing anything real to the table. You might be having a holiday special of some sort, but if it's not directly tied to something of immediate interest - gifts, food, or travel - you're just participating in the noise.
Instead, take a different approach this year. There's a difference between being "jolly" and trying to capitalize on the season by offering trumped up specials or events that don't directly influence how people will celebrate. Here are some ideas:
Just because the holidays are upon us doesn't mean that your message has to center around it. Today, there are plenty of holiday messages that are both relevant and irrelevant. If you aren't selling something that goes under a tree, into an over, or that gets people from here to there, don't get sucked into the abyss. Be different.