By Ellyn Briggs
November 28, 2022 at 5:00 am ET
November is a polarizing month. Each year when the calendar turns away from Halloween, important debates begin.
What is the best way to get rid of pumpkins? Is it too early to listen to holiday music? And what about putting up festive decor?
New Morning Consult data offers an answer to perhaps the most pressing question of all: When is the right time for brands to begin pushing their Christmas and holiday marketing campaigns?
For half of U.S. adults, it’s mid-November. A nearly equal share (48%) prefers late November. Either way, Americans mostly enjoy festive campaigns, making it the rare ad category that consumers can tolerate.
Despite a clear public preference for a Thanksgiving-adjacent start date to holiday advertising, many retailers continue to roll out campaigns earlier each year. But this might be only a minor issue for consumers, given their general admiration for holiday marketing.
With that, just one question remains: What are some of Americans’ favorite holiday brand activations over the years?
In open-end responses, most consumers cited Coca-Cola Co.’s polar bears, Anheuser-Busch InBev SA’s Budweiser Clydesdales or the Hershey Co.’s holiday bells. Mars Inc.’s M&M’s Santa commercials and Hallmark Cards Inc.’s Countdown to Christmas programming event also received frequent mentions.
The Nov. 16-17, 2022, survey was conducted among a representative sample of 2,215 U.S. adults, with an unweighted margin of error of plus or minus 2 percentage points.