By Kristen Jackman, SVP, Westfield Rise US
Every winter, retailers observe a feeling of festive excitement growing in malls across the country. Despite the buzz that settles among shoppers, brands must strategize as they combat tough competition, with 70% of consumers reporting strong brand loyalty, and attempt to stand out among memorable pop-ups and activations.
Lean into Nostalgia
According to Salesforce, 77% of customers will be waiting until Cyber Week to do their major holiday purchases, leaving retailers questioning how they can stand out during the biggest shopping week of the year.
By incorporating familiar imagery, music and traditions into campaigns, brands can tap into the feeling of nostalgia currently experienced by 6 in 10 Americans. This emotional pull has monetary value for retailers with 48% of U.S. adults ‘at least somewhat likely’ to buy a product that reminds them of the past.
At Westfield Rise, we’re building on this seasonal momentum with our Holiday Village at Century City. The activation will transform the space into a winter village with live entertainment, hourly snowfalls, market stalls selling gifts, and regular appearances from Santa Claus himself. 2025 will also see the return of Blitzen’s Bar, positioned to oversee the Market’s footprint and allow shoppers to soak up the festive cheer while refuelling on seasonal treats.
Curate the Holiday FOMO
Another powerful tool for consumer connection this holiday season is through FOMO, or the ‘fear of missing out’, with 53% of people reporting heightened FOMO during the festive period. Conscious to ‘stay in the loop’, 28% of adults, based across 24 countries, are ‘online almost constantly’, and an extra 40% log on ‘several times a day’. With this captive audience in mind, brands should offer exclusive activations, defined by the shareable moments that draw customers in.
Embrace the Art of Play
As the holidays approach, customers can feel increased urgency to cross gifts off their shopping list. To create a memorable experience that lifts the mood, and fits into the schedule, brands should reinvent the in-between moments from browsing to buying, curating experiences that grab consumer attention as they shop. A recent study of festive campaigns for out-of-home advertising suggested that they led to 57% increase in call to action, 10% rise in purchase intent and a 67% uplift in brand consideration. Whether it’s a hybrid activation or seasonally-dressed messaging that seamlessly blends physical presence with immersive engagement, these touchpoints can transform routine shopping into memorable experiences.
With 2025 poised to be the first quarter trillion-dollar holiday season, it’s a time of opportunity for brands ready to embrace the challenge and deliver meaningful, memorable experiences. These activations are set to, not only drive short-term engagement but also foster deeper emotional connections, paving the way for long-term customer loyalty.
