The holiday season isn’t just a time for festive lights, joyful gatherings, and delicious food. For many brands, it’s the golden opportunity to connect with customers in unique and meaningful ways. Over the past decade, we’ve seen some of the most brilliant and memorable holiday campaigns – ones that do more than offer discounts; they create magical experiences that deepen customer relationships.
Join us on a fun-filled journey as we count down the 10 best Christmas and New Year loyalty campaigns from brands who took holiday cheer to the next level. And if you’re a business owner, get ready to be inspired!
1. Starbucks’ Holiday Cheer Pass (2013)
Who can forget Starbucks’ Holiday Cheer Pass? The coffee giant launched this campaign in 2013, giving customers the chance to pay it forward. Here’s how it worked: select customers were gifted a “Cheer Pass” when they made a purchase, and they could pass it along to cover the next customer’s drink. This feel-good loyalty initiative not only built community but also encouraged people to step into the holiday spirit.
Why it worked: People love being part of something bigger, especially during the holidays. The pass became a symbol of connection and kindness, making Starbucks more than a place for coffee – it was a holiday destination.
During the holiday season, foot traffic for Starbucks increases by around 15% compared to the rest of the year. Starbucks tapped into this surge by fostering community and goodwill, keeping their stores top of mind when customers were looking to celebrate the season with a treat.
2. Macy’s “Believe” Campaign (2014 – Present)
Macy’s has run its “Believe” campaign for years, but each holiday season, it manages to top itself with even more heartwarming touches. Customers are encouraged to write letters to Santa, and for each letter, Macy’s donates $1 to Make-A-Wish Foundation. With loyalty program members also getting special offers during this campaign, Macy’s turns its loyalty program into a mission of goodwill.
Why it worked: Tying loyalty to charity gives customers a reason to support the brand, knowing they’re making a difference. And as a bonus, it spreads that holiday warmth!
According to Deloitte, 66% of customers are more likely to shop with brands that support causes aligned with their values. Macy’s “Believe” campaign captured this trend by letting customers participate in a meaningful cause while shopping for holiday gifts.
3. Sephora’s Holiday Bonus Event (Annual)
Sephora’s “Holiday Bonus Event” is an annual tradition that Beauty Insiders (their loyalty members) eagerly await. Depending on their membership tier, customers get early access to holiday deals and discounts. The event is structured with tiered discounts based on loyalty levels, making it exclusive yet accessible, especially as people prep for holiday glam.
Why it worked: It turns out that exclusivity is a powerful motivator! By creating a sense of urgency and exclusivity, Sephora not only boosts holiday sales but strengthens customer loyalty through an insider community.
4. REI’s (Recreational Equipment, Inc.) “#OptOutside” Movement (2015 – Present)
REI took a unique approach in 2015 by actually closing all its stores on Black Friday, urging customers to spend the day outdoors instead. This bold move was backed by a social media campaign where loyalty members and followers were encouraged to share their outdoor adventures using #OptOutside. REI’s loyalty program also included offers on outdoor gear to help customers get started.
Why it worked: REI’s #OptOutside campaign stood out as it wasn’t about sales but values. The campaign helped REI build brand loyalty, especially among customers who prioritize experiences over material items.
According to the National Retail Federation, nearly 60% of customers say brand values impact their loyalty decisions. By closing on Black Friday, REI proved they were committed to their mission, winning lifelong loyalty from customers who value the outdoors.
5. IKEA’s “Win a Home Makeover for Christmas” (2018)
In 2018, IKEA launched a holiday-themed contest where loyalty members had the chance to win a home makeover. Participants submitted their “holiday makeover dreams” with IKEA, and winners received furniture, home décor, and help from an interior designer to spruce up their space just in time for the holidays.
Why it worked: This campaign made IKEA’s loyalty program members feel valued and appreciated. Offering an exclusive, non-monetary prize that fits the season made the campaign feel special and memorable.
