The holiday promo season arrives earlier every year. Before the Halloween candy hits the clearance racks, gingerbread houses and chocolate oranges are already lining the shelves at CVS and Rite Aid. It’s enough to spark a bit of nostalgia for the joy-filled days of holiday marketing—store catalogs brimming with gift ideas, early bird Black Friday excitement, and all the magic you want that comes with it.

This year, many of those timeless strategies are making a cheerful return, gaining momentum as retailers tap into the power of nostalgia while capturing shoppers’ attention. What’s more, these classic tactics are getting a digital upgrade—incorporating QR codes, augmented reality, and personalized online experiences—bridging the gap between the warmth of traditional marketing and the convenience of modern technology.

Here’s a roundup of Santa’s favorite brand sales tactics for the season.

Pre-sale Black Friday Deals Feed the Holiday FOMO

Long-tail Black Friday deals have become an increasingly effective strategy for retailers looking to extend the momentum of the holiday shopping season. Starting as early as late October and sometimes later into December, pre-sale Black Friday deals leverage the power of digital platforms to tap into the FOMO mentality, targeting shoppers eager to secure the best deals before the official sales madness begins. Thanksgiving weekend sales previewed through month-long retailer promotions, further blurring the distinction between Black Friday and Cyber Monday and stretching the holiday sales cycle. These early promotions mirror the excitement once associated with early bird shoppers who camped outside brick-and-mortar stores in hopes of scoring limited-time discounts. Today, that same thrill is delivered digitally, with the convenience of e-commerce making it easier than ever for consumers to participate in pre-sale events.

From Print to Pixels

Reviving print mailers with a modern twist, retail giants like launched competing kids’ toy books to capture the magic of the holiday season with playful nostalgia. The new catalogs appeal to parents and their children and integrate QR codes and augmented reality features to craft a seamless shopping journey from online to off and back again. For instance, QR codes allow shoppers to transition instantly from browsing physical pages to exploring interactive content, such as product videos, virtual try-ons, or online checkout options.

Catalogs continue to evoke nostalgic charm while adapting to modern marketing strategies, with some retailers reimagining print mailers with innovative twists. Retail giants like Amazon, Target and Walmart have introduced playful kids’ toy books to recapture the magic of the holiday season. These catalogs not only appeal to parents and children but also integrate features like QR codes and augmented reality to create a seamless shopping experience that bridges physical and digital worlds. Shoppers can transition effortlessly from flipping through pages to engaging with interactive content, such as product videos, virtual try-ons, or instant online checkout.

Meanwhile, Toys R Us has taken a distinct approach with its famous toy catalog, now available exclusively online. As part of a collaboration with the U.S. Postal Service’s Operation Santa letter-writing campaign, the digital catalog inspires children’s wish lists while leveraging eCommerce and social media to connect with a modern audience.

Back to Brick-and-Mortar

Despite the growing number of online deals, consumers continue to prioritize physical and digital store visits to complete their holiday wish lists. In-store shopping intentions have increased by 53% year-over-year, with many customers planning to hit brick-and-mortar locations as part of their holiday shopping experience. According to Scripps News, most major retailers prepared for the shopping surge, opening their stores extra early on Black Friday, solidifying the day after Thanksgiving as the busiest day for in-person shopping of the year.

As highlighted in a recent Bloomberg segment, shoppers across all economic demographics are strategically targeting specific items in apparel and tech to maximize value from their shopping trips. Fueled by the dynamic nature of live interactions, an increasing number of consumers are opting to shop in-store, prioritizing the hands-on experience and immediate gratification that brick-and-mortar shopping provides.

Tugging at Holiday Heartstrings

Only Jack Frost and the Grinch might have misgivings about the schmaltzy holiday marketing campaigns hitting screens this season. More than ever, advertiser campaigns are focused on narrative strategies that evoke warmth and nostalgia, with commercials tapping into the emotional connection of shared experiences. A prime example is Amazon’s “Midnight Opus,” which uses the iconic song “What the World Needs Now Is Love” to emphasize the joy of doing something for others. Similarly, Capital One’s “Holiday Night Fever,” featuring John Travolta as disco Santa, keeps the spirit alive with a cross-generational vibe that connects with audiences. On theme with streaming hits like The Perfect Couple and Knives Out, the classic whodunit holiday advert from Waitrose engages viewers with its lighthearted storyline and clever use of suspense, all while showcasing the grocer’s festive offerings.

These strategies reflect consumers’ desire for emotional comfort and connection during economically uncertain times, with nostalgia serving as a form of psychological retail therapy. A sentiment echoed in the enduring popularity of holiday staples like Mariah Carey’s “All I Want for Christmas Is You,” which returns to the Billboard Hot 100 every season, frequently reaching the number-one spot. As of this writing, the song has been streamed nearly 2 billion streams on Spotify, proving the timeless power of nostalgia to captivate and connect.