The magic of Christmas is no longer just about glitter and spending. French consumers have become more cautious. It is estimated that over 70% are not expecting any improvement in their purchasing power this Christmas. And more than half are currently placing greater emphasis on promotions.
More thoughtful shopping, the search for good deals, a growing attraction for local and responsible brands… The ever-present inflation has prompted us to rethink the way we consume.
For your brand or e-commerce, it’s urgent to rethink your Christmas marketing campaigns. Adapt to this frugality without losing the magic.
After a comprehensive analysis of consumer behavior and current emerging trends, our experts provide answers to your questions about the right Noël influencer marketing strategy to adopt.
When and how should you plan your Christmas influencer marketing strategy?
By 2025, the French e-commerce market could reach 200 billion euros. In other words, the battle for consumers’ attention starts in
How do you segment your Christmas influencer campaign? A good strategy is based on three phases:
- Phase 1 (October): Teasing & product wishlist. Create real anticipation among consumers. Get in the customer’s mind before they even plan to buy. The intention to buy is often formed several weeks before Black Friday.
- Phase 2 (November): Focus on Black Friday. Propose clear, time-limited Christmas offers. Launch serial collaborations with several influencers to multiply points of contact.
- Phase 3 (December): emotional storytelling, contests, ” last-minute gift ideas” content. Strike a chord without forcing a sale.
Which influencers to choose for a successful Christmas campaign?
Keep in mind that influencer campaigns for the holidays are all about sincerity and emotional connection. The challenge here is to choose designers capable of telling the Christmas story in a different way, through values, experience and proximity.
Capitalize on seasonal storytellers
These are influencers capable of creating a real atmosphere, far beyond simple product placement. They create a setting, an emotion, a story.
Their strength? Turning sponsored content into a sensory experience.
Collaborate with influencers with strong local roots
Today, more and more French people prefer local brands, and this trend is accelerating with the search for meaning. So, for Christmas, your wild cards will be regional or community influencers. Their trump card? They embody human connection and solidarity, key Christmas values.
Partner with value-driven influencers
The holidays are shaping up to be a time of more responsible and conscious consumption. Several analyses claim that over 60% of Gen Z young people take into account the sustainable efforts of brands before making a purchase.
You have everything to gain by choosing designers who are sensitive to the issues of sustainability, recycling, donations, sharing and second-hand goods.
Work with “experiential” influencers
As we all know, consumers want to experience Christmas, not just watch it. Right now, the omnichannel experience dominates! Over 90% of shoppers consult online reviews before making a purchase. A majority end up visiting a store. That’s why it’s important to choose designers who are able to activate this hybridization.
Co-create original formats with atypical designers
Christmas is also the ideal time to break away from the codes of “classic” influence. So don’t hesitate to partner with artists, illustrators and musicians for exclusive creations (packaging, playlists, visuals).
Which content formats work best at Christmas?
In terms of formats, short videos (Reels, TikTok, Shorts) generate up to 3 times more engagement than static posts.
So, for your Christmas marketing strategy, focus on :
- The Reels & TikTok, mini-scenarios based on Christmas preparations and anticipation.
- UGC (User Generated Content), the leading trend that remains authentic, emotional and inexpensive.
- Live shopping, combining storytelling and instant sales, was a runaway success in 2025.
- The Instagram Co-post, which doubles visibility thanks to a simultaneous publication by brand + creator.
Don’t forget to cleverly insert personalized promo codes to reinforce ROI measurement.
How to measure the success and ROI of a Christmas influencer campaign?
During a period as strategic as Christmas, ROI monitoring is very important indeed.
To find out the results of your Christmas sales, follow these KIPs in particular:
- Engagement (likes, shares, comments, save rate).
- Traffic and clicks generated via UTM and personalized links.
- Direct conversions (sales attributed to an influencer).
- Average basket value. Influencer buyers often spend +10-15% more.
Want to effectively measure the performance of your Christmas influencer marketing strategy? Combine influencer and affiliate marketing. You can also use tools such as Google Analytics 4, your CRM or our specialized platform.
What are the key trends to incorporate into your Christmas influencer strategy?
As you now know, today’s consumers are looking for value, personalization and memorable experiences. So, for Christmas, the trend will be to :
- Hyperpersonalization: focus on meaningful, personalized gifts. Gift cards for experiences continue to grow in popularity.
- AI integration : artificial intelligence helps segment audiences and deliver more relevant messages. AI tools can also automate influencer discovery.
- Positioning on nostalgia and comfort. Capitalize on the emotions of Christmas to create a warm and joyful connection with your audience.
Christmas isn’t about over-consumption, it’s about thoughtful decisions. Combine creativity, sincerity and performance to build a special Christmas influencer marketing strategy. Make your creators the cornerstone of an omnichannel, measurable strategy.
Refine your strategy and prepare for Christmas with affiliate marketing!
