Every holiday season, retailers roll out their most powerful promotional strategies – from price anchoring to limited-time deals, scarcity tactics, emotional advertising, festive packaging, and persuasive in-store experiences. And every year, millions of shoppers fall for them without even realizing it.

And honestly, I used to be one of those shoppers too – rushing around, trying to “catch a deal,” and only later realizing I wasn’t even sure if the discount was real. 

But here’s the good news:

• When you understand how these tactics work, you can flip them and make them work for you.
• Holiday marketing doesn’t have to fool you. It can help you save hundreds – even thousands – if you know how to play the game.

And once I figured out how these strategies work (studied them at the university), something clicked – I stopped feeling pressured and started feeling in control. 

This isn’t an article about avoiding holiday promotions. I cannot write that, especially as I have 23 years of marketing experience, 20 of which are at my own public relations agency.

It’s an even better article, and more useful to you! An article about using them strategically so you get the best deals without the stress, the rush, or the manipulation.

I’m sharing the exact strategies I’ve used over the years – from scoring a high-end FOREO product at a real discount, to buying toys for my son at 40–50% off almost every year, to snatching last-minute Christmas lights and trees, to paying full price for exquisite ornaments I absolutely wanted before they sold out.

This is the “smart shopper’s guide” to holiday marketing – the one retailers hope you’ll never read. (I’m not exaggerating – the moment you understand these tactics, shopping becomes a completely different experience.)

TABLE OF CONTENTS

• What are holiday marketing tricks? (Definition)
• Why retailers use them (Psychology behind promotions)
• The top 10 promotional strategies used during holidays
• and how YOU can turn each to your advantage
• Real examples from my own holiday shopping wins
• How to track prices like a pro (and avoid fake discounts)
• The December dilemma: shop early or late?
• The EU rule that protects you from misleading sales (and, if you are not from the EU, how to make this work for you!)
• Mistakes smart shoppers never make
• Step-by-step: How to make holiday marketing work FOR you
• Holiday Marketing and You
• FAQ: Your biggest holiday-shopping questions answered

Holiday Marketing Tricks: How Retailers Influence You – And How Smart Shoppers Turn These Tactics to Their Advantage 

1. What Are Holiday Marketing Tricks?

Let me start by putting it simply:

Holiday marketing tricks are psychological, emotional, and strategic techniques retailers use to increase sales during the busiest shopping period of the year.

These include:

• Anchored pricing
• Scarcity warnings
• Limited-time offers
• Emotional advertising
• Festive packaging
• Bundles and “gift sets”
• Loyalty boosters and cashback
• Surprise flash sales
• Store ambience (offline)
• Personalized digital targeting (online)

If you’ve ever felt like ads were “following” you around online… yep, that’s part of it too. 

Most of these tactics are not “bad.”

But if you don’t understand them, they can lead to impulse buying or paying more than necessary.

If you DO understand them, you become the kind of shopper who:

• Saves real money
• Gets what they actually want
• Buys intentionally, not emotionally
• Feels in control

I didn’t get here overnight either – it took a few years of paying attention, making mistakes, and finally noticing patterns. 

Ok, here is a note. 

I know the tricks, the psychology behind. 

And I take split-second decisions all the time when buying stuff – especially on holidays. 

But, sometimes, I allow myself an impulse shopping – something that instantly catches my eye at a Christmas market, for instance. I DO NOT buy MANY items – but one, every once in a while, is worth it. And, in time, they became wonderful souvenirs we keep. 

The reason I am sharing this is to understand that I am presenting all the information and my tips in this article, but I also want to remind you that we are people, and our life is meant to be lived. And that means we should not always think like robots – I mean, remember the saying live a little. 

2. Why Retailers Use Holiday Marketing Tricks

Here’s the truth:

The holiday season is the yearly “make or break” moment for retailers.

Many brands earn 40–60% of their profit between October and December.

That means:

• They need visibility
• They need sales
• They need an emotional connection
• They need to move the inventory
• They DO NOT want leftover Christmas stock

So they design campaigns that:

• Trigger urgency (today only, last items, don’t miss out)
• Trigger emotion (family, memories, giving, joy, nostalgia)
• Trigger FOMO (other people are buying this)
• Trigger loss aversion (you’ll lose this deal if you wait!)
• Trigger belonging (everyone celebrates, everyone gifts)

And let’s be honest, during the holidays we’re already a little more nostalgic, a little more emotional, and a lot more rushed – which makes these tactics even more effective. 

