The Holiday Creative Playbook: What Actually Works in 2025

Last updated: December 1, 2025

🎁 Plan Smarter, Perform Better: Get our full 2025 Holiday Guide for platform-specific creative strategies, campaign timing insights, and high-performing ad formats.

The Holiday Creative Playbook: What Actually Works in 2025

As brands fight for attention during the most competitive shopping season of the year, creative execution becomes the deciding factor between being ignored or driving measurable impact. So what kind of holiday ads actually work in 2025?

What Makes Holiday Creative Perform in 2025?

If your holiday campaign still relies on generic promos or overly branded content, you're leaving conversions on the table. Here are the top-performing creative traits this year:

Static beats video during high urgency periods. Shoppers scan quickly—bold discount overlays and product hero shots win.
High contrast visuals and legible CTAs outperform aesthetic but muted layouts.
Cheeky, seasonal messaging builds affinity without needing deep discounts.

TL;DR: Clarity, contrast, and clear value drive engagement when attention is scarce.

UGC and Influencer Content: The Trust Factor

Shoppers trust people over polished brand voices—especially when it comes to gifting. Data shows:

66% of Gen Z and 52% of Millennials trust influencer content more than traditional ads
UGC gift guides ("5 Gifts for Someone Who Has Everything") perform better than brand-led gift catalogs
Creator testimonials with before/after content help shoppers feel confident in purchases

Why it works: Influencers offer validation and simplify decision-making in a cluttered feed.

Messaging That Balances Urgency and Emotion

Holidays are emotional, but economic pressure is real. The best-performing campaigns:

Lead with value and urgency ("Ends Tonight", "Only Sale of the Year")
Layer in meaning and tradition to strengthen emotional resonance
Keep discounts and CTAs above the fold in every format

Effective messaging isn't one-note. It mixes pressure with purpose.

Formats & Tips for the Final Weeks of the Holiday Season

As the countdown to key holidays accelerates, creative should adapt to shifting consumer urgency and decision-making:

Now through Mid-December

Promote flexible fulfillment options: expedited shipping, curbside pickup, and local delivery
Highlight gift guides segmented by price, persona, or purpose to simplify choices
Feature emotional messaging around togetherness and tradition to deepen brand connection

Mid-December through Christmas Eve

Shift to urgent messaging: "Last Chance to Ship", "Order by [date] for Delivery"
Promote instant gifting options like e-gift cards and digital experiences
Use statics or carousels with bold, scannable layouts to support last-minute decision-making

Being agile with creative in the final stretch is key to capturing late shoppers who still want meaningful, stress-free gifting solutions.