The holiday season is a magical time, and for families with young children, it is a season of cherished traditions. One of the most beloved of these is the classic holiday pajama picture. The market for festive and matching family sleepwear is a massive and emotionally-driven one. For a children’s apparel brand, this is a golden opportunity. But in a crowded market, simply posting a picture of your product on a white background is not enough to capture a parent’s attention.
The key to a successful holiday campaign is to create marketing that captures the cozy, magical, and heartwarming feeling of the season itself. For a brand that sells eco-friendly kids’ pajamas, the marketing should be just as thoughtful as the product. It’s about selling a tradition, not just an outfit.
If you’re looking for ways to make your brand the star of the holiday season, here are some unique marketing ideas that go beyond the basic product post.
1- Launch a “Holiday Morning Magic” Photo Contest
Your happy customers are your best and most authentic marketers. A user-generated content (UGC) campaign is a powerful way to harness their enthusiasm and to generate a treasure trove of high-trust social proof.
Create a simple, memorable, and branded hashtag and launch a photo contest. Ask your customers to share their authentic and candid photos of their children enjoying the holiday season in their pajamas. The theme could be “Christmas Morning,” “Cozy by the Fireplace,” or “Holiday Baking Fun.” Offer a compelling prize, like a significant gift card or a full pajama wardrobe for the family. You can then re-share your favorite entries to your official channels, creating a beautiful and authentic gallery of your products in real life.
2- Partner with an Influencer for a “Cozy Night In” Giveaway
Influencer marketing is a powerful tool for reaching a new, highly targeted audience. To make your campaign stand out, go beyond a simple product giveaway and create a complete “experience” prize package.
Partner with a family or parenting influencer whose aesthetic matches your brand. Together, you can host a giveaway for the “Ultimate Cozy Holiday Night In.” The prize package could include a set of your matching family pajamas, a gift card to a gourmet hot chocolate or cookie company, a streaming service gift card for a holiday movie marathon, and a soft, cozy blanket.
3- Create a “12 Days of Christmas” Social Media Countdown
To build excitement and stay top-of-mind during the peak shopping season in early December, create a “12 Days of Christmas” content campaign on your social media channels. Each day, you can unveil a new piece of content.
For example, day 1 could be a one-day-only flash sale on a popular item, and day 5 could be a giveaway in your stories. This creates a daily reason for your audience to check your feed and builds a sense of fun and anticipation.
4- Offer a Free, Downloadable Bedtime Story or Activity Book
This is a content marketing strategy that provides genuine, lasting value to your target audience of parents. Commission a writer and an illustrator to create a short, simple, and beautifully illustrated holiday-themed digital bedtime story. The characters in the story can even be subtly wearing your pajama designs.
Offer this e-book or a printable holiday activity book (with coloring pages and puzzles) as a free download on your website in exchange for an email address. This is a fantastic way to build your email list while also providing a valuable resource that supports a healthy bedtime routine.
Marketing kids’ pajamas during the holidays is a unique opportunity to connect with your customers on a deeply emotional level. By moving beyond simple product marketing and instead selling the magic of the family tradition, you can build a loyal community that will make your brand a cherished part of their celebration, year after year.