Once you see this clearly, you recognize:

• Holiday marketing isn’t about YOU. It’s about THEM.
• But the same tricks can help YOU save money if you use them wisely.

Or, maybe, we can say that holiday marketing is about all of us and we can all win!

If you recall, I wrote an article about negotiation techniques other people might use on you without your knowledge. Think as this article as another vital piece you need to read and learn from to make the most of each promotion! 

I am not saying holiday marketing means every retailer wants to fool you! On the contrary. It is an ecosystem (if I can call it that), and each side needs the other one: businesses need clients, clients need businesses that offer the products/services they need.

Common Myths About Holiday Sales (And the Truth Behind Them)

I think that it is also a good thing to talk about the myths surrounding holiday sales – because, being in the field, I hear soooo many of these!

Myth 1: Black Friday has the biggest discounts of the year.

Truth: Many categories – especially toys, decorations, fragrances, and clothing – get MUCH cheaper between December 20–31 or immediately after Christmas. (with a special note: it depends on stocks!)

Myth 2: If a discount looks big, it must be real.

Truth: Some retailers raise prices earlier, then discount them – which the EU 30-day rule now helps prevent.

Myth 3: “Selling fast” warnings are always accurate.

Truth: Many online stores use automated urgency scripts to nudge buyers into acting quickly.

Myth 4: Shopping early always saves money.

Truth: Shopping early protects availability. Shopping late protects your wallet.

Myth 5: Loyalty programs are just tricks to get you back in the store.

Truth: When used strategically (like the 50% toy cashback), they can be your biggest money-saving tool. 

3. The Top Promotional Strategies Retailers Use – And How To Use Them In YOUR Favor

This is where we flip the script.

Below are the 10 most common holiday marketing strategies, how they work, and how you can turn each into a money-saving advantage.

STRATEGY 1: Price Anchoring

Retail tactic:

Retailers show a high original price (“Was $299”) next to the discounted price (“Now $149”), so the lower price feels irresistible.

How YOU use it:

• You track prices in August/September/October. (I always do this so I know exactly what the items I want cost)
• You know the real baseline.
• You know instantly whether the discount is real.

Here is a recent example:

• I did this with a FOREO product.
• Because I tracked prices early (over $1k), I knew the discount was real, not psychological.
• Result: I saved big, and the money stayed in my pocket.

And I still remember the feeling: “Okay, this time I actually won the discount game.” 

Make anchoring work for you:

• Use price comparison tools (Idealo, PriceRunner, Google Shopping price history).
• Keep screenshots or notes of prices months in advance.
• Use the EU rule (see section 7) to check the “lowest price in last 30 days.”

STRATEGY 2: Scarcity (“Only 3 left!”)

Retail tactic:

Retailers use:

• “Limited stock”
• “Selling fast!”
• “Only today!”
• “Ends at midnight!”

This creates urgency and pressure.

And here I want to make another important note: Those tactics are NOT lies – you should not consider that they are! Because, honestly, Christmas editions ARE limited.

And various special deals DO expire at midnight. So scarcity is not only a trick.

How YOU use it:

You decide what matters more:

• Getting EXACTLY what you want → buy early
• Getting the BEST PRICE → wait for December markdowns

And here my examples for 2 DIFFERENT situations:

One year, I bought exquisite Christmas ornaments at full price as soon as they appeared in a physical shop.

I didn’t want to risk losing them.

Scarcity worked – but for ME, not against me, because availability was my priority.

Another year, I bought Christmas lights and even a Christmas tree last minute, for huge discounts.

These are generic items, so scarcity wasn’t a concern.

Smart decision-making = power.

I can’t tell you how satisfying it was to walk out with a discounted Christmas tree knowing I didn’t overpay – especially after seeing the same model at full price just days earlier. 

STRATEGY 3: Bundles & Gift Sets

Retail tactic:

Bundles make discounts look big, even if you don’t need every product inside.

How YOU use it:

• Calculate the per-item value.
• Sometimes a bundle is an amazing deal.

