Baby, it’s not even remotely cold outside. It’s 32C (~90F) and swamp-like, perfect for crafting your holiday campaigns. Cue holiday appropriate playlist. Whether your target audience for this holiday season is into homespun traditions, featuring handmade decorations and rustic decor or they love everything fun, colorful and kitschy, complete with adorkable Christmas sweaters and candy ornaments, it’s all good and on trend for 2016.
Holiday Trends Gallery: Relaxed, modern lifestyle images for this holiday season attract today’s savvy (yet sometimes sentimental!) consumer seeking respite from a world gone mad. We highlight two trends we’re sure to hear more about as the end of year approaches.
First up: Northern Envy
At the heart of this year’s Nordic trend is the Danish import of hygga (say it like “hoo-ga” maybe?). In enthusiastic blog posts, articles and books, Hygga is described as a mix of art form, practice and way of life. It embodies the warm fuzzies of crackling fireplaces, candlelight, wool blankets and hugs. Hygga invites a slowing down from the relentless pace of modern life, providing a window of time to appreciate little moments, like the warmth of your cuppa or the muffled quiet of new fallen snow. Bigger than a single word, the closest English term for hygga resides somewhere in the neighborhood of “cozy”. Rather than feel bitter during the winter months, the Danes—the happiest people on the planet— seize the cold, dark days and the colder, darker nights as a natural time to gather with family and friends, for good times. Drinking may be involved. (It’s very dark in Denmark in the winter.) Hygga is all about living in the moment and being kind to yourself. That’s what has people hooked on this trend. And it sticks around long after most of us have packed away our holiday decor and good cheer for another year. So this year, keep those fairy lights and candles out to chase away the mid-winter blues. (For more on hygga, check out the resources listed at the end of the post.) As far as visuals are concerned, this trend originates in Scandinavia, so look for lifestyle images with rustic decor, clean lines and uncluttered living spaces. Lighting is key, with natural, bright light during the day and the warmth of candlelight, fireplaces or fairy lights at night. Handmade decorations featuring natural materials like pinecones and fir boughs complete the look. Overall, you’re looking for a feeling of tradition, warmth, security and comfort. What’s not to love?
Next Up: Let’s Hear it for the Kitsch
Sometimes life pleads for a less traditional, more playful holiday look. Like the Nordic trend—though the visual aesthetic is completely different—this trend stems from the need to have a break from the daily grind. Bright pops of color from a non-traditional holiday palette are the foundation of this look: think pink, blue and purple along with red, gold and green. Vintage inspired kitsch along with cartoon-like or pop-art graphics make a big statement about the kind of holiday planned. It’s fun, games and a child-like sense of whimsy all rolled into one. Old-school tinsel? Check. Embarrassing Xmas sweaters? Check. Home photo booth with goofy hats? Check. If there is any time of the year to be a big kid, it’s the holiday season and fans of this look aren’t going to miss a second of the party. Perfect for families with young kids, it provides an 'everything goes' atmosphere which means that kids can help decorate the house without it ruining the scheme. (Yes, some people are that mean.) Capturing the magic of the season, attract your clients with a look that speaks to their personalities. The only serious thing about this trend is the fun.
At the end of the day, we’re all looking to ring out the year with a big burst of happiness, regardless of what holidays we celebrate. Both these trends deliver, with all the heart and joy that the season offers.
Learn more about Hygge:
The Little Book of Hygge
How to Hygge
The Cozy Life: Rediscover the Joy of the Simple Things Through the Danish Concept of Hygge
The Year of Living Danishly
Hygge, the Danish Art of LIving Cosily