Break the Myths and Master the Nuances of Q4 Festivities
Festive moments may share the same season, but not the same story. Each celebration, from Diwali’s emotional pull to the urgency of Double-Digit Sales and the shopping frenzy of Black Friday, drives shoppers differently. Understanding these nuances is what helps brands win real moments.
In our latest Performance+ webinar, our expert panel featuring Mila Strokova, our Business Development Director, Melissa Yik our Singapore Country Director, Carlos Palacios, Agency Solutions Partner at Meta, and Danisha Nathyal, Head of Ecommerce Marketing and Digital Strategy at a Global Fashion and Lifestyle Retailer unpacked the unique regional opportunities, proven tactics, and creative solutions behind key Q4 moments from Black Friday to Diwali.
Here’s a quick look at the key takeaways to help marketers fine-tune their festive strategies. Watch full webinar recording here.
The slides presented are available to download here.
Myth 1: “Festive moments are all the same emotional occasions. Offer valuable promo and customers will convert easily.”
One of the biggest misconceptions in festive marketing is treating all festivals as the same; assuming every celebration is driven purely by emotion or unity. The truth is, each moment has its own rhythm, motivations, and triggers. Winning during Q4 means tailoring your approach to what each occasion truly stands for.
There are three key questions every marketer should ask before planning. Who are you speaking to? Are they affluent shoppers or deal seekers? Is the moment driven by emotion or urgency? And have you built awareness early enough to stay top-of-mind before the peak season hits?
Take Black Friday as an example. October is the time to build brand recall, grow your database, and encourage VIP membership, so by November, you’re not just competing on discounts, but converting already-primed customers. One standout approach reframed the pre-BFCM period as a loyalty-building opportunity rather than a promo push: instead of a generic “10% off first purchase,” the message became “Join as a VIP now and enjoy perks like early access and exclusive rewards.” And of course, what works for Diwali in India doesn’t mirror Christmas layered with BFCM in Western markets. Each festive moment carries its own cultural and emotional code.
Diwali: The Season of Sentiment
Diwali is more than a shopping moment, it’s a celebration of family, togetherness, and shared prosperity. Emotional connection drives purchase that go beyond utility, turning them into acts of giving and belonging. The audience is largely urban, digital-first families and professionals who invest in clothes, home décor, sweets, and gold, the symbols of renewal and abundance.
To win during this season, brands must engage through meaning, not just media. Campaigns rooted in cultural resonance like using familiar visuals like diyas, rangoli, and family gatherings, build warmth and recall. Interactive formats and gamified experiences, such as Google Pay’s “Laddus” campaign, boost repeat engagement, while thoughtful bundles and personalized gifting journeys add joy to discovery. Local influencers, early-access drops, and community-driven messages further amplify anticipation, turning festive excitement into sustained connection and conversion.
Myth 2: “Diwali success is all about deep discounts and it benefits mostly to the traditional categories”
It’s easy to assume that India’s biggest festival runs on discounts and predictable categories like fashion and home décor, but Diwali today reflects a modern India that values convenience as much as celebration. The season unfolds in three phases: the pre-prep period (September to early October), when brands can build emotional recall through relatable, utility-driven stories; the mid-October peak, when visibility and smart bundling matter more than big discounts; and the final days, when urgency takes over and speed or convenience drives conversions, even at a premium.
Ultimately, Diwali isn’t about slashing prices, it’s about balancing emotion and function at the right moments. When emotions are high, focus on meaning and connection; when they taper off, lean into value and utility. The brands that strike this balance create festive campaigns that truly resonate.
Double Digit Sales: Shopping Frenzy
Double Digit Sales Days have grown into Asia’s biggest online retail moment: a digital shopping festival that thrives on convenience, urgency, and value. What began as a single-day event has evolved into a multi-platform movement where consumers plan, browse, and buy across social, app, and e-commerce ecosystems. The audience is largely digitally savvy young adults and Gen Z shoppers in urban and Tier 2 cities, drawn to categories like fashion, personal care, and electronics that deliver instant gratification and aspirational value.
To win this audience, brands must play where discovery meets demand. Tier 2 cities and new verticals present untapped potential, while mega-discounts, wallet rewards, and cashback offers boost perceived savings. The fusion of social and commerce through shoppable videos, live streams, and seamless checkout, turns impulse into instant action. Co-branded sales, influencer-led tutorials, and app-exclusive rewards create buzz and credibility, transforming shopping into entertainment. In this season of speed and excitement, the brands that blur the lines between fun and function come out on top.
Myth #3: During Double Digit Sales customers are only looking for the lowest price, just give them highest discount and they’ll buy.
Yes, price matters. It’s always among the top purchase drivers. But assuming that the biggest discounts automatically win is one of the biggest misconceptions of the Double Digit Sales season. Today’s shoppers compare across multiple platforms, marketplaces, and voucher sites, making it a true pricing battlefield. The real winners, however, aren’t those who slash prices the most, but those who showcase the best value.
