A Christmas influencer campaign works best when it is planned early, built around gift ideas people can act on, and combines a well-known face that creates a moment with creators who keep the content flowing all season. For brands in Sweden, the holidays are the period when both spending and competition for attention peak – which is exactly why the planning for next year, and for 2027, should start now.

Why is Christmas the most important season for influencer marketing?

Christmas is when the money moves. Svensk Handel estimated that Swedes would spend around 24.5 billion kronor on Christmas gifts last season, and HUI Research expected total December retail sales to pass 100 billion kronor for the first time. More brands compete for the same attention, and ordinary ads get more expensive and easier to scroll past.

At the same time, people increasingly use creators as their gift guides. In LTK’s latest Holiday Shopper Study, around 70 percent of respondents said they make purchases based on creator recommendations, and a Tinuiti survey found that social media was the channel where most shoppers first saw a gift they later bought. Both studies are American, but the pattern is familiar from the Swedish market: recommendations from trusted faces carry more weight than another banner.

When should you start planning a Christmas influencer campaign?

Earlier than most brands think. Popular profiles fill their Christmas calendars early, and many shoppers start looking for gifts well before December – in the LTK study, 43 percent planned to start their holiday shopping by September. A simple timeline:

• August–September: goal, budget, concept and booking of talents.

• October: production, approvals and agreements on usage rights.

• November: early gift guides and Black Friday content.

• 1–20 December: the peak – gift ideas, recipes, table settings and last-minute tips.

• Between Christmas and New Year: sales, follow-up and evaluation.

Which formats work best during the holidays?

• Gift guides – a creator’s or celebrity’s personal picks, with clear links or codes.

• Try-on, unboxing and styling – especially for fashion, beauty and jewellery.

• Recipes, baking and table settings – a natural fit for food, drink and home brands.

• Events and launches – a well-known face at a Christmas launch or store event creates content for several channels.

• Promo codes – in a recent Sprout Social survey, promo codes shared by a brand or an influencer were the single biggest driver of holiday purchase intent.

Example: Dressmann’s Suit Up campaign

With the Suit Up campaign, Dressmann wanted to inspire confidence and elegance for the festive season. Collabri activated a group of male creators and developed the concept and brief, highlighting premium fabrics, sharp fits and modern style. The campaign showcased Dressmann’s range and timeless appeal, with strong results during the holiday season. The lesson: a clear seasonal idea – dressing up for the holidays – gives creators a natural reason to talk about the product.

How do celebrities and creators work together at Christmas?

The strongest Christmas campaigns often combine both. A well-known personality creates the big moment – a launch, a Christmas collection or a memorable film – while creators interpret the idea in their own channels and keep the campaign visible throughout December. The best-performing creator content can then be used in paid media through whitelisting or Spark Ads, which scales the campaign when competition for attention is at its highest.

What rules apply to Christmas influencer campaigns in Sweden?

The same rules as the rest of the year – but they are tested more often when the volume of offers rises. Under the Marketing Act, it must be clear at first glance that a post is advertising, and Konsumentverket has pointed to continued shortcomings in how influencer marketing is labelled. Gift guides with links, codes or free products are also advertising when there is a commercial relationship, and offers must be described correctly.

How do you prepare for Christmas 2027 already now?

• Measure this season properly – codes, links, sales and content value – so next year’s budget is based on data.

• Turn the best collaborations into long-term partnerships; a familiar face at Christmas builds stronger association year after year.

• Build a content bank with usage rights that can be reused in ads and on your own channels.

• Book key talents for 2027 early, especially if you want them in a launch or event.

Key takeaways

• Christmas is the season when spending and competition for attention peak.

• Start planning in August–September and book talents early.

• Gift guides, recipes, try-ons, events and promo codes are the formats that drive action.

• Combine a celebrity moment with creators, and scale the best content in paid media.

• Label every collaboration clearly and measure results to plan 2027.

Frequently asked questions

When should you book influencers for a Christmas campaign?

Ideally in August or September. Popular profiles have full calendars in November and December, and content needs time for production and approvals.

Do Christmas gift guides from influencers need to be labelled as advertising?

Yes, if there is a commercial relationship – payment, free products, codes or affiliate links. It must be clear at first glance that the post is advertising.

Is a celebrity or a group of creators better for Christmas?

They do different jobs. A celebrity creates recognition and a big moment, while creators deliver reach in several communities and a steady flow of content. Many of the most effective holiday campaigns combine both.

What does a Christmas influencer campaign cost?

It depends on the profiles, the number of posts and channels, usage rights and how long the campaign runs. Prices are often higher in December, which is another reason to plan early.

Planning a Christmas campaign or looking ahead to 2027? Contact us at info@collabri.se. You can also browse our talents and client projects.

Read also

• Case: Dressmann Suit Up – Male Creators for the Festive Season

• Influencer Marketing for Food and Drink Brands: What Works Toward 2027

• Social Commerce and Shoppable Creator Content: What Changes Toward 2027

• Influencer Marketing Trends 2027: What Brands Need to Know

• Celebrity Endorsements or Creator Collaborations? How to Choose

• What Is Influencer Marketing? A Complete Guide for 2027

Sources

• Svensk Handel via Aktiespararna – Svensk Handel spår ökad julklappsförsäljning (2025): https://www.aktiespararna.se/nyheter/svensk-handel-spar-okad-julklappsforsaljning-2025

• HUI Research – Julhandelsrapporten 2025 (2025): https://hui.se/wp-content/uploads/2025/11/Julhandelsrapporten-2025.pdf

• LTK via Business Wire – LTK Holiday Shopper Study Reveals Creators are Powering Holiday Spending (2025): https://www.businesswire.com/news/home/20250814187466/en/LTK-Holiday-Shopper-Study-Reveals-Creators-are-Powering-Holiday-Spending-and-Shaping-Shopping-Behaviors

• Tinuiti – Holiday Shopping Trends (2025): https://tinuiti.com/?p=23621

• Net Influencer – Influencer promo codes outperform ads as holiday purchase driver, survey finds (2026): https://www.netinfluencer.com/influencer-promo-codes-outperform-ads-as-holiday-purchase-driver-survey-finds/

• Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/

• Konsumentverket – Fortsatt stora brister i marknadsföring som sker genom influencers (2026): https://www.konsumentverket.se/nyhet/fortsatt-stora-brister-i-marknadsforing-som-sker-genom-influencers/

This article was written with the help of AI and reviewed by Collabri.