Bonus hack:

Buy a bundle, keep what you need, gift (but ONLY if you know that the recipient will LOVE that product, not to discard it because you have it!) or resell the extra items.  

STRATEGY 4: Cashback & Loyalty Multipliers

This is my favorite strategy – and I use it masterfully.

Retail tactic:

Hypermarkets and big stores offer:

• “Buy toys at 50% and get 50% of that value back as a coupon.”
• “Buy now, get store credit.”
• “Come back and shop again.”

It forces customers to return.

How YOU use it:

If you shop there anyway, the coupon is REAL money.

My example:

• Every year, I buy toys for my son at 50% off or with 50% cashback at Carrefour, Cora, or Auchan.
• Since I regularly shop at these hypermarkets, the coupon is essentially a legitimate 50% discount.

This saved me SO MUCH over the years.

I’ve also bought toys at 40–50% off from various websites – no coupon required.

Result:

• Huge savings year after year.
• Strategic shopping, not impulse buying.

This year, I bought some Christmas gifts at the end of October. 

Yes, you read that right. 

I got some deals for 50% off. Real discounts – again, I knew the price in advance (from August).

STRATEGY 5: Emotional / Festive Marketing

Retailers use:

• Gold and red colors (and, let’s be honest, we LOVE these! – or, at least, I do!)
• Cozy imagery
• “Gift for someone you love” messaging
• Holiday music
• Seasonal scents
• Warm lighting

This makes shoppers (meaning us 🙂 ) emotional – and emotional shoppers spend more.

How YOU use it:

You enjoy the atmosphere …
…but buy ONLY from your list.

Easier said than done, I know. I’ve had my fair share of “oh this is cute, maybe I’ll add it” moments. But the list helps. A lot. 

STRATEGY 6: Free Shipping Thresholds

Retail tactic:

“Free shipping on orders over $100” pushes customers to add more to their cart.

How YOU use it:

• Combine multiple items from your wishlist
• Team up with a friend and split the order
• Compare which store gives you the best threshold-to-price ratio

Sometimes I even screenshot my cart to compare which shop gets me the better deal – it takes two minutes and saves surprising amounts. 

STRATEGY 7: Flash Sales & Surprise Drops

Retail tactic:

Short time windows drive panic decisions.

How YOU use it:

• Set price alerts.
• When the real drop happens, you’re ready.

STRATEGY 8: Early Bird Sales vs. Last-Minute Sales

Both have advantages.

• Early sales = availability
• Late sales = lowest price

My examples:

• I bought special ornaments early –  availability mattered.
• I bought a Christmas tree and lights late – price mattered, and I got them cheap.

Know your priorities, and choose accordingly.

And trust me, once you shop this way for a couple of seasons, you’ll instinctively know which items drop and which ones don’t. 

STRATEGY 9: Clearing End-of-Year Inventory (Huge Opportunity!)

Retailers do NOT want leftover Christmas stock.

This is why:

• December 20–24
• December 26–31
• Early January

… often have massive discounts.

How YOU use it:

You target generic, non-specific items:

• Decorations
• Toys
• Wrapping
• Fragrances
• Clothing
• Homeware
• Electronics models that aren’t brand new

These markdowns can reach 70–80%.

Downside:

• Item may be sold out
• Delivery late
• Crowded stores
• Limited colors/sizes

Upside:

Price = unbeatable.

Just don’t expect a calm shopping experience – think more along the lines of “organized chaos with amazing discounts.” 

STRATEGY 10: Psychological Pricing (“€49.99” instead of €50)

I won’t go deep here – you know the trick – and it is based on psychology and yes, again, I know, for a few years now, it is not 9, but 7 – $47 instead of $49 or $50).

How YOU use it:

• Round up, not down, when calculating value.
• You’ll make clearer decisions.

4. What I Learned From My Own Holiday Shopping Wins (Real-Life Examples)

Over the years, I’ve experimented – intentionally and unintentionally – with almost every holiday shopping strategy out there. Some wins happened because I planned well; others simply because I paid attention at the right moment.

Here are the real-life situations that taught me the most and helped shape the way I shop today.

