Here’s a look at how 12 online retailers are currently promoting Christmas on-site, via email and social.


Boots is well-known for its Christmas ‘3 for 2’ offer – who hasn’t bought their nan/mate/niece a fail-safe boxset of smellies?

The health and beauty retailer has been teasing out its ‘Gift of Beauty’ tagline early this year, promoting it on its homepage and in conjunction with offers on Facebook.

Soap & Glory

Another retailer that traditionally takes things up a notch at Christmas, Soap & Glory is already promoting its ‘Glitzmas’ campaign.

Boots benefits too, with the inclusion of a link back to the site’s aforementioned ‘3 for 2’ offer.


While ASOS prefers to keep it current with a greater focus on Halloween and Autumn, it does point users towards Christmas with this subtle on-site promotion.

(For more on this brand, see: What makes ASOS’s online customer experience so enjoyable?)


Likewise, Ikea includes a small promotion for its Christmas shop alongside half term and Autumnal features.

(For more on this brand, see: 10 examples of great IKEA marketing creative.)

Having said that, it has already included ‘Christmas’ as the top category in its drop-down navigation menu.


Debenhams is one of the only retailers I’ve seen sending out a dedicated Christmas email in October.

Highlighting the fact that its Christmas shop is now well and truly open, it is an early sign that seasonal promotion will be big again this year.

House of Fraser

Unlike Debenhams, House of Fraser has been taking more of a restrained approach, including small promotions at the bottom of its recent emails.

Jo Malone

Unlike more subtle examples, Jo Malone is one retailer that is already going all out for Christmas.

It is already using a site-wide banner to promote its seasonal range. 

Further to this, it is also ramping up efforts with events, nicely promoted on Facebook to encourage customers to get into the spirit.

The White Company

Another retailer that has already decked out its halls with Christmas deccies is The White Company.

As well as its entire homepage being Christmas-themed, it has also published a seasonal edit on its blog to kick off consumer interest.


Its stores are currently filled with sparkly pumpkins and goth fairies, but Lush has been hinting that the famous Santasaurus is on his way.

With teaser posts on Snapchat and Instagram, it has been using mobile and social media to engage with loyal fans.

Urban Outfitters

Urban Outfitters has also been using Instagram to promote its popular gift guide, giving users an extra nudge by including the number of days until the big day.

John Lewis

Forget the Coca Cola advert – it’s arguably not Christmas until you’ve seen the John Lewis ad.

While we’re still waiting for it, the department store is currently ramping up the excitement with the launch of its online Christmas shop.

There’s a tonne of related content here, including extensive gift guides and planning tools.

The below countdown planner helps consumers prepare for the festive season with weekly jobs and to-do lists.


Lastly, it looks like GHD is bringing back its successful #sendahint campaign, including the same feature in its dedicated 2016 Christmas category page.

Allowing users to send an email hinting at the GHD product they’d most like to receive, it’s a great example of how to build excitement and increase customer engagement as we head into the festive season.

It’s also good for data capture…