Seasonal trade marketing is a game-changer for FMCG brands. Holidays, cultural events, and changing seasons create windows of opportunity to captivate consumers, drive foot traffic, and increase product turnover. These campaigns not only cater to consumer emotions but also strengthen relationships with retailers by enhancing store experiences.
In 2025, trends indicate that personalization, sustainability, and digital integration will play increasingly significant roles in seasonal trade marketing success. Let’s explore strategies to maximize seasonal campaigns for FMCG brands.
Key Strategies for Seasonal Trade Marketing
1. Holiday-themed releases and Promotions
Seasonal holidays remain some of the highest-grossing periods for FMCG products. Thoughtfully designed promotions help brands capitalize on consumer enthusiasm and spending.
Limited-time offers (LTOs) are a proven strategy to build excitement and encourage purchases by creating urgency around products with seasonal relevance. When tied to unique flavors or formats, LTOs can enhance consumer engagement and boost sales significantly.
Seasonal items are a consistent hit with customers. Datassential reports that more than half (54%) of consumers are interested in seasonal limited-edition foods and beverages. Statistics show that seasonal flavors also create an emotional connection with consumers.
Also, almost 70% of consumers are likely to try a product if it is affordable, according to NielsenIQ, making LTOs a powerful tool for FMCG brands.
Let’s look at a few examples:
Oreo’s Holiday Editions
Oreo has consistently released holiday-themed campaigns, both online and in-store for Christmas, Halloween, and Valentine’s Day. This contributed to annual sales boosts of up to 8% during holiday seasons.
Pringles' Festive Flavors
One of the most surprising brands in the snacks category is Pringles. The brand managed to combine customers' preference for novelty with the impulse to shop during the holidays. The seasonal launches like "Mint Chocolate" and "Pigs in Blankets" flavors during Christmas have helped the brand remain top-of-mind during the holiday season.
This year, Pringles also released new flavors during summer called Passport to offer consumers bud tastes a trip to Spain, Italy, or Greece.
Tactics
- Introduce limited-edition packaging aligned with seasonal aesthetics.
- Partner with retailers to create holiday-specific end-cap displays and promotional zones.
- Leverage co-branded campaigns with complementary FMCG products (e.g., cookies with coffee).
- Develop seasonal flavors, designs, or packaging to align with key holidays or cultural moments.
- Use messaging such as “Available for a Limited Time Only” to highlight exclusivity.
2. Seasonal Point-of-Sale (POS) Displays
Seasonal POS displays have a significant impact on impulse buying behavior, particularly for FMCG products. Well-designed displays that tap into seasonal themes can draw attention and influence last-minute purchase decisions.
Seasonal point-of-purchase (POP) displays significantly influence consumer behavior and boost sales. According to a report, nearly 75% of shoppers make impulse purchases, with Americans spending over $300 monthly. Well-designed POP displays capitalize on this behavior by showcasing products appealingly, prompting unplanned purchases through a sense of urgency or desire.
Additionally, Creative Displays Now notes that U.S. consumer packaged goods merchandising executives reported perceived sales increases of 19% from permanent displays and 23.8% from temporary displays, underscoring the effectiveness of POP displays in driving sales.
Let’s look at a few examples:
Fanta Misterio Halloween POP display
Dalben Supermercados wanted to engage with customers during Halloween and showcase Coca-Cola’s products at the point of sale. With the help of Tokinomo Shelfobot, Coca-Cola managed to turn its Fanta products to life inside various stores.
Tokinomo Shelfobot interacted with shoppers over 98.000 times during the 2 weeks in which the campaign was active in the 3 Dalben Supermercados in Brazil. This campaign also received a Convrt Award!
Check out the full case study.
Bud Light and Frito-Lay collab for Super Bowl
Bud Light, Pepsi and Frito Lay collaborated and created in-store displays for Super Bowl LVII. Seasonal marketing is not only about Christmas or Halloween. You can also capitalize on various important events, such as the Super Bowl.
Tactics
- Use bold imagery and messaging reflective of the season, such as snowflakes for winter or tropical elements for summer.
- Incorporate interactive features, such as motion sensors, QR codes, or digital screens, to enhance consumer engagement.
- Position displays in high-traffic areas like store entrances or checkout counters to maximize visibility.
