Holidays are not only a time of joy and family reunion, but also a time of record sales for stores. People enthusiastically buy gifts, Christmas decorations and food. Such purchases are often accompanied by impulsive decisions and huge expenses. What are the reasons for this phenomenon? Luckily, our digital advertising agency has a deep understanding of consumer psychology.

Psychological Factors That Influence Purchases

Emotional component

Holidays are associated with warmth, joy and hope. For example, New Year's Day makes many people miss their childhood, and decorating the tree and gifts brings happiness.

The emotional connection with these memories makes shopping an important part of the celebration. People try to relive those same moments by choosing gifts and Christmas decorations.

Companies reinforce these emotions through advertising. They show happy families and cozy evenings. This approach creates a desire to repeat these scenes in your life.

Pressure from society

Many people feel the need to follow the rules: set a luxurious table, give something original, or decorate the house. Social media increases this pressure. People see how their friends and acquaintances prepare for the holidays, which makes them want to keep up.

Comparison with others becomes an additional factor. Buyers choose more expensive gifts to show their care or status. This often leads to budget overspending.

Sense of urgency

Before the holidays, there is always a feeling of not having enough time. People worry about not having time to buy the necessary goods or missing out on offers. Stores actively exploit this fear, offering limited-time specials or emphasizing that the goods will sell out soon.

Research shows that a sense of urgency increases impulsiveness when making decisions, especially when it comes to time-sensitive offers.

The Role Of Marketing And Advertising

Brands are carefully considering their marketing strategies before the holidays. They use psychological triggers to grab customers' attention and evoke emotions.

1

Emotional images and stories
Advertising campaigns of big brands are built on stories that evoke joy or tears. Let's look at some of the most successful examples of fairytale Christmas ads.

WestJet Christmas Campaign
In August 2013, the Canadian airline WestJet began working on the idea of a Christmas campaign. The management required a new, large-scale and exciting spectacle.

With the help of 175 airline volunteers, three airports, 19 hidden cameras and one Santa Claus, they managed to perform a real Christmas miracle for 250 passengers on two flights to Calgary from Hamilton and Toronto.

On the appointed day, Santa Claus met passengers on the screen at check-in. He addressed each person by name and asked what they would like to receive from him as a gift for Christmas. At this time, the airline volunteers made cherished lists.

As soon as the planes took off, WestJet volunteers had only a couple of hours to find everything they needed. The partners in the campaign were the CrossIron Mills store and the Best Buy retail chain. Upon arrival, passengers headed to the baggage claim belt. But instead of suitcases, gifts were sent to them.

In the blue boxes, travelers found everything they dreamed of — from socks and underwear to a snowboard, a tablet, and a huge flat-screen TV. Santa Claus came out to greet the passengers while Christmas music played and snow fell. Even adults had a hard time holding back their tears.

The airline promised that when the video reached 200,000 views, it would partner with McDonald’s to organize free flights to reunite families for Christmas. In 24 hours, the christmas creative ads was viewed more than 315,000 times.

While few people knew about WestJet before the “Christmas Miracle” video, the airline became one of the most requested airlines when searching for travel to Canada.

Many media outlets posted the video on their websites. The number of views doubled every day. For the first time, Mashable readers shared material from its site more than a million times.

The number of subscribers to the WestJet channel increased by 320% in three days. The video has been viewed in the millions and has appeared in over 200 countries worldwide, giving the airline's social media presence a competitive edge over its bigger and better-known competitors in the Canadian market.

Starbucks' Hot Christmas Campaign
Twenty years ago, Starbucks decided to sell drinks from September to January in special holiday cups. The first packages weren't even the traditional Christmas red, but purple, but they were different from those in which drinks were served the rest of the year.

Two years later, Starbucks' Christmas cups became the color of a caramel apple. The appearance of holiday packaging also meant a new Christmas menu, which can only be tried for a few months. Every year, the company introduces a new cup design.

In 2015, Starbucks stirred controversy with its holiday cup design, featuring only a red background and the company logo. Critics accused the coffee chain of stripping away traditional Christmas symbols to avoid offending anyone in the name of political correctness.

This led to a viral trend on Twitter under the hashtag #ItsJustACup, with social media users and talk shows discussing the design. Even then-presidential candidate Donald Trump weighed in on the debate.

Despite the backlash, the advertising campaigns turned into a massive success. During the 13 weeks leading up to Christmas, Starbucks saw nearly a 12% increase in sales compared to the previous year. By embracing a minimalist design, the company not only sparked widespread conversation but also generated billions in revenue.

2

Special promotions and offers

Coupons, discounts and loyalty programs are becoming an important tool to attract customers. People see such deals as a way to save money, although they often end up buying more than they planned.

3

Create a festive atmosphere

Beautifully decorated store windows, New Year songs and gift wrapping help create a festive atmosphere. This increases the likelihood that people will shop at that particular store.

4

Cultural aspects

Holiday traditions vary from country to country. In some cultures, gifts have symbolic meaning, while in others, quantity or value is more important.

In Western Europe, for example, people pay more attention to Christmas. But there is a common trend everywhere: people are willing to spend more money for a pleasant atmosphere.

General Points On Holiday Shopping

During the holidays, shoppers are influenced by psychological factors. Emotions, social pressure, and urgency make people spend more time and money on gifts and decorations.

Companies actively use these factors to stimulate sales.

Cultural differences affect gift choices and the way they celebrate.

The festive atmosphere and its characteristics play an important role in shaping consumer behavior. Understanding these mechanisms can make buyers rational in their decisions and allow companies to successfully plan marketing strategies.