By: Layna Alvarez
During the holiday season, what do you think about? Being with your family during Thanksgiving? Your mom’s amazing stuffing? Or maybe braving those crazy Black Friday lines at 3 AM? The holidays are all about nostalgia. They remind us of those warm moments and traditions we’ve shared with our loved ones, especially on Thanksgiving. And brands? They’re not just selling a product or service during this time; they’re selling that feeling. Especially nostalgia.
Why Nostalgia Works in Marketing
Nostalgia is powerful because it bypasses logic and targets emotion. It makes people feel safe, connected, and understood. When a brand taps into a memory, a smell, a sound, or a tradition, it instantly becomes more familiar and trustworthy. Basically, when people feel something, they’re more likely to care.
It’s Not Just a Service, It’s a Soul
People don’t just want to know your service or product is reliable; they want to feel something deeper. They want your brand to have a personality, a story, a soul. During the holidays, especially, brands need to communicate not just what they do, but why they do it.
Take Coca-Cola’s 2017 Thanksgiving ad, for example. Their slogan, “Coke adds life,” isn’t just about soda; it’s about capturing those nostalgic moments. Coke has been a part of family traditions for so long, so it’s easy to connect with those memories during the holidays. I mean, my mom’s been a hardcore Diet Coke fan forever, so ads like this one totally remind me of her grabbing a can before Thanksgiving dinner.
Another great example is Meijer’s “Pass It On” campaign. Instead of pushing holiday deals, Meijer leans into what Thanksgiving actually feels like: sharing. The ad starts with a family around their Thanksgiving table, but then shows how that kindness extends to others through the Simply Give program. The message is simple: Thanksgiving isn’t just about what’s on your plate, it’s about who you’re helping. Meijer isn’t just selling groceries; they’re highlighting generosity, tradition, and real community.
What Brands Can Take Away From This
If brands want to stand out during the Thanksgiving season, they need to lean into the emotional side of the holiday. Some ways to do that include:
- Storytelling instead of selling
- Highlighting tradition and togetherness
- Using familiar imagery or sounds that spark memory
- Sharing gratitude for your brand’s community
People want to see their own family, traditions, and experiences reflected in holiday advertising. It makes the brand feel more relatable and more human.
Wrapping It All Up
The holiday campaigns that stick with us aren’t the ones shouting about deals. They’re the ones that tap into nostalgia, tradition, and the comfort of coming home. Thanksgiving, especially, is a time when people want to feel connected and grounded. Brands that understand this become more than just companies; they become part of people’s memories.
At the end of the day, that’s the real magic of holiday advertising: reminding us of the moments that matter.
What This Year’s E-Board Is Thankful For
“I am thankful to work alongside vibrant young minds who will shape our future. And, I’m grateful for all the wonderful people and creatures in my life. ”
– Robin Spring, Faculty Advisor
“I’m thankful for the health of my dog, Josie, and all my friends and family. I’m also thankful for all the wonderful experiences I had this year, especially my trip to Alaska!”
– Hannah Johnson, President
“I’m thankful for all my family & friends that continue to love me always. I’m also thankful for all the amazing opportunities I got to experience this year!”
– Elena Yanef, Vice President
“I’m thankful for all of my loved ones and the traveling experiences I’ve had this year!”
– Leah Pawlowski, Socials + Communications Chair
“I’m thankful that my family and friends are all healthy, but also for my experiences this year, specifically starting my first year of college.”
– Ava Puckett, Member Services Director
“I’m thankful for the love and support I get from my family and friends. Additionally, I am grateful for all the amazing opportunities I have had this year!”
– Dominic Grapentien, Events Director
“I’m thankful for my family and friends. I’m also thankful for all my wonderful experiences here at Grand Valley and the people that I’ve met along my journey.”
– Alexa Spencer, Events Manager
“I’m thankful for my family and the awesome experiences I have had at GVSU.”
– Chloe Mills, Fundraising Chair
“I’m thankful for my loved ones, getting to travel to Puerto Rico and Florida, and getting to join the AD Club this year!”
– Amelia Wolfe, Fundraising Manager
“I’m super thankful for all my friends and all the traveling I got to do this year!”
– Bella Bonifazi, Blog + Communications Manager
“I’m thankful for my friends and family who support me and where I am in life today, and I am also thankful for the amazing opportunities I have here at Grand Valley, especially here in the Ad Club!”
– Layna Alvarez, Blog Director
“I’m thankful for all of my friends and family and being able to spend time with them this Thanksgiving break!”
– Jasmine Daly, Treasurer
Because things get real, real fast. 