Creators are moving up their holiday content calendars

As a holiday season lover, content creator Devin Cordle is known to her over six million followers for posting about all things Christmas throughout the year. This year, she says brands have taken notice and began reaching out for partnerships as early as July.

This year, Cordle began laying the groundwork for her holiday content over the summer by posting hauls of fall decor and listening to Christmas music. “You’re kind of pitching yourself to these brands, hoping they’ll notice and give you a brand deal [in time for the holidays]” Cordle said.

Cordle is just one example of a creator increasingly strategizing with brands on holiday content long before shoppers encounter discounts and deals. Sales are starting earlier and earlier, and with that, holiday-themed marketing campaigns are also kicking off earlier than ever before. Thanks to the introduction of fall sales events like Amazon Prime Big Deals Day, some customers are now doing their holiday shopping in October. In turn, some brands now view August and September as a critical time to increase brand awareness, and even start making consumers aware of their holiday offerings.

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