So it begins again

September, that wonderful lull before the festive season…

Across the land the air is thick with anticipation, the quiet before a snowstorm of christmas jingles and ringing tills.

For those of us in the business of selling ideas through creative, this is OUR time. For what other time of year can we expect the soul-selling medium of advertising to present as soul-stirring creativity that’s actulaly anticipated, even celebrated (by the greater public no less).

More importantly, this is our time to show that even the most common household brands can connect with a purpose greater then the sum of its SKUs.

In the months before this portal to instant brand equity is open for business, teams of us huddle in meeting rooms, coaxing our (summer-break-fogged) brains into the festive spirit, trying for the life of us to remember what this holiday is all about and planning the perfect festive approach.

It will be relatable yet poignant, uplifting but tug at the heartstrings. Award-winning campaigns will leave us shedding a tear while we share them across social media.

“Christmas campaigns aren’t just about selling—they’re about connecting.”

No easy feat.

Christmas: A Time of Connection, Not Just Celebration

More than a religious occasion (and I’ll leave that as a personal opinion based on societal observations), Christmas has evolved into a season that bonds our fractured society together. It unites us in a collective moment where we bask in the glow of glittering high streets, festive bows, and gifts. It’s a time to relish in a week off, spend time with our families, and—most importantly—partake in the ritual of gift-sharing.

“Christmas isn’t just about the gifts under the tree; it’s about the people around it.”

But for brands, this is also an opportunity. As we collectively complain about train strikes and hope for snow, brands can join the conversation—becoming a part of the Christmas experience.

Anthropology and Gift-Giving: What It Means for Brands

For marketers preparing Christmas promotions (or anyone as fascinated as we are by human behaviour during this time of year), Anthropology offers insights into the ritual of gift-giving. Drawing from the works of renowned anthropologist Marcel Mauss, let’s explore what it means for societies—and how you can leverage this for your brand.

Gifts vs. Commodities: The Heart of the Exchange

In The Gift (1990), Mauss explains that unlike commodities, gifts create obligations between people. The gift reflects more about the giver than the object itself.

“Gift relations are characterised by the transaction of inalienable objects, never completely detached from those carrying out the exchange.” – Marcel Mauss

For your Christmas campaigns, flip the focus to the gift-giver. Instead of highlighting the “perfect gift for Dad,” try talking about the experience of giving. The warm, fuzzy feeling of knowing your place in your tribe (family, workplace, friends) is cemented for another year.

The Power of Giving: Emerson’s Take

If you’re wondering, “Doesn’t that make gift-giving transactional?” you’re right.

Ralph Waldo Emerson famously said in 1844:

“The gift is only a portion of thyself… Therefore the poet brings the poem, the shepherd brings the lamb…”

In modern capitalist societies, the idea that a gift should reflect your life and talent can be tricky. After all, not everyone can give a hand-crafted item. But Emerson’s idea reminds us that there’s a deeper meaning to gift-giving, one that’s tied to the giver’s identity and values.

Bringing This Into Your Campaigns

You can translate this into your brand messaging by focusing on the meaning behind the gift. Whether it’s thoughtful packaging, personalization, or a story tied to the product, highlight how the gift reflects the identity of the giver.

Family Bonds: Christmas Is About More Than Presents

Anthropologists Bennett (1981), Caplow, Bahr, and Chadwick (1983) explored gift-giving as a family affair. They found that Christmas rituals—like giving presents and decorating trees—are most common within families. In 90% of cases, people give presents to parents, children, and children’s spouses. Gifts to non-family members are less frequent.

“This gift means you’re part of our family.”

For brands, the takeaway is clear: Celebrate the bonds of family—both biological and chosen. In your campaigns, focus on the ‘urban family’—friends, colleagues, neighbors, or community members. Convey the message that, by giving a gift, they’re saying, “You’re part of my family.”

The Scrooge Moment

Think of A Christmas Carol. That pivotal scene where the Cratchit family welcomes Scrooge to the table. It wasn’t the food or the presents that mattered—it was the invitation. The sense of belonging.

Wrapping: More Than Just a Box

Now, let’s talk about packaging—the wrapping rule. In Scandinavian societies, the ritual of pakkeleg (a festive game where presents are wrapped with ornate bows) shows how much the wrapping matters, even more than the gift itself. Anthropologists have observed that Christmas wrapping is a cultural norm, signifying sentiment and identity.

“Wrapping overlays the commodity with sentiment and the giver’s identity.” – Claude Lévi-Strauss

Caplow’s 1984 study found that in Christmas photographs, the pile of wrapped gifts is almost always photographed—but a heap of unwrapped gifts is not. The wrapping becomes part of the experience, capturing the anticipation and surprise.

The Takeaway for Brands: Packaging Is Everything

The message for brands? Packaging matters—perhaps even more than the product. The more effort put into the wrapping, the more memorable the experience becomes.

“If you’re not selling ponies or pianos, go the extra mile with packaging. Beautiful wrapping, surprise elements, and thoughtful microcopy can elevate your brand into the heart of the celebration.”

Festive Musings: Wrapping It All Up

We hope you enjoyed these festive musings. Christmas is a time to connect, reflect, and give—but for marketers, it’s also a time to understand the meaning behind these rituals. Your brand can be more than just a product—it can be part of the tradition.

If you’re stuck for campaign ideas or need some inspiration, let’s chat.

Drop your details in the form below, or drop us an email hello@nakedapebrands.com