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Retro Christmas Ads: The Holiday Marketing that Defined Generations
Remember those vintage department store catalogs, the ones filled with page after page of toys, bicycles, and dolls? Or the Coca-Cola Santa Claus ads that helped shape the way we see St. Nick today? Christmas marketing has evolved through the decades, creating some of the most memorable and heartwarming advertisements. This month, we’ll take a look back at the Christmas ads that captured the spirit of the season, explore how brands created holiday magic, and rediscover why vintage marketing still holds a special place in our hearts.
Golden Era Of Christmas Advertising
Advertising is the greatest art form of the 20th century. ~Marshall McLuhan
The mid-20th century was a golden era for Christmas advertising. None made a bigger impact than Coca-Cola’s Santa Claus campaign, which began in 1931 with illustrator Haddon Sundblom. Before this, Santa’s image varied wildly, but Sundblom’s jolly, red-suited figure standardized the look we now associate with the holiday icon. Coca-Cola ran the campaign annually through the 1960s, with variations continuing into the modern era. The branding payoff was enormous: Coca-Cola became synonymous with the holiday season, bolstering winter sales and reinforcing global brand recognition.
Another standout was the 1966 Norelco electric shaver commercial. With stop-motion animation and a jingle that declared, “Norelco. Even our name says Merry Christmas!” the ad showed Santa riding over snowdrifts on a floating shaver head. It aired for nearly 30 years, becoming a holiday tradition that helped Norelco become a household name in shaving.
Retail giants like Sears and Montgomery Ward capitalized on Christmas catalogs. Montgomery Ward introduced Rudolph the Red-Nosed Reindeer in 1939 as a promotional giveaway. The booklet, written by Robert L. May, was distributed to over 2 million children in its first year, creating not just brand goodwill but a legacy. Rudolph would go on to spawn songs, merchandise, and TV specials, keeping the department store’s memory alive even after its decline.
From Black-and-White To Viral Bright – Christmas Ads On Screen
3 Hours of Classic Christmas Commercials!
The 1980s brought a new wave of emotionally resonant Christmas marketing. One of the most beloved was the 1989 Folgers commercial, often called “Peter Comes Home.” In it, a college student surprises his family by coming home early on Christmas morning, greeted by the smell of freshly brewed Folgers coffee. This ad aired annually for over 17 years and was remade in 2009. Folgers benefited from the campaign’s emotional pull, becoming a symbol of warmth and togetherness.
Another standout from the 1980s was McDonald’s 1982 ad “Ice Skating” featuring Ronald McDonald helping a child who can’t skate. The wordless commercial blended kindness, nostalgia, and brand familiarity. McDonald’s succeeded in positioning itself as part of the family holiday experience, not just a fast-food chain.
Toys “R” Us commercials also became a holiday staple. Their “I Don’t Wanna Grow Up” jingle, first introduced in the 1980s, was used in numerous holiday-themed variations. The catchy tune ensured brand loyalty among young audiences and drove significant seasonal foot traffic to stores.
Newer Nostalgia In The History Of Christmas Ads
Nostalgia is a file that removes the rough edges from the good old days. ~Doug Larson
The 1990s and early 2000s ushered in the Hallmark era of advertising – emotionally charged, cinematic commercials that tugged at the heartstrings. Hallmark’s “When You Care Enough to Send the Very Best” campaign included a 1999 ad where Santa leaves a Hallmark card for Dad at the plate of cookies and puppies for the kids. The ad humorously emphasized emotional connection by reinforcing childhood belief in Santa.
In 1996, Hershey’s introduced its now-iconic “Bell Choir” Kisses commercial. Featuring a row of chocolate kisses acting as bells to the tune of “We Wish You a Merry Christmas,” the simple, animated ad has aired virtually unchanged for decades. This consistency reinforced product recognition and brand tradition, especially important during a competitive season.
Campbell’s Soup added its own warm touch with a 1993 spot where a snowman melts into a smiling child after sipping hot soup. It aired annually for years, subtly reinforcing the idea that Campbell’s was more than a meal – it was part of winter comfort.
These ads weren’t just selling products. They were selling memories. The enduring popularity of these campaigns proves that emotional storytelling trumps even the flashiest gimmicks.
Whether it was Santa on a Coca-Cola sleigh or a chocolate Kiss ringing like a bell, retro Christmas ads didn’t just market products—they gifted us memories. And that, friends, is the true magic of holiday marketing.