1. How Month-Long Black Friday Deals Helped Me Buy 2 Laptops and a Smartphone at Real Discounts

In Romania, Black Friday slowly turned into Black November – with promotions popping up weeks before the “official” day. A lot of shoppers ignore these early deals because they assume the best prices appear on the main weekend. But in my experience, some of the real bargains actually show up much earlier.

Over the years, I managed to buy:

• two laptops, and
• one smartphone

…all during these early-November sales, well before the Black Friday rush.

Because I was tracking prices ahead of time, I knew when a discount was truly genuine – and when it wasn’t. These early deals came with full stock availability, no website crashes, no panic, no pressure. Needless to say, being expensive and high-end products, I saved a lot!

Lesson learned:
Sometimes the smartest Black Friday strategy is to shop before Black Friday. Early deals can be the real hidden gems.

2. The Toy Promotions I Use Every Year (50% Cashback Done Right)

Every autumn, Carrefour, Cora, and Auchan launch major toy promotions – often offering 50% cashback or deep 40–50% direct discounts.

Now, for many people, the idea of getting a store coupon sounds like a trick. But here’s the thing:
I’m already shopping at these hypermarkets regularly.

So for me, it’s basically a real 50% discount, with guaranteed use of the voucher later. Over the years, this strategy saved me a small fortune – and made Christmas shopping for my son far more affordable.

Lesson learned:
Some deals only make sense if they fit your lifestyle. When they do, they’re incredibly powerful.

3. The Year I Scored a Christmas Tree and Lights at the Last Minute

One year, our tre broke the week before Christmas (we had a plastic tree for 14 years) – and suddenly it was just a few days before Christmas with no tree and no lights in the house (yes, the light installation had an issue too). I thought I’d end up overpaying, because last-minute usually comes with stress and fewer options.

To my surprise, everything was on huge clearance. Stores were desperately trying to clear inventory, so the discounts were dramatic.

I left with a beautiful tree and plenty of lights for a fraction of the original price – and a mental note to myself that sometimes timing “mistakes” work out brilliantly.

Lesson learned:
For non-special items, last-minute holiday shopping can be a goldmine of discounts.

4. The Ornaments I Bought the Moment I Saw Them

Not everything should be bought on sale. One year, I found a set of exquisite, delicate ornaments that immediately caught my eye. They were clearly limited and absolutely beautiful.

No discount.
No promotion.
No hesitation.

I bought them right then and there, and I never regretted it. They sold out quickly, and to this day, they’re some of my favorite ornaments to put on the tree.

Lesson learned:
When something is truly special or limited, availability matters more than price – and buying early is the right move.

5. Buying Christmas and New Year Gifts for Friends – Without Overspending

Holiday shopping isn’t just for family. Whenever we spend New Year’s Eve with friends, I like to bring thoughtful gifts, but not at the cost of blowing my budget.

So I apply the exact same strategies:

• buy unique items early (before they sell out)
• buy general gifts mid-December when discounts are stable
• buy non-urgent items during end-of-season clearance

The result?

Beautiful gifts, smart purchases, and zero January guilt when the bank statements arrive.

Lesson learned:
Smart shopping helps you be generous without stressing your finances.

6. Using These Strategies All Year Long (Not Just for Holidays)

One of the biggest revelations for me was realizing that holiday marketing mechanics are used year-round – just with different labels: anniversary sales, spring clearances, back-to-school, mid-year campaigns, weekend flash sales.

Over the years, I’ve bought:

• household items
• small appliances
• kitchen gadgets
• even tech accessories

…at fantastic prices simply by applying the same tracking and timing logic I use during the holidays.

Lesson learned:
Once you understand holiday shopping strategies, you can use them all year long – and you’ll rarely pay full price again.

Why I Am Showing You These Examples 

These real-life situations helped me understand a crucial truth:

There isn’t one “correct” way to shop during the holidays.

There’s only the strategy that matches:

• the type of product
• your timing
• your priorities
• your habits
• your willingness to track prices
• and your understanding of retailer tactics

When you align all of these, you stop being the target… and you become the strategist.

