How Generic Holiday Greetings Hurt Your Brand
The MAC’s Guide to Meaningful Holiday Messages
From all of us at the Marketing Accountability Council, we wish you a season filled with joy, connection, and purpose. The holidays are a time to reflect on what matters most—not just for individuals but for brands, too. As marketers, we have the opportunity (and responsibility) to genuinely connect with the audiences who make our work possible. So, let’s make those connections count.
Now, let’s talk about what doesn’t count: the flurry of uninspired, cookie-cutter holiday emails I uncovered in my Promotions tab today. Yes, I ventured into the abyss of my inbox, filled with messages from Home Depot, Urban Air, Harry & David, and others, all proclaiming some version of “Merry Christmas!” or “Happy Holidays!” The problem? They’re indistinguishable, insincere, and feel more like “we want your attention” than “we value you.”
Home Depot’s generic greeting felt tacked onto a sales push for appliances.
Urban Air wanted me to think extended hours were a holiday miracle.
Even Crate & Barrel’s “thank you” email was overshadowed by a blatant warehouse sale reminder.
It’s hard to take a brand’s sentiment seriously when the message feels like it’s been churned out by a festive email template generator.
These emails don’t just get ignored—they actively detract from how I view these brands. They feel thoughtless, a check-the-box task that says, “Everyone else is doing it, so we have to, too.” And that’s the issue: marketing on autopilot is a one-way ticket to irrelevance.
If you’re sending holiday emails, ask yourself:
Is This Adding Value? If you’re pushing a sale or announcing extended hours, is it something your audience genuinely needs or wants today? Likely not.
Why Today? By Christmas Day, most people are done shopping and in holiday mode. Sending a message now comes off as transactional, not thoughtful.
Would Silence Be Better? A sincere thank-you or a meaningful story about how your brand made a difference this year goes much further than another glittery “Merry Christmas” email in a crowded inbox.
The holidays are an opportunity to remind your audience why they chose your brand in the first place. Don’t waste it with clichés and sales pitches.
From all of us at MAC, here’s to marketing with heart and purpose in the new year ahead. Happy Holidays!