Holiday Conundrum: What Should Brands Celebrate, Actually?
TLDR: 3 Takeaways from this Post:
You don’t have to post about every holiday. Inclusion isn’t a checklist..
Social media is promise, not noise. Every post should build trust and represent your brand with authenticity.
Start with your audience, not the calendar. A single, sincere message that reflects your values will always matter more than any generic greetings.
Happy Things!
You don’t have to celebrate every holiday to get this right.
What Happens When a Company Posts About Christmas but Not Kwanzaa?
Every November, marketing teams start the same conversation: “If we post about Christmas, do we also need to post about Kwanzaa? Hanukkah? Diwali?” It’s the annual tug-of-war between inclusion and expectation, and it says a lot about how brands see the world.
And the answer isn’t about getting every holiday right. It’s about understanding what your choices say about you and who you choose to see.
It’s Not About Right or Wrong. It’s About What You Reveal.
Let’s say you post about Christmas and skip the other holidays.
Posting about Christmas doesn’t make your brand exclusive by default. Christmas is part of American culture; even people who don’t celebrate it religiously often participate Christmas traditions like exchanging gifts and making gingerbread houses.
But when a company only posts about Christmas, it sends a subtle message about its perspective, and about whose traditions it sees as universal, and whose are invisible.
That doesn’t necessarily make a brand bad. It just makes its worldview clear. Are you ready to do that?
The Real Risk Isn’t Offense - It’s Omission
Most audiences won’t be angry if you don’t post about Kwanzaa. But they will notice if your company never seems to see anyone who celebrates differently.
In other words, it’s not the Christmas post that creates the problem; it’s the pattern behind it. If your content all year long reflects one story, one culture, or one kind of customer, then your holiday message becomes another reminder of who’s centered and who’s not.
Trust Me: You Don’t Need to Post About Everything
The solution isn’t to post about every holiday or cultural event in hopes of covering your bases. That turns inclusion into a compliance exercise. And it definitely doesn’t create the engagement you are hoping for.
Instead:
Share one inclusive message of gratitude that acknowledges this season means different things to different people.
Invite employees or community members to share their own traditions.
Or skip the holiday posts altogether and focus on consistent storytelling about your values and community all year long.
Your Community Isn’t a Holiday Campaign
Building a community isn’t about balancing the calendar; it’s about belonging. When you invest in diverse representation, partnerships, and relationships throughout the year, your audience doesn’t need proof of your commitment every December. They already know.
If you’re not sure how to engage, it’s better to pause than to post something that rings hollow. Intentional silence will never hurt your reputation as much as performative noise.
Social Media Isn’t a Megaphone
Social media carries real responsibility. It’s not just a place to get likes, clicks, or leads. It’s the most dynamic and visible expression of your brand. It’s often the front door to your business.
So, your editorial calendar can’t simply be a list of dates and hashtags. It’s a plan for relationship-building and a way to show your audience who you are, what you care about, and how you keep your promises.
Done well, social media during the holidays is an act of stewardship: perpetuating a deep, consistent, and human relationship with your community that represents your brand promise and values.
Make the Right Call This Season
If you’re deciding what to post this holiday season, start with your audience, not the calendar. Ask what this time of year means to them and how you can show up in a way that feels genuine to your relationship. If you’re posting just because it’s expected, it’s okay to skip it. A single, sincere message that reflects your brand’s values will always matter more than a dozen generic greetings.
You don’t have to celebrate every holiday to get this right. You just have to show up all year long in a way that makes people feel seen, even when they’re not named.
If you’re not sure how to do that, let’s talk about it. I help teams connect their message to their meaning.
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