5. How To Track Prices Like a Pro (Avoid Fake Discounts)

Use websites & tools like:

• Idealo
• PriceRunner
• PriceSpy
• Keepa (for Amazon)
• CamelCamelCamel (for Amazon)
• Google Shopping price history
• and any other site you have in your country – if you are reading this and are outside the US. For instance, in Romania, we have 
  • Compari.ro
  • Price.ro

EU Buyers Have a Big Advantage:

Retailers must show the lowest price in the last 30 days during a sale.

This stops the infamous “raise the price before the discount” trick.

Use this rule every time.

And if you are not from the EU, remember that you should always make a list in advance of the things you want (especially those pricey items) and note the prices those products have during the summer.

For instance, if you want a laptop, choose the exact make and model, then search 3-5 providers and see their prices. Write these down. And then update prices in September, October, November – Black Friday, and then Holiday discounts.

6. The December Dilemma: Shop Early or Late?

Buy EARLY if you want:

• A specific model
• A specific color
• Rare ornaments
• Limited-edition items
• Fast delivery

Buy LATE if you want:

• The best price
• Generic items (lights, wrapping, decor)
• Clearance-level discounts

Best Time to Buy Popular Holiday Items (Quick Reference Table) 

Item Type	Best Time to Buy	Why
Toys	Early December OR store-specific promo days	Stock + loyalty cashback = huge real savings
Electronics	Black Friday → mid-December	Stable discounts + early stock availability
Christmas decorations	Dec 20–31 or post-Christmas	Deepest clearance prices
Unique ornaments	As soon as the season begins	Limited stock + high demand
Beauty & gift sets	Black Friday → early December	Best bundle pricing
Christmas lights	Last-minute or post-Christmas	Large unsold inventory → big markdowns
Gift wrapping & small items	After Dec 20	Retailers clear shelves

7. Mistakes Smart Shoppers (Almost) Never Make

Before listing these mistakes, let me tell you why I said almost in the title. Because, as I mentioned above, we are people and we have one life and, sometimes, a product will catch our eye and we will know on the spot that we want to buy it – no matter the cost (and sometimes, no matter if it is useful or not). 

It happens.

It is ok – as long as these impulse shopping is NOT the rule, but the exception!

So here are the mistakes the smart shoppers never make: 

• Believing every discount is real
• Forgetting to compare prices
• Ignoring delivery deadlines
• Buying early when price matters
• Buying late when availability matters
• Buying anything just because there is a real discount
• Buying on impulse (see the note above)

8. Step-by-Step: How To Make Holiday Marketing Work FOR You

STEP 1 – Track prices months in advance

August–October is ideal.

STEP 2 – Make a “Must Buy” and “Nice to Have” list

Helps prevent impulse purchases.

Plus, it also helps you be prepared and know what gifts you could buy for the people you want to offer gifts to.

STEP 3 – Watch the EU 30-day rule

Protects you from fake discounts.

STEP 4 – Use loyalty programs wisely

Cashback at hypermarkets is real savings if you shop there anyway.

STEP 5 – Compare across stores

Never trust a single price.

STEP 6 – Use alerts + browser extensions

Let tech do the work for you.

STEP 7 – Buy strategically (early or late)

Based on your priorities.

STEP 8 – Don’t buy because it’s festive

Buy because it’s valuable for you.

Holiday Marketing and You

Holiday marketing is powerful – but not unbeatable.

Once you understand how retailers think, you stop being the target… and you start being the strategist.

You can enjoy the festive vibe, the lights, the music, the traditions – and still shop smart, intentionally, and confidently.

You don’t have to avoid holiday promotions.
You simply have to use them instead of letting them use you.

And trust me – once you do that, your wallet will thank you.

FAQ About Holiday Shopping  

Q1: How do I know if a holiday discount is real?

Track the price earlier.
Use the EU rule.
Check price history tools.

Q2: When are the biggest holiday discounts?

Often late December or early January – but stock is limited.

Q3: Should I buy Christmas gifts in advance?

Yes, if you want specific items.
No, if you’re chasing discounts.

Q4: How do retailers influence buying decisions?

Through psychology: scarcity, urgency, emotion, social proof, and anchored pricing.

Q5: What’s the best holiday shopping strategy?

Prep in advance + track prices + buy strategically + avoid impulse buying.

Photo sources: 1, 2, 3, 4, 5, 6, 7, 8, 9 – generated by ChatGPT