Friday Buzziness IBA Blog

Jingle Sales, Jingle Sales… It’s Marketing Time!

Christmas theme by Gabriella Bassi

Christmas-GabiLast Friday few friends came over for dinner as we hosted the “joyous” Christmas gathering this year. So broken was one of them, a father of three, by all sorts of Christmas offers that he wholeheartedly regretted not the overspending but that St. Nick is to get all the credit for his generosity! Now, we are usually of the “don’t fall under the spell of magic words, placed strategically in brochure printing, or any marketing collateral for that matter” school, when it comes to shopping. Yet somehow, we’ve been merrily splashing since the final few Halloween costumes began to yield the shelves to glittery postage cards followed by the invasion of other unnecessary clutter wrapped in the most “have me” way. Has this homogenized culture of Christmas been enforced upon us by powerful marketing campaigning conducted in aggressive brilliance over a long period of time or yes? The heartbeat of Christmas is marketing, as the sales’ jingling goes!

It is not a false, that often storytelling is more exciting than experiencing because of the theatricals, embellishment and purposeful message all tagged along, in this case by a marketer. As a great example serves the story of Christmas. Though, it is a well-known fact that according to the Bible the end of September is the likely time of Jesus’ birth, we worship the 25th December because of the magical way it has been narrated to us. It is done on an emotional level thus the triggered mass consuming behaviour among so many nations around the world. Sales increase dramatically as people purchase gifts, decorations, and supplies to celebrate the purity of the Christmas idea, resulting in the significance of its economics. During Christmas, I am literally capable of spending money on a useless dust feather brush, just because I have never seen one in a neon pink before! There you go in the core of the marketing spirit. It’s not what you sell, it’s how you sell it. 

The credited buddy, over whom our friend had earlier expressed bitterness, as you may know was manufactured new from a legend, another good old marketing tactic that always work. The Santa Claus we know today was pretty much born in a Coca-Cola marketing campaign as per the way Coca-Cola imagined St. Nicolas in the 1930s. Coca-Cola official site states that the company adapted the image of Santa for marketing purposes, even though the original Santa was previously also drawn in red. Coca-Cola hired the image illustrator Haddon Sundblom to create the pictures and began advertising in magazines and on store displays, billboards, posters, calendars and plush dolls, which popularized this Santa Clause. Moreover, the later completed recreation of Santa was inspired by a real life salesman by the name of Lou Prentiss, used by Sundblom as a live model after his retirement. If this marketing model worked out during the Great Depression, it can at any time.

Summing up Christmas as the greatest marketing campaign of all times is agreeable by another century old tradition and its function as a brand awareness tool, the Christmas tree. Besides retails, the Christmas tree industry has a fair piece of the pie from the annual revenue Christmas generates as, we all know, buying a real tree is a given expense for most households. We may or may never know how this by all means German practice spread across the globe, but many have most probably know of UAE now because of the jewel-encrusted Christmas tree said to had been worth over £7m that was put on show by a glitzy hotel in Abu Dhabi not long ago. Even out of its context, reviving an old idea into a brand new way, is what it feels marketers spend all year round working on to engage us in a peak selling festivities. Oh, and of course, they never miss out to thank the roster of loyal clients they love, for celebrating Christmas in their terms. In fact, even those businesses out there, which have missed to make the most of advertising during Christmas have something left they can do. A last minute ‘Thank you’ doesn’t take much planning and apparently it speaks of a great deal customer care. 


‘Christmas’ is the marketing campaign that had turned consumerism into a DNA and the lesson is a well done marketing can be the fancy wrap that sells pretty much anything. It’s a phrase I hear over and over again from many entrepreneurs, small businesses owners and inventors: “I’d love to hire someone to launch our publicity campaign professionally, but I can’t afford it – Can I!? It is a sin to entertain such thoughts in the age of eCommerce, in the presence of a number of economic platforms allowing you to increase your online user engagement, including the one you stand on right now. This platform has been created to facilitate PR and business brand building by enabling you to start a direct conversation with your targeted market or to showcase your products and services to the world for free! Merry IBA.Connect!


By Gabriella Bassi

Gabriella Bassi is a freelance journalist, currently living and working in Qatar, at the New York Times Style Magazine and as Editor-in-Chief at the leading English daily Gulf-Times Newspaper
For comments, collaborations and assistence you can get in touch with Gabriella on

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