Shoppers aren’t just buying products; they’re solving problems, treating loved ones, or crossing off wish lists. Winning this moment means anticipating why they’re shopping and who they’re shopping for and then wrapping that intent with thoughtful value adds like free gift wrapping, festive packaging, or personalized offers. In a season defined by noise and numbers, it’s perceived value, not just price, that earns attention, trust, and conversion.
Black Friday: Race to Cart
Black Friday is the global benchmark for urgency marketing, a retail moment built on scarcity, speed, and the thrill of winning a deal before it’s gone. Less about tradition and more about adrenaline, it turns shopping into a competitive sport. The audience is typically working professionals and young adults who are tech-savvy, high spenders, and driven by the excitement of reward. They’re after big-ticket items like TVs, laptops, smartphones, and gaming consoles that symbolize self-indulgence and success.
To stand out in this frenzy, brands must win both attention and speed. AI-driven personalization and dynamic pricing ensure every impression counts, while live shopping events, limited-time drops, and influencer-led deal reveals turn impulse into instant action. Partnerships that offer early previews and social proof from real customers help build trust and anticipation. Fast delivery, seamless returns, and thoughtful post-purchase communication complete the loop. In short, success on Black Friday isn’t just about the best deal, it’s about being the brand that makes winning that deal feel effortless.
Myth #4: BFCM is primarily a Western (US/Europe) phenomenon
That couldn’t be further from the truth. Once viewed as a U.S.-centric event, Black Friday and Cyber Monday (BFCM) have evolved into a truly global retail moment. Recent research shows participation across APAC markets like Japan, Korea, Indonesia, Thailand, Vietnam, and Australia has surged to 67% that’s higher than Europe. BFCM is also the only global sale event that’s grown consistently year after year across every major region, from North America to LATAM and Asia.
For brands in APAC, BFCM represents a powerful opportunity for incremental growth. While local shopping festivals like Double Digit Sales may deliver higher volumes, BFCM unlocks cross-border discovery and participation, bridging local behavior with global trends. The key lies in influencer and creator activation. The most successful brands combine organic and paid collaborations, balance macro and micro influencers, and mix lifestyle with niche creators to reflect audience diversity. When done right, this approach lets brands speak the universal language of deals while staying culturally grounded and locally relevant.
Christmas/New Year: Gifting & More
The Christmas and New Year season is defined by togetherness, nostalgia, and generosity, a time when emotional storytelling meets thoughtful gifting. The audience spans parents, families with children, and older consumers shopping for toys, jewelry, small electronics, and gift vouchers.
To connect meaningfully, brands must inspire warmth and make shopping feel personal. Immersive festive experiences like pop-ups, hybrid launches, or AR-led activations, bring back the joy of discovery. Personalization helps shoppers find the perfect gift through tailored recommendations and heartfelt messages, while nostalgic storytelling rooted in family and gratitude deepens emotional impact. Collaborating with micro and nano influencers adds authenticity, turning festive moments into relatable stories. Ultimately, interactive campaigns and emotionally resonant content continue to capture both hearts and baskets during this season of giving.
Myth #5: All spending happens in the last weeks of December.
Starting early doesn’t mean rushing into Christmas in October. Doing so only creates “Christmas Creep” and audience fatigue, especially when attention is still on Diwali and BFCM. The smarter approach is to plan early but launch at the right moment: use October to prime audiences, go big around BFCM and local festive peaks, sustain through Christmas, and carry momentum into New Year.
Logistics also shape timing. In colder markets like Australia, shipping delays often push shoppers toward digital alternatives such as e-gift cards and vouchers. Even after physical delivery cutoffs, urgency remains a strong trigger. Many consumers are willing to pay more for instant, digital gifting options that arrive just in time for loved ones.
Creative Mastery: The Heart of Festive Marketing
Creativity is the single biggest driver of campaign success, accounting for 56% of ad effectiveness on Meta platforms. During the festive season, your creative can make or break your results.
When it comes to building for Reels, which now command the most time spent across Instagram and Facebook, there are three key principles to keep in mind:
- Start with People: Understand what motivates them. Festive motivations are layered generosity, self-indulgence, nostalgia and even shift throughout the day. Advertisers who design for multiple motivators see a 32% lift in ad effectiveness. The more diverse the emotional triggers, the better the engagement.
- Use Familiar Story Types: Reels thrive on recognizable formats like listicles, before-and-after stories, how-tos, or reveals. Familiar structures help people absorb and recall your message more easily. When audiences know what to expect, they stay tuned for how your story unfolds.
- Nail the Hook: Short-form video demands immediate impact. Lead with your strongest element like the reveal, offer, or insight. Don’t save it for the end. A sharp, visually arresting hook within the first few seconds is what stops the scroll and drives performance.
To discuss about festive marketing or how our specialist teams enable clients to grow, please don’t hesitate to contact us.
