The Marketing Magic Behind Christmas Traditions We Love

• Iconic holiday figures such as Santa Claus, Rudolph, and Christmas cards were popularised through creative marketing campaigns by brands like Coca-Cola, Montgomery Ward, and Hallmark.
• Seasonal treats like candy canes, Hershey’s Kisses, and Starbucks’ red cups became festive essentials through targeted advertising and packaging strategies.
• These marketing efforts went beyond commerce, cementing brands into the emotional and cultural traditions of the holiday season.

The end-of-year Christmas season is a time of joy, connection, and cherished traditions. From the sparkling Christmas tree to festive treats and greeting cards, these customs have a timeless charm. Yet, many of these traditions trace their origins back to groundbreaking marketing campaigns that did more than just sell products—they helped shape how we celebrate. These ads from the 19th and 20th centuries were pivotal cultural moments that wove businesses into the very fabric of holiday celebrations.

In today’s competitive market, the holiday season remains crucial for businesses, especially smaller ones fighting for consumer attention and spending. By understanding the history behind how marketing has influenced beloved traditions, businesses can craft campaigns that resonate deeply and leave a lasting impact, far beyond the shopping season.

Rudolph, The Retailer’s Reindeer

Few holiday symbols capture the spirit of Christmas quite like Rudolph, the red-nosed reindeer. However, Rudolph’s story isn’t an ancient legend—it’s the result of clever marketing by Montgomery Ward, a U.S. department store, in 1939. Tasked with creating a holiday promotional tool, staff copywriter Robert May wrote the now-iconic story of Rudolph.

The company distributed free pamphlets featuring Rudolph to children during the holiday season, and the character’s popularity grew quickly. By the 1940s, Rudolph had evolved from a marketing gimmick to a household name. His legacy was cemented when Johnny Marks, May’s brother-in-law, turned the story into a hit song in 1949. Today, Rudolph stands as a prime example of how a simple marketing idea can transform into a cherished holiday tradition.

The Modern Santa Claus: Coca-Cola’s Masterpiece

Santa Claus, as we know him today, is perhaps the most iconic figure of Christmas. However, the familiar image of the jolly bearded man in a red suit owes much of its widespread recognition to Coca-Cola’s groundbreaking holiday advertisements.

In the 1930s, Coca-Cola sought to promote its brand during the colder months by projecting a warm and inviting image. To achieve this, they enlisted illustrator Haddon Sundblom, who created the now-legendary image of Santa: cheerful, plump, and rosy-cheeked. Sundblom’s Santa appeared in Coca-Cola ads for decades, eventually replacing older, more austere depictions of St. Nicholas and Father Christmas.

Coca-Cola’s holiday campaign did more than just sell soda—it reshaped Christmas imagery. By regularly featuring this version of Santa in its advertisements, the brand became deeply connected to the warmth and joy of the season, embedding its image of Santa into global holiday culture.

Christmas Cards: Hallmark’s Legacy

For many, the tradition of giving Christmas cards is a heartwarming part of the holiday season. However, the custom gained significant popularity in the early 20th century, largely due to Hallmark’s innovative approach.

Founded in 1910, Hallmark recognised an untapped market in seasonal greetings. The company introduced mass-produced Christmas cards that combined style with affordability, allowing families to easily share holiday cheer. By the 1920s, Hallmark’s elegant designs and heartfelt messages resonated with the growing middle class, eager to embrace the holiday spirit.

Christmas cards soon became more than just a form of communication; they evolved into a way to express emotions, celebrate milestones, and create lasting memories. Hallmark’s vision of transforming everyday cards into treasured holiday keepsakes has played a pivotal role in the success of the greeting card industry today.

Sweet Success: Candy Canes and Festive Chocolates

The red-and-white striped candy cane is a staple of Christmas treats, but its widespread popularity in the United States is a relatively recent development. Although candy canes have a long history, companies like Bobs Candies played a pivotal role in transforming them into a holiday tradition in the 20th century. By marketing them as essential Christmas sweets, these companies cemented candy canes as a festive symbol.

Hershey’s Kisses followed a similar trajectory toward becoming a holiday favourite. Initially launched in 1907, these chocolates gained special seasonal appeal in the 1960s when they were wrapped in red and green foil for Christmas. Through clever advertising, Hershey’s Kisses became synonymous with the holiday season, appearing in candy dishes and stockings across the country.

Starbucks’ Red Cup: A Modern Tradition

While many holiday traditions have been around for generations, Starbucks introduced a fresh one in the late 1990s with its iconic red cup. Launched in 1997, the red cup started as a simple design change to mark the holiday season. Over time, however, it evolved into much more than just a cup.

Starbucks has built a robust marketing strategy around the red cup, including limited-edition drinks, festive merchandise, and interactive social media campaigns. Today, coffee lovers around the world eagerly anticipate the arrival of the red cup, marking the official beginning of the holiday season. It’s a perfect example of how modern marketing can create traditions that feel timeless.

When Marketing Becomes Culture

What sets these campaigns apart is their ability to transcend mere commerce. They did more than just sell products—they captured the essence of the holiday season, connecting brands with the emotions, traditions, and values that define the time of year. In doing so, these campaigns transformed marketing strategies into cultural touchstones.

From Rudolph’s heartwarming story to Santa’s jolly image, from candy canes to Starbucks’ red cups, these examples illustrate the transformative power of creative marketing. Behind every twinkling light and festive cheer lies a tale of ingenuity that has shaped how we celebrate the most cherished season.

As we enjoy the holiday festivities, let’s not only honour the traditions but also marvel at the innovation that made them possible—a testament to the enduring power of storytelling and the magic of marketing.