Christmas, coziness, comfort: Why Christmas nostalgia is fuelling the holiday season

In 60 seconds...

• Gen Z events, such as birthdays and Christmas, are being increasingly fuelled by nostalgia thanks to the chaos and intensity of modern life
• Young people are feeling nostalgic and using TikTok to share their favorite memories from the past
• Storytelling is crucial for brands who want to engage Gen Z. Lead them on a journey of discovery and interest, both IRL and online. 

Think the festive season is for parties, prosecco, and presents? You fool! For Gen Z, ‘tis the season of coziness and comfort. Don't worry, the glitz, glam, and gift-giving of the holidays isn’t gone forever, but this year young people are craving the excitement and simplicity of their childhood Christmases by indulging in one another’s memories on TikTok. But why is nostalgia such a strong sentiment for Gen Z events and why is it important to this generation? And which brands have bottled this wholesome Christmas spirit and sprinkled it over their ads? Read on to find out…

From birthdays to Christmas, nostalgia fuels Gen Z events

Ultimately, young people are seeking connection and reassurance. They’re living through a time of wars, financial crises, climate change, and political unrest - all of which are documented on social media. These digital natives are growing up with the world at their fingertips, for good and for bad. 

But why is Christmas so nostalgic for Gen Z?

Childhood Christmases connote safety and happiness - a time when Gen Zers were being looked after by ‘real adults’ in the family home, without the distraction and overstimulation of social media. Think Christmas carols, Santa Claus, and falling asleep surrounded by empty Quality Street wrappers (actually, we still do that now).

And this feeling doesn't just apply to Christmas, but to Gen Z events in general; increasingly, young people are throwing ‘traditional’ birthday parties - think party hats, cakes, and games. Some are even hiring bouncy castles. Nothing will ever come close to the exhausted happiness they felt at their fifth birthday party, but they’re more than willing to try.

But when it comes to Christmas, there’s no better time to seek comfort in nostalgia. In fact, 51% of UK Gen Zers and 58% from the US want to see nostalgia in festive marketing.

pov it’s Christmas in the early 2000s

Naturally, we’re seeing this nostalgia across TikTok, with thousands of users taking to the platform to reminisce over Christmas in the early 00s. Whether this is just to deliver a short rush of wholesomeness before they continue to scroll through their FYP or to serve as inspiration for this year’s overall vibe, it’s everywhere. There’s even an AI filter that Christmas-ifies your surroundings.

For the #christmas2000s trend, users share slideshows and video compilations of their favorite early 00s Christmas memories. Popular images include brightly colored tinsel on trees, school nativity plays, and Christmas crafts, and all are captioned ‘pov it’s Christmas in the early 2000s’. Festive ads from the noughties are even resurfacing; in other words, expect to see John Lewis’ dog-on-trampoline ad doing the rounds again in the future.

Comments on the videos are revealing, ranging from ‘violently sobbing rn’ to ‘The feeling back then was just different in the best of ways.’ One user even wrote ‘It physically pains me that Christmas will never feel this way again’. Kind of tragic, but also kind of wholesome? 

3 brands celebrating the Christmas season with nostalgia

1. Barbour (2024)

Shaun the Sheep for Barbour is back, and this year, the ad is spotlighting Barbour’s accessories. 

As a character who appeared frequently on UK children’s TV channel CBBC, Gen Z has a particular soft spot for the animated sheep. 

The short film, created by Aardman, brings the story to life using its iconic stop-motion animation style. From a scarf-wearing, tuba-playing sheep to a dog gifting Barbour hats to a singing flock, this is a heartwarming and nostalgia-fulled ad that provides the cozy, wholesome vibes of Christmas. 

2. Sainsbury’s (2024)

Nothing says childhood like Roald Dahl, does it? 

From Matilda to Charlie and the Chocolate Factory, the magical stories of Dahl were the pillar of everyone’s childhood, whatever their age. And this year, Sainsbury’s have perfectly tapped into that nostalgic magic with their 2024 Christmas ad, featuring the BFG. 

The ad features real-life Sainsbury’s employee, ‘Sophie’, who goes on a foodie tour of the UK (showcasing Sainsbury’s Taste the Difference campaign at the same time, of course). 

It’s funny, it’s sweet, and it’s making Gen Z feel all emotional…:

 ‘awww this gave me the Christmas fuzzies’

‘omg I got goosebumps just watching love bfg’

‘Actually just relived my childhood. Nearly crying ❤️❤️’

3. John Lewis (2024)

Like mince pies and Mariah Carey, the John Lewis Christmas ad is a festive staple for everyone in the UK. In previous years, we’ve seen a man on the moon and Elton John at the piano, and this year, it’s the emotionally-fuelled story of two sisters. 

In The Gifting Hour, we follow Sally rushing around John Lewis to buy her sister a last-minute Christmas present. Whilst browsing, Sally steps into a magical past world, bringing her childhood memories with her sister to life. 

Reminding us that the festive season is about friends and family, the ad is really striking a chord with Gen Z, with one taking to the TikTok comments to say: ‘Loveee this so much!! So nice to see it depicting sister relationships 🥰.’

The power of IRL 

The benefits of experiential marketing are countless. From connecting with your customers to building brand awareness, this is a piece of the marketing pie you can’t afford to miss out on. 

But how does this impact the festive season?

For Gen Z, nostalgia doesn’t just come in the form of cutesy ads (although they help) - it’s also about creating memorable experiences that make them feel warm inside. 

Whether it’s an immersive in-store display or an attention-grabbing window, the festive magic for Gen Z really begins when they can feel the Christmas spirit (and then photograph it and pop it on socials, obviously). 

In terms of case studies, the Starbucks Christmas cups and Coca-Cola truck are naturally top of mind, but what about other standouts from 2023? 

Lush’s Christmas Grotto 

Last year, Lush transformed one of their major stores into a Christmas Grotto to give fans a real festive experience. The space featured maze rooms, each themed around their most popular products, including the viral Snow Fairy scent. 

From mood lighting to vibrant colors, this was a multi-sensory experience that went above and beyond expectations (and despite the brand’s lack of presence on socials, the power of UGC meant word still spread far and wide!). 

Maison Valentino x Harrods 

Gen Z isn’t averse to a bit of luxury, and last year, Valentino and Harrods came together to drop the most luxuriously perfect festive campaign. 

As well as Harrods’ iconic Christmas tree being adorned in Valentino Pink decs, there were a number of exciting in-store experiences, including Valentino Pink hot chocolates, festive food trucks, and a temporary womenswear boutique. 

The festive season is the perfect time for Gen Z to splash out and indulge themsleves, and thanks to the aesthetic and VERY social-media friendly experience, this was an event that drew attention both online and offline. 

P.S. As well as boosting your brand awareness and building loyalty, experiential marketing campaigns can help your sales too: 84% of Gen Z like to shop both online AND in-store, so with the seasonal spirits high and cash in their wallets, they’ll be ready to spend. Want to know more? At Pion, we can help. Get in touch with a Gen Z expert now.

Why is nostalgia marketing important for brands?

• Tapping into nostalgia and childhood experiences will create a positive brand association for Gen Z consumers. This is something that goes above and beyond just driving sales, and will sit very well with them. 
• Whilst you can’t recreate childhood memories for your Gen Z consumers, be sure to focus on what it is about those times that they crave. Often, it’s emotional connection, simplicity, and comfort. 
• Storytelling is key. Gen Zers are no longer children, but that doesn’t mean they don’t want the excitement of the season. Create a story and lead them on a magical journey.

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Like what you’ve read? Visit our Festive Hub now for more tips, takeaways and insights to make this holiday season the best one yet!

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