The Best Tactics for PR Over the Festive Season

The Christmas season is one of the most exciting times of the year, and in the world of PR and media, it is also one of the most competitive times for brands, especially if you are working B2C.

Everybody spends more at Christmas, and as consumer spending increases, media demand for feel-good Christmas stories, all about gifting inspiration and entertainment, is on the up.  For businesses that put plans in place ahead of time, it is a great opportunity to generate exposure and build brand momentum and connections across a period where people are more susceptible to consumer messaging.

At Peppermint Soda, we know that having a PR strategy that is smart and timely can help cut through that festive noise and make sure that campaigns resonate with audiences long after the 12 days of Christmas have passed.

Here’s our guide to the most effective tactics for PR success over the holidays.

Start Planning Early

One of the biggest mistakes that brands can make while marketing and PR over the Christmas period is starting too late.  PR and media relations for Christmas, especially for consumer and lifestyle platforms, need to begin months in advance.  So if you’re reading this now and haven’t quite got your PR plan started for 2025, take this on board for 2026.  Starting early really is the key to getting the best traction for media across Christmas.  We are not just talking a few weeks early, but many journalists are starting to think about Christmas in August!

This doesn’t mean you have to launch your campaign then, but you should have your messaging, assets, product information and PR angles ready. Early organisation gives you the best chance of being featured in high-traffic Christmas round-ups and seasonal stories, especially if you want to land gift guide placements or secure festive editorial coverage.

Create Shareable, Feel-Good Content

Everybody feels a little bit more emotion over Christmas, with festivities powered by nostalgia, joy, family, and being together. Brands that tap into these themes with storytelling and great content online tend to gain the most traction.

Some effective content approaches include:

• Short, heart-warming videos
• Festive behind-the-scenes glimpses
• Stories about your team’s traditions
• Customer-led festive moments
• Emotion-driven blog posts or brand narratives

Make your content easy to share on social platforms, and use consistent seasonal branding. Think of warm tones, cosy imagery, and uplifting music. You will even see many brands making their logo slightly more festive with a Christmas hat or a bit of sparkle.

Launch Limited-Edition Festive Products or Bundles

If working within the product industry, Christmas is a great time to launch limited edition bundles and products, as consumer spending reaches new heights with everything from advent calendars to once-a-year festive scents or flavours of products. Limited editions can create excitement and urgency, giving your marketing team something to shout about.

Ideas include:

• Gift sets
• Seasonal flavours or scents
• Special packaging
• Limited-time promotions
• Festive collaborations

These exclusive items are perfect for gift guides, influencer unboxings, and feature stories. Even a subtle festive twist on an existing product can give journalists a reason to talk about your brand.

Make the Most of Nostalgia

Christmas is the biggest time of year for nostalgia, and it’s one of the most powerful tools in marketing across this period. Many people reminisce about shorter traditions, family gatherings, and love watching classic holiday films, as all of these create an emotional connection to the festive holidays.

You can weave nostalgia into your PR by:

• Sharing the story behind your brand’s holiday inspirations
• Designing retro-style packaging or bringing back packaging from years gone by
• Creating campaigns rooted in sentimental themes
• Using imagery or language that evokes Christmas past

Consumers are naturally drawn to brands that feel familiar, comforting, and authentic, and the festive season is the perfect time to tap into that.

Boost Engagement with Social Media Campaigns

Interactive campaigns thrive during the Christmas period. People love sharing their traditions, favourite gifts, or festive experiences, and well-designed social posts can help you reach new audiences quickly.

Some high-impact ideas include:

• A “12 Days of Christmas” giveaway series
• User-generated content challenges
• Festive photo or video competitions
• Countdown-themed posts
• Live shopping events
• Influencer-hosted takeovers

These types of campaigns not only engage your existing community but also expand your reach organically.

Collaborate with Influencers and Creators

Influencers play a huge role in Christmas PR and marketing. They help make products feel relatable, trusted, and gift-worthy. When chosen carefully, they also enhance authenticity.

Successful festive influencer collabs might include:

• Unboxing videos
• Gift guide placements
• Co-created seasonal content
• Festive home décor or lifestyle shots
• Stories showing how your product fits into their Christmas traditions
• Reviews

Micro-influencers can be particularly powerful, offering high engagement and strong community trust.

Showcase Your Brand Values Through Giving Back

The festive season is all about generosity, and consumers increasingly look to support brands that care. If your company is involved in charity partnerships, community projects, or sustainable initiatives during the holidays, shout about it.

PR is at its strongest when you have a meaningful story to tell. Whether you’re donating products, supporting a cause, or partnering with a local organisation, these stories offer excellent opportunities for press coverage and social engagement.

Make This Festive Season Your Most Successful Yet

With the right mix of creativity, planning, storytelling, and community engagement, the festive season can be transformative for your brand. Whether you need help with media outreach, influencer partnerships, content production or campaign strategy, Peppermint Soda is here to help you sparkle this Christmas.

Want to talk more? Contact us today – [email protected]