# Holiday Novelty Brands take advantage of the holidays in unexpected ways. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Nov 26, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/holiday-novelty ## Key Figures - Trend score: 3.3/10 - Evidence articles: 6 ## What is the Holiday Novelty trend? **Holiday Novelty:** Products, services and brands that are not typically associated with the holidays are attempting to change public opinion by offering festive experiences and branding. This approach works not only in surprising and delighting consumers, but also aligns the brand or product in question with the surge of cheer and goodwill that surrounds the season. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 12, 2015 to Jul 15, 2016 - Published: Nov 26, 2015 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Holiday Novelty trend ### Non-Traditional Holiday Experiences More brands are offering festive experiences and branding that are not typically associated with the holidays, allowing for the opportunity to align with the season and surprise and delight customers. ### Charitable Marketing Campaigns Philanthropic marketing campaigns that promote donations to a cause are gaining popularity, allowing businesses to align with social responsibility and engage customers through charitable actions. ### Celebrity Retail Appearances Businesses are leveraging the popularity of well-known personalities to drive more customers to stores and create a memorable shopping experience. ## What the Holiday Novelty trend means for industry ### For Retail Businesses can leverage non-traditional holiday experiences, celebrity retail appearances, and charitable marketing campaigns to attract and engage customers during the holiday season. ### For Food and Beverage Through pop-up food and beverages experiences and workshops, brands can offer customers a unique and memorable experience while aligning with the holiday season and charitable actions. ### For Entertainment By offering holiday-themed events and performances, businesses can engage with customers in a non-traditional way while leveraging the festive mood of the season. ## Workshop question What role does your brand play in peoples' enjoyment of the holidays? ## Trend signals for Holiday Novelty Trend score 3.3 out of 10, from popularity 42%, activity 48%, freshness 8%. - Popularity: 42% - Activity: 48% - Freshness: 8% ## Examples of the Holiday Novelty trend 6 featured examples from Nov 12, 2015 to Jul 15, 2016. - [Stylish Hipster Santas](https://www.trendhunter.com/trends/mall-santa): This Mall Santa Does Not Wear Traditional Christmas Garb (Category: Marketing) Implication: Retailers can capitalize on the trend of non-traditional Santas by offering hipster-inspired holiday merchandise and decorations. - [Galactic Christmas Shows](https://www.trendhunter.com/trends/star-wars-christmas-show): Galeries Lafayette Held a Star Wars Christmas Show for the Festive Season (Category: Marketing) Implication: Retailers can leverage sci-fi themes and geek culture to enhance the shopping experience and attract customers during the holiday season. - [Philanthropic Pet Campaigns](https://www.trendhunter.com/trends/bettertogether): Nutram's #BetterTogether Campaign Features Flixels of Dogs and Owners (Category: Lifestyle) Implication: Opportunity for pet food brands to use innovative advertising techniques and support animal-related charities. - [Holiday Pop-Up Lodges](https://www.trendhunter.com/trends/fortnum-mason): Fortnum & Mason Will Host Workshops at Somerset House (Category: Lifestyle) Implication: Opportunity for hotels and resorts to create pop-up lodges and offer unique experiences to guests. - [Festive Scented Taxi Cabs](https://www.trendhunter.com/trends/christmas-carriages): Molton Brown's 'Christmas Carriages' Offer Induglent Rides (Category: Marketing) Implication: The transportation industry can explore innovative ways to enhance the customer experience, such as incorporating unique scents into vehicles. - [Basketball Player Retail Appearances](https://www.trendhunter.com/trends/celtics-players): This Retailer Hosted Celtics Players During the Holidays (Category: Marketing) Implication: Sporting goods retailers can leverage the popularity of professional sports teams to increase sales during peak seasons and create exciting in-store experiences. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)