Giving the Gift of the Outdoors
Cracking the code on this year’s holiday marketing trends
With consumers setting out to find that perfect gift for each person on their lists, how can brands cut through the holiday clutter and stand out among their competitors? Finn’s Consumer Lifestyle and Sports team has observed several gift-promoting trends across multiple industries that are doing just that, by tapping into the magic of getting outdoors together.
“Nothing hits home on the holidays more than getting outside with the ones you love,” said Missy Farren, Managing Partner of Finn’s Consumer Lifestyle and Sports practice. “After a crazy couple of years, we’re thrilled to see more of our clients across wellness, outdoor, and sports industries continue to encourage their customers to give the gift of the outdoors and keep the adventures endless this holiday season.”
Best Day Brewing is empowering consumers to treat not only their friends and family for the holidays, but themselves as well. With its great-tasting non-alcoholic craft beer, consumers can enjoy a beverage at the holiday party without the limitations of a traditional brew. Best Day enables consumers to get outdoors for some quality time for that family hike or bike ride, without feeling weighed down by last night’s eggnog.
A gift that is always in style is one that gives back to the community. We’ve seen this firsthand with Darn Tough’s Knit to Give program. Each quarter, the all-weather outdoor lifestyle brand offers a new sock design made from overstock yarn, with all proceeds benefiting the Vermont Foodbank. New gear for everyone on your list, while also helping to end hunger in Darn Tough’s home state? It’s a no-brainer.
Two brands are capturing the feeling of playing beloved outdoor sports and bringing it comfortably indoors for the holidays. We’ve worked with Sense Arena to highlight its realistic VR models that simulate the weight and balance of an actual tennis racket. Sense Arena’s unique VR physics replicate the real behavior of a tennis racket and ball, allowing you to hone your skills and stay active in the comfort of your home.
Similarly, we know golfers across the Northeast and Midwest have likely already put their clubs away for hibernation. However, TruGolf brings the beautiful greens inside year-round with its golf simulator fit for players at any level. Like Sense Arena, TruGolf helps you keep it moving all winter and emerge with a new technique to show off when the weather warms up.
And for outdoor enthusiasts who aren’t deterred by a little blizzard, our client Marmot offers a quiz to help shoppers from Florida to Alaska find the perfect jacket for anyone. The brand’s nearly 50 years as a trusted leader in outdoor performance lands it on the top of consumers’ wish lists year after year and keeps adventurers layering like pros.
From iconic outdoor brands to wellness, virtual reality, sports, and beyond, savvy marketers are making the sale by emphasizing how they can help get consumers outside this holiday season.
Founded in 2011 on the core principles of innovation and collaborative partnership, Finn Partners has become one of the fastest-growing independent public relations agencies in the world. With more than 1,300 professionals across 33 offices, Finn provides clients with global access and capabilities in the Americas, Europe, and Asia. Finn Partners clients are also supported through longstanding partner agencies and its membership in the PROI network of leading agencies around the world. Find us at finnpartners.com and follow us on Instagram.