The Xmas Xperience

It’s that time of the year again! Time to think about Xmas.

The holiday season begins. To get into the spirit, we started thinking about how everyone experiences christmas a little differently.

We decided to do some research — nothing too serious. We asked people around the offices at Edenspiekermann how they experience this time of the year. And we have some interesting insights to share, that might help brands and businesses to get into the holiday spirit. Because it’s never too late!

What we learned

We asked our team how they spend the holidays and Xmas. What are their favorite traditions, songs, seasonal foods? What’s their general opinion of Xmas?

What did we learn? Well, for one, don’t assume everybody loves Xmas. Some people consider it a stressful time of year, with too much hype, too many events, excessive amounts of heavy food and booze. What’s more, it drains all the money you worked hard to save over the year. In short? For some people, Xmas is an an overrated social obligation. 

On the other hand, some people love Xmas. These holiday devotees see it as an occasion to spend time with family and friends, eat delicious food, and revel in the holiday spirit.

We asked people about their favorite christmas song, and the answers showed how diverse people’s feelings about Xmas can be. As expected, we have a lot of Mariah and Wham fans. But almost half the people we surveyed had their own unique favorite Xmas song.

Based on our limited survey, the holidays have an overall favorability rating of 6.5 out of 10. How people think about the holidays and Xmas is extremely subjective and personal. Even in our offices alone, there was no overarching Xmas experience shared by everyone. For brands, it’s worth thinking carefully about the diverse ways people celebrate the holidays (or, in some cases, don’t celebrate).

Our advice

Don’t expect everybody to be in the same mood around Xmas. The vote is obviously split here, so make sure to be aware and consider the differences in feelings and focus. Find a concept for those who love a big event full of friends, family, and binge-eating but don’t forget the other ones who you will not get into the christmas mood at all.

One last thing: remember that there is life after Xmas. Don’t overstretch yourself—you might need some energy for the New Year.

Illustrations: Christoph Rauscher