Santa Claus is already on his way to town, ushering in one of the most exciting and challenging times for marketing professionals. The Christmas season, characterized by a significant increase in consumption, represents a unique opportunity for brands to connect with their audiences in an emotional and strategic way. From immersive experiences to the rise of digital campaigns, this is the season when brands are looking to shine and leave a lasting mark.

In 2022, holiday retail sales in the United States reached $936.3 billion, reflecting the enormous economic impact of these holidays. Latin America also shows outstanding figures. According to data from Picodi, and StatistaChile led Christmas spending per capita with $379, followed by Mexico with $368 and Uruguay with $358. This increase in consumption underscores the need for well-designed strategies to capture consumers' attention.

Natalia Sánchez, Business Development Director at another, strategic communication agency with the largest range of services in Latin America, highlights that this phenomenon responds to a growing need for human reconnection after years of social distancing and accelerated digitalization. In this sense, the expert shares the four predictions These dates will be marked where marketing, feelings and the economy in the region are activated very punctually for a short period of time. ​

Prediction 1: Saturation and rise of micro-events

This holiday season, anticipate an oversaturation of events designed to attract potential consumers. However, the trend towards micro-events is gaining momentum. According to the report Marketing Trends 2025, 78% of organizers expect an increase in small and medium-sized events in 2024, reflecting a preference for more personalized and meaningful experiences.

Prediction 2: Artificial intelligence like snowflakes… everywhere

The integration of artificial intelligence (AI) tools is revolutionizing Christmas marketing. From interactive experiences with digital versions of Santa Claus to digital galleries accessible via QR codes, AI allows brands to offer personalized, memorable experiences and create memories. This technology not only improves real-time interaction, but also optimizes event planning and promotion.

Prediction 3: Santa Claus likes data, and he will bring it to physical events

The mix of real-time data and pre-season search will become a key driver in transforming consumer experiences. According to Think With Google, in 2023 interest in Christmas gifts increased by 50% in Mexico before the season. This type of insights will allow brands to personalize offers and transfer digital exploration to the physical environment, offering experiences aligned with consumer expectations.

Prediction 4: Personalization in traditional events

Although the giant trees and Santa Claus will remain iconic, customization will be the differentiating factor. Events with dynamics adapted to specific interests, such as activities for families or millennials, They will generate a deeper emotional connection and loyalty to the brand. According to the Marketing Trends 2025 Report, 65% of consumers value products or services experienced at in-person events more, which reinforces the need to design meaningful experiences that reach our five senses.

Sánchez concludes by highlighting the importance of working with experiential marketing experts to maximize the impact of these strategies. Having a specialized team ensures that brands select the best spaces and design events aligned with their commercial objectives. Immersive holiday experiences not only strengthen the connection with consumers, but also position brands as innovative leaders in the competitive Latin American market.