The Business of Seasons: Thinking Like B2C During the Holidays

When the holidays roll around, most B2B companies turn down their marketing- calendars slow down, and marketing mindsets shift to next year’s plan. Meanwhile, B2C brands are lighting up screens, feeds, and hearts with campaigns that capture the spirit of the season.

But here’s the truth: the holidays aren’t just for retail. Seasonal holidays provide a moment of emotion, connection, and reflection—three things every B2B brand should prioritize. By thinking like B2C brands, B2B companies can use the holiday season to strengthen relationships, humanize their brand, and stand out in an otherwise quiet landscape. 

From personalizing outreach, telling seasonal stories, and aligning with universal themes, you can act as a B2C brand and use the holidays to create experiences for your customers—ones that make people feel seen and valued.

So how can B2B brands make sure they don’t sit out the seasons and instead use them to generate results? Here are a few ways that your B2B brand can show warmth and authenticity while staying true to your brand’s purpose.

1. Use Seasonal Storytelling

The end of the year is a natural time for reflection. Publish thought leadership that connects business insights to broader holiday sentiments—what your industry learned this year, where it’s heading next, and how collaboration makes growth possible. Visuals can reflect the season subtly, without being overly festive.

2. Show Appreciation

Gratitude is a timeless message. Recognize your clients, partners, and media contacts with personalized notes, small gifts, or social shout-outs. A thoughtful, human touch can leave a lasting impression far beyond the holidays.

3. Find PR Angles with Heart

Holiday stories perform well because they connect to emotion. Pitch stories that highlight your company’s charitable initiatives, community engagement, or company culture. If your business supports a cause, share the story authentically—it positions your brand as values-driven.

4. Celebrate Internally

Employer branding is a powerful PR tool. Share how your team celebrates, give a glimpse behind the scenes, or spotlight employee achievements from the year. It humanizes your brand and builds pride both inside and outside your organization.

Seasons as Strategy

The holidays offer more than downtime—they offer connection time. The best B2B brands use the holiday season to reinforce relationships, express appreciation, and showcase values that resonate beyond business.

By thinking like a B2C brand, you remind your audience that behind every company, there are people—and people are ready to connect, especially during the holidays.

Although holidays come and go, the goodwill you build lasts all year. How does your B2B company prioritize marketing during the holidays? Give us a Chirp and let us know.