Explore the top holiday ads of 2025 and the creative strategies driving emotion, engagement, and performance this season.
The 2025 holiday season is in full swing, and with it comes a new wave of festive storytelling from brands trying to capture consumer attention.
But this year’s holiday retail landscape looks a little different. The National Retail Federation forecasts Americans will spend around $890.49 per person on holiday gifts, food, and decor (a decline from $901.99 per person last year). Many shoppers are watching their budgets, starting earlier, and mixing online and in-store experiences to stretch every dollar.
With spending under pressure and attention spans shorter than ever, brands are getting creative by leaning into humor, nostalgia, and purpose-driven storytelling to connect in more meaningful ways.
Here are a few 2025 holiday campaigns that stood out to us, and what marketers can learn from the strategies behind them.
1. Home Instead
The ad
Home Instead’s “Home But Not Alone” campaign brings back Macaulay Culkin as an adult Kevin McCallister, and it’s every bit as iconic as it sounds.
In the spot, Kevin seals his mom’s house in plastic wrap, a perfect sight gag and a metaphor for the extreme (and often funny) lengths adult children go to in avoiding real conversations about caregiving. Then, in a heartwarming twist, Old Man Marley’s granddaughter appears (shovel in hand) to remind us that isolation is the real danger, not the talk itself.
The 60-second spot will air during Home Alone broadcasts and college football coverage through January 11th, putting the message in front of families at the exact moment those caregiving needs often become clear.
The takeaway
Home Instead’s campaign is a masterclass in balancing emotional storytelling with strategic marketing. By leveraging nostalgia to capture attention and humor to lower resistance, the ad opens the door to an often uncomfortable conversation about caregiving. Its subtle focus on isolation (rather than just the care itself), reframes the issue in a way that feels hopeful rather than heavy.
Pairing this with targeted media placements during family-focused programming ensures the message lands at exactly the right moment, driving both awareness and empathy.
2. Etsy
The ad
Etsy’s holiday campaign leans into its identity as the go-to destination for thoughtful, personalized gifts by highlighting the power of feeling truly “seen.” The campaign centers around 3 interconnected ads.
The first, titled “Drummer Boy,” reimagines the classic Christmas carol through the story of a young boy whose constant tapping worries his parents, until a teacher channels it by gifting him custom drumsticks in a personalized pouch.
Two companion ads expand the narrative, showing students gifting their coach a hat embroidered with his signature phrase and a crossing guard receiving a sweater for her dog.
The takeaway
Etsy’s campaign shines by showing how meaningful, personal gifts can make people feel truly seen — a message that lands even harder in today’s economic climate. With shoppers becoming more intentional about where they spend, Etsy smartly reinforces the value of supporting small businesses and choosing gifts with real emotional weight.
By weaving 3 interconnected stories into one cohesive narrative, the brand proves that thoughtful gifting is about connection, reinforcing Etsy’s unique value proposition in a noisy, crowded marketplace.
3. Waitrose
The ad
Waitrose’s “The Perfect Gift” is a charming four-minute festive short film starring Keira Knightley and Joe Wilkinson. The story follows Phil, a widower whose holiday season takes an unexpected turn when he meets his dream woman at the Waitrose cheese counter, bonding over Sussex Charmer Mature Cheddar.
Blending romance, humor, and food, this playful ad is an industry-first campaign short designed to position Waitrose as a “food entertainment brand.”
The takeaway
Waitrose breaks new ground by crafting a cinematic, story-driven ad that goes beyond traditional retail marketing. “The Perfect Gift” combines star power and a romantic narrative to elevate the brand beyond a traditional supermarket, inviting viewers to engage emotionally with food and festive moments.
In an era where consumers seek more than just products, this long-form format invites viewers to linger, fostering a deeper connection with the brand (the same way they do with their favorite rom com). This innovative format sets a new standard for retail advertising by making the shopping experience feel immersive and deeply personal.
4. Walmart
The ad
Walmart’s holiday campaign transports viewers to “WhoKnewVille,” a whimsical town inspired by Dr. Seuss’s How the Grinch Stole Christmas.
