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Christmas is fast approaching and e-commerce is preparing to welcome a massive wave of consumers. This year, speed, personalization and originality are the key criteria for attracting buyers. From the most popular gifts to the most creative marketing campaigns, let's discover the major trends that will mark Christmas 2025.
In 2025, some products are essential for the holidays.
For late consumers, e-commerce offers practical solutions. Express deliveries and click & collect allow you to quickly receive your purchases. Simplified return policies provide additional security for customers. Finally, online gift guides help you find the perfect gift without wasting time. These solutions facilitate last-minute shopping while ensuring a smooth and pleasant experience.
Influencer campaigns are no longer limited to simple sponsored posts or TV ads: they are becoming decisive creative and commercial levers for generating traffic, boosting engagement and transforming attention into immediate purchase.
Social networks like Instagram, TikTok, and Pinterest play a central role in consumers' buying decisions. User Generated Content (UGC) inspires confidence and encourages buying (It influences consumers.). Short videos and Reels allow brands to present their products in a dynamic and engaging way.
In addition, collaborations between brands and targeted influencers make it possible to reach specific audiences (especially young and connected consumers.) and to increase the visibility of offers. Social networks are therefore an essential tool for boosting Christmas sales.
On social networks, several collaborations between brands and creators have transformed authentic festive content into massive purchase engines.
Picard, an iconic French frozen food brand, collaborated with content creator Maxime Biaggi around the traditional end-of-year meal. By integrating Picard products into a festive setting shared on YouTube and TikTok, the brand succeeded in combining social content, conviviality and culinary inspiration. A format that speaks directly to the peak of the holidays, that of sharing around the table.
Influencer Maghla highlighted Aigle's winter collection in a photoshoot that was very shared on Instagram. This visual approach focuses on lifestyle aspirations: stylized looks to face winter, broadcast to a young and engaged audience. This allows Aigle to strengthen its organic visibility while anchoring its brand in holiday codes.
The collaboration between The Ginger Chloé and Alme Paris illustrates an influential product co-creation: a festive mini-collection imagined by the influencer, adapted to an inclusive range of sizes and designed for end-of-year meals and celebrations. This type of partnership goes beyond simple recommendations: it creates product and narrative value, because the influencer participates in the design of the line itself.
These examples are not isolated. Numerous other campaigns, whether interactive contests, unboxing videos, thematic gift guides, or live shopping, show that brands are exploiting a variety of formats to reinforce authenticity and stimulate social buying during the most competitive season of the year.
The use of influencers is no longer an accessory tactic: it has become a central strategy, supported by statistics showing that a large part of Christmas shopping starts with a discovery via social networks.
Brands are also banking on creative Christmas campaigns, combining festive storytelling, personalized offers and attractive packaging to captivate consumers and build loyalty.
In 2025, some are going further by integrating advanced technologies, including AI, to strengthen the impact of their communication.
Coca‑Cola's Christmas 2025 campaign, entitled “Holidays Are Coming”, revisits the famous iconic spot by modernizing it to keep up with the times.
The commercial tells the story of a group of friends and families gathered around the holidays, illustrating the magic of Christmas and sharing, while maintaining the emotional storytelling that made the original spot so successful.
To reach a large and diverse audience, Coca‑Cola adapted visuals and scenes to different markets, using advanced creative tools, including some experimentation with AI to generate graphics and improve the visual experience.
The campaign is also heavily featured on social networks like TikTok and Instagram, where short and dynamic versions of the spot are broadcast to create engagement, generate buzz, and invite users to share their own festive experience with the brand's hashtag.
This approach shows how storytelling, technological innovation and social media strategy can be combined to reinforce the emotional impact of a Christmas campaign, while raising the question of the balance between technology and human storytelling sensitivity.
The major French brand Intermarkt hit hard this year with its Christmas ad “Le Mal‑imé”, an animated short that became a viral phenomenon in just a few days. Unlike traditional campaigns that focus on promoting products or special offers, this ad focuses on real emotional storytelling, a philosophical tale that echoes the human Christmas experience.
The spot tells the story of a lone wolf, initially rejected by his peers because he is different, who ends up learning to cook vegetables in order to be accepted to a festive meal with the other forest animals. This animated metaphor goes far beyond a simple commercial message: it's about inclusion, acceptance, personal transformation, and the desire to belong. Themes at the heart of many family reunions during the holidays.
This ad is also distinguished by the way in which it was produced: produced without artificial intelligence, it focuses on craftsmanship, detail and visual authenticity rather than automatically generated visuals, a choice that was widely welcomed on social networks.
It is this depth of narrative, similar to experiences around family holiday tables, that explains why “The Unloved One” has captured the attention of millions of people, eliciting powerful emotional responses and strong online engagement.
John Lewis' Christmas commercial is a perfect example of the power of emotional storytelling in end-of-year marketing. The campaign, called “Where Love Lives,” features a father-son relationship and shows how a gift can become a way to express emotions that are difficult to express. By relying on intimate storytelling, a simple aesthetic and a nostalgic soundtrack, the brand goes beyond product promotion to create a strong cultural moment.
Boots' Christmas campaign, entitled “Gift Happily Ever After,” is a perfect example of how a retailer can turn the shopping experience into a truly festive moment. The spot tells the story of Puss in Boots's adventure in search of the perfect gifts, guided by in-store tips that highlight products adapted to each recipient. Broadcast on TV, social networks and in stores, the campaign combines storytelling, point of sale experience and coherent branding, creating a magical and immersive atmosphere. Boots thus shows that Christmas is not only a time of promotions, but an opportunity to strengthen customers' emotional attachment to the brand.
McDonald's Netherlands caused a sensation (and controversy) with a Christmas ad created massively with artificial intelligence tools, which featured offbeat scenes from the festive season. The result was withdrawn after strong negative feedback on social media, but the campaign itself became an important industry case study showing that experimenting with AI without taking into account and without integrating human emotion can backfire on a brand during a culturally sensitive period.
Christmas 2025 will be marked by creative, fast and personalized e-commerce and influencer marketing campaigns.
Star gifts include connected gadgets, eco-friendly products and unique experiences, while e-commerce makes last-minute shopping easy with express deliveries and online gift guides.
Social networks, in particular TikTok and Instagram, have become central levers: collaborations with influencers, UGC content and dynamic Reels transform attention into immediate purchases. Brands such as Picard, Aigle or Alme Paris illustrate this strategy, combining authenticity, lifestyle and festive creativity.
Some major brands stand out for their storytelling: Intermarkt with “Le Mal‑Aimé” emphasizes inclusion and sharing around the family meal, Coca‑Cola modernizes its classic “Holidays Are Coming” with AI and social media, John Lewis and Boots focus on emotion and the customer experience, while John Lewis and Boots focus on emotion and the customer experience, while McDonald's Netherlands recalls the limits of using AI without humanity.
Christmas 2025 shows that emotion, creativity and technology are the keys to captivating consumers and transforming the magic of the holidays into concrete commitment.
