While the holiday season may be winding down in some parts of the world, the opportunities for growth are far from over. By tapping into cultural celebrations around the globe, brands can kickstart their year with a significant boost. From Lunar New Year (Spring Festival) to Eid, understanding and authentically engaging with these moments of celebration can unlock new avenues for commerce success.

Learnings from the peak commerce season

The fourth quarter of the year undoubtedly sees a surge in commerce activity thanks to global shopping events and cultural celebrations. In India, for example, advertising spends increase by 20% due to pan-Indian and regional festivals and, in 2024, many of the world’s largest online retailers including Amazon and China’s JD.com and Alibaba recorded strong sales growth over Black Friday and Singles’ Day. However, maintaining this momentum into the first quarter is crucial for global brands looking to drive growth.

As with the Q4 peak commerce period, planning ahead for Q1 is essential to ensure success, preparing campaigns relating to cultural moments well in advance to build the consideration funnel, allowing consumers to engage with your brand throughout their decision-making journey.

Optimising a brand’s digital presence is equally important, from ensuring brands are well-represented on retailer websites and owned channels. Vickie Segar, Founder and CEO of Village Marketing, notes that social platforms should be a core part of this preparation: “Gen Z and millennials go to TikTok and Instagram for search 40% of the time. SEO marketers, creator marketers, and commerce marketers need to work together for holiday campaigns in order to make an impact”. A seamless and integrated approach across these platforms is key to capturing consumer attention.

Capitalising on creators

Crafting effective creator strategies is another vital element. Marketers should focus on identifying relevant creators who resonate with their target audience and can speak to cultural moments authentically and then mapping out seamless digital journeys for these creators in ways that make sense for their brand.

These journeys are increasingly happening within social platforms, so marketers should consider the unique dynamics of each platform when planning content. Segar reiterates, "All creators are not created equal,” highlighting that data shows someone with 2 million followers can drive less sales than someone with 1 million. “Media buying should be based on sales, not follower count,” she continues, noting that particularly for some cultural moments, creators may have a smaller follower count but be highly influential within the communities where target audiences sit. Brands should focus on creators who can demonstrably drive conversions and sales.

Connecting commerce with culture

“While holidays are a period of great commercial activity, for any brand to be successful, it's important to have an emotional core to the communication,” says Shubha George, Chief Client Officer of WPP in India.

George points to successful activations in India for The Coca-Cola Company as an example of understanding cultural nuances. “These are religious holidays with a lot of socialising and social activity. People get together with family and friends, going out to community congregations in public places called pandals.”

Authenticity is crucial when engaging with cultural celebrations. For majority groups, avoid stereotypes and reflect real lives; for minority groups, consider resonance within their context, while recognising that broader audiences value cultural richness and sensitivity in the brands they choose. Shelina Janmohamed, Director of Consumer Equality at Ogilvy, warns against oversimplifying these moments. “Consumers are intimately familiar with their traditions,” she says, “and superficial branding efforts, for example, generic moon and star imagery for Eid, will fall flat”.

Janmohamed further highlights WPP research showing that businesses failing to engage meaningfully with minority ethnic groups in the UK risk missing out on a cumulative disposable income of £16.7 trillion by 2061.

To capitalise on these potential returns and ensure continued growth throughout the year, brands should consider the following key takeaways:

• Don't neglect cultural moments and festivities in your commerce plans. Waiting until the fourth quarter could mean missing out on significant potential returns.
• Think across the media mix, from retailers to creators, and plan your content and strategies in advance.
• Strive for genuine connection with consumers celebrating these holidays. Authenticity fosters trust and drives growth.

By embracing cultural commerce, brands can unlock new avenues for growth throughout the year.