The ad follows Mindy Lou Who, a girl whose wish for a solution to the holiday shopping chaos arrives via a shooting star carrying a mobile device showcasing Walmart’s wide product range, from AirPods to trendy apparel and quirky collectibles. With familiar Seussian visuals and a velvet-voiced narrator, the campaign highlights Walmart’s convenience through its app and Walmart+ service.
The ad runs across TV, streaming, social, and more, launching just ahead of Walmart’s tiered Black Friday deals.
The takeaway
By drawing on the beloved Dr. Seuss holiday aesthetic and infusing it with humor and pop culture references, Walmart creates a festive world that feels familiar and fun, perfect for capturing consumer attention during a stressful shopping season.
At the same time, the campaign clearly communicates Walmart’s key differentiators: a broad product range, budget-friendly deals, and easy access via digital channels like Walmart+. This helps address shoppers’ top concerns this year: value and convenience amid economic uncertainty.
And by launching with a comprehensive, omnichannel rollout, Walmart’s holiday campaign meets consumers where they are, positioning themselves as a reliable destination for holiday shoppers navigating an oversaturated landscape.
5. Gap
The ad
Gap’s holiday campaign, “Give Your Gift,” celebrates the power of sharing unique gifts (AKA your individuality) to bring people closer together.
The ad avoids the glitz and glam typical to holiday creative, instead opting for an emotional approach promoting strength and togetherness. Anchored by a reimagined version of Miley Cyrus’s “The Climb,” the spot features a stirring vocal performance by singer-songwriter Sienna Spiro, accompanied by a multigenerational choir ranging in age from 8 to 72.
The takeaway
Gap’s “Give Your Gift” shines by celebrating individuality and connection, with the diverse, multigenerational choir perfectly embodying Gap’s message. The campaign’s restrained, music-driven approach feels refreshing amid typical high-energy holiday ads, appealing to shoppers who want authenticity over hype.
By avoiding overt selling, Gap invites audiences into a shared emotional experience, positioning its holiday collection as part of something bigger than just products.
Lessons from 2025 holiday campaigns
In a season where budgets are tighter and attention spans shorter, brands that lean into authenticity, meaningful stories, and cultural relevance rise above the noise. Whether it’s through nostalgia, emotional honesty, or creative formats that invite viewers to linger, the best campaigns understand their audience’s needs and deliver value beyond the product.
As you plan your own holiday marketing, take these lessons to heart: focus on real connections, embrace purpose-driven storytelling, and meet your customers where they are, both emotionally and practically.
Holiday ad campaign FAQ
What platforms are best for distributing video advertisements? The best platforms vary depending on your target audience and goals but generally include streaming services (like CTV and OTT platforms), social media channels (Facebook, Instagram, TikTok, YouTube), and traditional broadcast TV. Connected TV (CTV) is rapidly growing for its combination of broad reach and advanced targeting capabilities, making it ideal for holiday campaigns.
What are some effective holiday advertising strategies used by brands? Successful holiday campaigns often blend emotional storytelling with timely messaging, focus on value and convenience, use nostalgia or cultural references, and leverage omnichannel distribution. Brands also capitalize on early shopping trends, incorporate user-generated content, and integrate interactive elements to boost engagement.
How do holiday commercials influence consumer behavior during Christmas? Holiday ads create emotional connections that drive brand recall, encourage gift purchases, and motivate early shopping. They also help shape consumer expectations around deals, convenience, and product variety, influencing where and when shoppers buy.
What creative formats perform best for outcome-driven TV ads? Formats that combine strong storytelling with clear calls to action tend to perform best. This includes short-form spots (15-30 seconds) optimized for non-skippable placements, as well as longer branded content, such as Waitrose’s short film, that builds deeper emotional resonance when paired with data-driven targeting.
What is the impact of non-skippable ads on completion and conversion rates? Non-skippable ads typically achieve higher completion rates, ensuring the full message is seen, which can significantly boost brand awareness and conversion. However, creative quality and relevance remain crucial to prevent viewer frustration and maximize engagement.
What creative elements correlate with higher conversion on TV? High-performing TV ads often feature relatable storytelling, emotional appeal, strong branding early on, clear value propositions, and memorable visuals or soundtracks. Incorporating culturally relevant themes and focusing on authenticity also enhances viewer trust and drives action.