6. Pret A Manger’s “Christmas Sandwich for a Year” (2019)
Pret took loyalty to a whole new level in 2019 by giving one lucky customer a chance to win free Christmas sandwiches for an entire year. Customers entered the contest by purchasing a Christmas sandwich and using their loyalty card, adding a touch of exclusivity and excitement to a limited-time holiday treat.
Why it worked: Pret turned a simple holiday favorite into an aspirational, year-long reward. For fans, winning meant a year of delicious, festive flavors…a perfect, quirky prize!
7. Airbnb’s “A Festive Stay Experience” (2020)
During the pandemic holiday season, Airbnb launched a campaign where users could book virtual experiences with hosts worldwide. From online gingerbread house making to Christmas market tours, Airbnb’s loyalty members received early access to these limited holiday experiences, helping people connect and celebrate from the comfort of their own homes.
Why it worked: By adapting to pandemic restrictions, Airbnb kept the holiday spirit alive for its customers in a safe, accessible way, turning its loyalty program into a community of holiday experiences.
8. Apple’s “12 Days of Christmas Gifts” App (2010-2013)
Apple’s 12 Days of Christmas Gifts app was a limited-time initiative that offered users a free app, song, book, or movie every day from December 26 to January 6. Though Apple eventually phased out the campaign, it left a lasting impression on users who anticipated each day’s gift.
Why it worked: Apple’s campaign felt like a true “12 Days of Christmas” experience, giving loyal users exclusive holiday content and building excitement for Apple’s offerings.
9. Coca-Cola’s Santa Packs (2015 – Present)
Each year, Coca-Cola’s loyalty program lets customers collect points to earn “Santa Packs,” which include Coca-Cola products in limited-edition holiday packaging. The campaign celebrates Coca-Cola’s famous association with Santa Claus and adds nostalgic value for customers who cherish holiday traditions.
Why it worked: Coca-Cola’s loyalty campaign leaned into nostalgia with its Santa Packs, blending tradition with rewards. Customers felt part of a legacy, adding sentimental value to every Coca-Cola purchase.
10. Walmart’s “Holiday Layaway” for Members (Annual)
Walmart brings back its “Holiday Layaway” option each year, where loyalty members can reserve big-ticket holiday items and pay over time. This flexibility helps customers budget for holiday expenses without extra fees, showing Walmart’s loyalty to their needs during a busy season.
Why it worked: Walmart’s Holiday Layaway is a lifeline for budget-conscious shoppers. It shows empathy and support, building customer loyalty by addressing a real seasonal need.
Takeaways for Your Own Festive Christmas/New Year Marketing Program
Looking to make your mark with a festive campaign? Here’s what these successful campaigns have in common:
- Create Connections: Starbucks’ Cheer Pass and REI’s #OptOutside succeeded because they built a sense of community. Think about how your campaign can foster connections between your customers.
- Use Nostalgia and Exclusivity: Coca-Cola’s Santa Packs and Sephora’s Holiday Bonus Event tapped into our love for tradition and exclusivity. Consider offering limited-edition holiday rewards or items that play into holiday memories.
- Offer Uniquely Relevant Rewards: IKEA’s home makeover and Pret’s Christmas Sandwich Prize were irresistible because they offered rewards that made sense in a holiday context. Think outside the box for a holiday-specific prize that stands out.
- Give Back: Macy’s and REI proved that giving back is powerful, especially during the holidays. Align your campaign with a charitable cause to spread holiday cheer that lasts.
A New Era of Holiday Loyalty
As we look forward to the future, holiday loyalty programs are evolving with technology. With tools like Comosense, brands can make holiday campaigns more personal, data-driven, and memorable. From crafting unique holiday rewards to personalizing offers based on customers’ preferences, the possibilities are endless!
So, whether you’re bringing back a classic tradition or trying something completely new, remember: holiday campaigns aren’t just about rewards – they’re about creating memories that customers cherish for years to come.
