Holiday Marketing in 2020: A Whole New Ballgame

Intentionally Inspirational
3 min readDec 13, 2020


We’re in the home stretch of 2020 and it’s been a crazy year so far. With coronavirus cases rising nationwide, families hurting financially and the nation divided politically, it’s a lot to take in. As a marketer, it would be a mistake to think that this does not and will not impact your marketing and the products that you offer.

What happens in people’s lives very much impacts how they shop and what they purchase. That means that in 2020, you need to rethink the way that you market and what it means for your business and your customers.

Realize that Your Audience Has Changed

The first step in doing that is realizing that your audience has changed. As a business owner, you probably have an idea of your ideal customer. Pull that description out and look at it. What is that person doing now? Are they working from home or still going to work? Do they have a job or are they worried about unemployment?

What is happening with your core customer and how can you help? What can you do to make your marketing sensitive to the people that you’re marketing to? Don’t assume that they are in the same position at the end of 2020 that they were at the beginning of 2020.

Be Sensitive

Speaking of sensitivity, no matter who you’re marketing to, stay sensitive. In today’s day and age, just about anything can go viral. Take extra care to look at your marketing copy, the images, and the message. Examine it to see if you’re being insensitive. Check to see if you’re being too extreme.

Remember, some people have lost their loved ones and their livelihoods. Now is not the time to make light of serious matters that some people are still living through and experiencing first hand.

It’s Okay to Have Fun

That said, it’s okay to have fun, just be sure to be tasteful about it. If you’re not sure, ask some friends for their take. Be sure to poll a wide variety of friends from different walks of life and political sides, that way you get a good idea of how an audience will receive your marketing.

If you’re looking for an example of how to have fun with marketing while still understanding the seriousness of the times, check out what Lego, the makers of The Lego Movie, did with an advertisement in May. It was okay to crack jokes, but Lego was very deliberate in the message that was delivered.

Go Digital

If you’re not digital yet, you need to be. In 2020, people are staying at home whenever possible. Look at the early numbers from Black Friday shoppers. According to numbers reported on TechCrunch, shoppers spent $6.3 million per minute on Shopify on Black Friday.

Not only is online shopping convenient for many shoppers, but it’s also a choice that many people are making in the middle of the coronavirus pandemic. If you’re not digital, you’re missing out.


These are all things to think about as you shape your marketing for the holidays and in the future. If you’re not sure where to start, then check out this previous post that looks at and compares marketing to emotion versus logic versus scarcity/urgency. It’s a great way to start shaping the way you’re going to market.

Good luck and happy holidays!

Written by Erika Towne



Intentionally Inspirational

We work with entrepreneurs and small businesses to help them automate their marketing.