As the holiday season approaches, advertising campaigns undergo a noticeable transformation: emotions take center stage, and video clips evolve into short films that tell touching, sometimes even nostalgic, stories. During this period, consumers behave differently—they become more emotionally receptive and often search for meaning rather than material gain. Gabija Velykytė, a PhD candidate and Vice-Dean for Communication at the VILNIUS TECH Faculty of Creative Industries (KIF), and Dr. Sigita Kamašauskė, a lecturer at KIF, who both research brand communication and consumer behavior, explain why this pre-holiday period brings these communication processes to the forefront.

Fairy Tales and Miracles: Narratives That Sell

Dr. S. Kamašauskė, who researches the communication of fashion brands, emphasizes that Christmas advertising is like a separate genre because different audience expectations apply: people are looking for coziness, a sense of community, and connection. Therefore, stories about family, friendship, kindness, helping others, or even small, everyday "miracles" dominate during the holiday season.

"Emotional narratives prevail in Christmas ads. One example is the short films created by luxury fashion brands, which often feature fairy-tale elements—this is precisely the kind of content the audience anticipates during the holiday season," adds the advertising expert.

Global marketing trends confirm this. In the US alone, holiday e-commerce reached $240 billion in 2024, indicating that much of holiday shopping has become not just a practical but also an emotional process, where digital advertising creates a festive atmosphere. The world's best campaigns—from John Lewis to Coca-Cola—become one of the most anticipated cultural phenomena of the holidays each year.

During one of Coca-Cola's largest projects in recent years, people were encouraged to create their own holiday content, share it on social media, and become part of a shared holiday story. This shows that during the holiday season, advertising transcends commercial boundaries—it creates a sense of community that people are eager to join.

What Kind of Ads Do Lithuanians Appreciate?

G. Velykytė notes that holiday commercials often function like narrated stories. Music, visuals, the harmony of lights and colors, and symbols—these elements allow the viewer to instantly identify the "festive" code.

This code is only partially universal, as holiday communication is strongly influenced by cultural context. Analyzing cultural differences, the communication specialist emphasizes that the perception of holidays is not the same in all countries. Geert Hofstede's theory of cultural dimensions clearly illustrates these differences: in collectivist cultures, holiday stories revolve around family, the shared table, rituals, and the passing down of traditions, while in individualistic cultures, they focus on personal experience and self-realization.

Lithuania, in this case, is an intermediate zone. We value traditions and family ties, but at the same time, we appreciate individual feelings, humor, and a modern aesthetic. Therefore, Lithuanian holiday advertising campaigns often combine traditional symbolism with a contemporary visual approach.

Encouraging the Gifting of Positive Emotions

Speaking about consumer behavior, Dr. S. Kamašauskė emphasizes that the logic of purchasing changes slightly during the holiday season. People are more often guided by impulse and choose a gift not based on its price, but on the connection it symbolizes and the meaning and story behind the brand. The goal of Christmas ads is to convey the emotion one would want to give to another, but the speakers stress that communication based on brand values is important all year round.

Dr. Sigita Kamašauskė, speaking about the Lithuanian market, notes that brands also use this period to attract customers with various offers and promotions. This becomes an incentive to buy and save money, but an excessive focus on commercial aspects does not build long-term, sustainable communication.

"Every brand message, visual, and choice of content creator builds associations with that brand in the minds of consumers. A thoughtful and meaningful message is far more beneficial to a brand in the long term than any immediate commercial gain," states VILNIUS TECH lecturer Dr. Sigita Kamašauskė.

Holiday communication is a delicate balance between the universal magic of a fairy tale and a deep understanding of cultural context. Although massive e-commerce revenues confirm the commercial power of this period, success is achieved by those brands that dare to go beyond the rational boundaries of price and invest in an emotional connection.

The insights from the VILNIUS TECH researchers show that modern advertising is transforming into a social phenomenon that, through sensitive narratives, not only encourages consumption but also fosters a sense of community and value continuity. Long-term value is created not by a momentary discount, but by the ability to become a meaningful part of the consumer's personal holiday celebration.