3. In-Store Events and Activations
In-store events and activations provide unique opportunities to connect with consumers in a memorable way, fostering loyalty and driving immediate sales.
According to the 2018 EventTrack report, 85% of consumers are likely to make a purchase after participating in events and experiences, and over 90% report having more positive feelings about brands following such engagements.
Let’s look at a few examples:
Whole Foods Holiday Demos
Whole Foods Market enhances the holiday shopping experience by offering cooking demonstrations that showcase festive recipes using their products. These events provide customers with practical meal ideas and highlight specific items available in-store.
Nordstrom's "Wonder All the Way" campaign
A notable instance is Nordstrom's "Wonder All the Way" campaign at their New York City flagship store during the holiday season. This activation transformed the store into a festive environment featuring seven floors of decorations, inflatable characters voiced by celebrities, sound installations, an interactive treasure map, and exclusive holiday collectibles. Additionally, Nordstrom hosted the "Santa Snow Show" with daily performances, providing an immersive holiday experience for shoppers.
Tactics
- Host tastings, recipe demos, or seasonal workshops tied to holidays or cultural moments.
- Collaborate with local influencers or chefs to amplify event visibility and attendance.
- Offer attendees exclusive discounts or samples to drive immediate sales.
4. Digital Integration with Seasonal Campaigns
Digital tools combined with in-store efforts can expand the reach and impact of seasonal campaigns, creating a seamless consumer experience across channels. A 2021 article notes that more than one-third of Americans have incorporated omnichannel features, such as buying online for in-store pickup, into their regular shopping routines since the pandemic, with nearly two-thirds planning to continue this behavior.
Let’s look at a few examples:
L’Oréal’s QR Code Displays
L’Oréal used QR codes on holiday displays to link customers to online gift guides and video tutorials. This integration bridged the gap between physical stores and digital engagement, enhancing the overall shopping experience.
Coca-Cola’s Holidays are coming
Coca-Cola's iconic "Holidays Are Coming" campaign features a festive advertisement with illuminated delivery trucks traversing snowy landscapes, signaling the start of the holiday season. This campaign has been a central part of Coca-Cola's global advertising strategy for many years, creating a strong association between the brand and the festive season.
By combining traditional advertising with digital elements, Coca-Cola successfully engages consumers across multiple platforms, reinforcing brand recognition and enhancing the overall holiday shopping experience
Tactics
- Use geo-targeted ads to highlight in-store seasonal promotions in specific locations.
- Create mobile-exclusive discounts or loyalty program rewards for seasonal products.
- Develop engaging digital content, such as holiday-themed recipe videos or behind-the-scenes product stories, to complement in-store efforts.
5. Analyzing Data to Optimize Seasonal Campaigns
Data analytics ensures more effective seasonal campaigns by identifying trends, successes, and areas for improvement. McKinsey & Company notes that data-activated marketing, which leverages real-time needs, interests, and behaviors, can boost total sales by 15% to 20% and significantly improve the return on investment (ROI) on marketing spend across various channels.
Here’s an interesting example:
Walmart’s Weather-Based Inventory Management
Major retailers like Walmart are increasingly leveraging analytics to mitigate the unpredictable effects of weather on shopping behavior. Once primarily used for inventory planning, weather data is now being utilized to tailor advertising strategies and determine optimal timing for seasonal discounts, such as on sweaters.
Walmart, for example, integrates weather analysis into its inventory planning using artificial intelligence. This year, the retailer reduced sunscreen prices a few weeks earlier than usual in certain parts of the U.S., influenced by forecasts predicting a wetter-than-average autumn.
Tactics
- Collaborate with retailers to access sales and shopper behavior data.
- Conduct post-campaign analyses to evaluate ROI and identify opportunities for improvement.
- Use predictive tools to anticipate consumer preferences for upcoming seasonal campaigns.
Conclusion
Seasonal trade marketing is an essential tool for FMCG brands aiming to stand out in competitive markets. By leveraging holiday promotions, limited-time products, engaging POS displays, in-store activations, and digital integration, brands can drive sales and leave lasting impressions on consumers.
With an eye on trends for 2025, FMCG brands must also prioritize data analytics and sustainability to create campaigns that resonate with both shoppers and retailers. Thoughtful planning and innovation will ensure seasonal marketing efforts translate into long-term success.
