Christmas 2025 is approaching, and while many online retailers are exhaling after the Black Friday rush, data shows otherwise: now is the time to keep your foot on the accelerator.
According to the Danish Industry's e-commerce tracker, December 2024 was the biggest month of the year for online commerce. As many as 87% of Danes shopped online in December and spending peaked with 5.1 purchases per Dane and an average online spend of DKK 2,143.
This was even higher than November's figures - and a clear sign that the festive season is a goldmine for businesses that know how to engage their customers at the right time.
That's why Christmas communication isn't just about selling. It's about being present, helping, inspiring and creating a presence when your customers are most active. Mobile channels, SMS and now RCS are powerful tools here.
In this article you'll get 12 concrete ideas on how you can use SMS and RCS in Christmas 2025 to drive both revenue and relationships.
Ready to create some Christmas magic?
Why mobile wins during the festive season
When the cold weather hits and we wrap ourselves up in scarves and hats, the anticipation for the festive season really starts to build. We're looking forward to the fun, traditions and finding the perfect gifts. But at the same time, for many, December is a month when to-do lists grow and profits can quickly be squeezed by busy schedules and overflowing inboxes.
It is precisely in this combination that mobile channels make a difference. An SMS or RCS message lands directly in the customer's hand. And when the message is relevant, the timing right and the value clear, the message acts as a little shortcut that makes it easier for the customer to take action, find the right gift, meet an important deadline or discover a great offer.
Where an SMS provides a quick overview, RCS can provide a more visual and inspiring universe that helps customers with their Christmas shopping. Together they meet customers where they actively seek help and ideas.
According to the e-commerce tracker, almost half of all online purchases in 2024 were made via mobile and the trend continues. This means that the mobile phone is where the hunt for Christmas presents takes place. From the first idea to the final purchase.
12 examples for Christmas campaigns
Christmas is a time for traditions, but also for new approaches and fresh ideas. If you haven't worked with SMS marketing or RCS marketing before, Christmas is a great time to get started. Here, customers are ready to buy, curious and highly receptive to relevant communication.
If you're already used to working with mobile channels, Christmas is a great opportunity to fine-tune, think differently and test new formats. You can create sales, inspiration and intimacy - depending on what your target audience needs.
Here we've gathered 12 SMS and RCS campaign ideas that can help you engage customers and drive results during the festive season.
1. Christmas sale
For many customers, the Christmas sales are the start of the December shopping season. This is where they look for great prices, quick decision-making shortcuts and inspiration for both gifts and personal wishes. With SMS and RCS, you can give them a clear and easily accessible introduction to the sale, right where they already are.
Used correctly, Christmas sale messages are not just another promotion in the crowd, but a relevant reminder that makes it easier to find the perfect gift at a great price.
2. Christmas calendar
A daily dose of Christmas cheer could be just what your customers need. With a Christmas calendar, you can invite them to open a door every day and get small offers, tips or competitions. This creates a natural connection in December and makes it easier for customers to find inspiration and bargains.
The Christmas calendar doesn't have to be complicated. Most importantly, it's fun and easy to participate in.
3. VIP Christmas shopping
Christmas is a time to give a little extra attention to those who shop with you the most. For example, a VIP Christmas shopping invitation can give selected customers benefits that the rest of the customer base will only get later: early access to offers, special prices or selected products that are only available for a limited time.
A personalised invitation can be enough to create a sense of exclusivity. It's about making your best customers feel seen and rewarded.
4. Last minute shopping
There are always customers who are late in December. For them, it's all about quick solutions, clear deadlines and concrete gift ideas that can save the day. A short message can be just the help they need.
Give customers an overview of last-minute delivery deadlines, in-store pickup options or a few selected last-minute gift ideas. It makes the decision easier - and provides peace of mind during a busy period.
5. Advent campaigns
Is a daily advent calendar too much of a good thing? Advent campaigns are a great opportunity to create something extra in December. A new message every Sunday can remind customers of great offers, inspire gift buying or give them a little perk to make the festive season a little sweeter.
You can either run a new offer every Sunday or use the day as an opportunity to highlight special categories, gift ideas or exclusive products. Most importantly, customers know that something new and relevant is coming every Sunday - it creates joy and anticipation.
6. Free Christmas gift with your purchase
A little extra Christmas gift can be a great way to reward customers and make their December a little more enjoyable. It could be anything from a Christmas decoration, a sample item, a gift bag or a small snack that is included when they shop with you in December. This creates both joy and motivation to complete the purchase.
Such a campaign can also help you stand out from the competition because it gives customers the experience of taking home something special - at no extra cost.
7. Personalised gift guides
Christmas can be overwhelming, especially when there are so many presents to find and buy. Some customers get stuck in the idea phase and need help to move forward. This is where a personalised gift guide can be a great help.
By sending a small handful of selected gift ideas - based on popular categories or the customer's previous purchases - you make the decision easier. A good gift guide shouldn't be long; it should be clear and inspiring so the customer can quickly find something that fits.
8. Lost basket with Christmas magic
Do you have a lost-cart flow? How about sprinkling a little extra Christmas magic on your messages. December is a month when shoppers can often be interrupted mid-purchase - and a friendly reminder can be the nudge that gets them back in the basket.
For example, you can customise your lost basket messages with information about delivery deadlines, personalised gift ideas or the possibility of getting the parcel there before Christmas. This makes the reminder more relevant and helps the customer move on when time is short.
9. Christmas events
A Christmas event is a great way to create atmosphere and invite customers closer to your brand. It can be anything from a cosy in-store shopping evening to an online Christmas workshop, a live stream or a small Christmas market. Whatever the format, an event gives customers an experience they associate with you - often leading to both sales and stronger relationships.
A short message can be used to invite, remind the date or share a programme so customers can easily see what to expect. In December, it can be the very inspiration that makes them appear.
10. Competitions and giveaways
Christmas is the perfect time to create extra engagement through a competition or small give-away. For example, you can give away a gift voucher or draw for a popular product among everyone who shops within a certain period of time. It gives customers a fun way to interact with your brand and creates awareness in a month where many companies are fighting for space.
Competitions are a fun way to interact with your customers and create engagement with your brand. You can run competitions online or in your physical store.
11. After-Christmas sale
The days after Christmas are often busy. Many customers need to exchange gifts, find a different size or buy something they didn't get themselves. This makes it the perfect time for a targeted message that helps them move forward while highlighting your post-Christmas sales.
A message with exchange info, opening hours or selected offers can make it easier for customers to orientate themselves. It creates both service and additional sales - without being intrusive.
12. Competitions and giveaways
Between Christmas and New Year, many people also start looking ahead. It can be anything from planning New Year's Eve to getting ready for a fresh start in January. Here, a relevant message can help customers with ideas, products or offers that fit the transition period.
It could be decorations, outfits, kitchenware, self-indulgence, organisational products or something else entirely.
Plan your Christmas campaigns in advance
December goes by quickly, so it pays to have a plan for your campaigns before the festive season kicks off in earnest. It's not about creating a large and complex setup, but about preparing the most important flows and campaigns well in advance.
Start with the messages that come back every year like: lost basket, delivery times, VIP access and any advent or sale promotions. Then add a few manual messages when opportunities arise along the way. This way, you ensure that the most important touchpoints are covered - even if December gets busy.
In inMobile, it's easy to create your campaigns and schedule them to air at specific times. So nothing is forgotten in the middle of the busy season.
Tips for sending mobile campaigns at Christmas
Do you want a more stress-free festive season? When working with SMS and RCS in December, it's the small details that make the difference. Here are some simple recommendations to help you get the most out of your campaigns this Christmas.
#1 Timing
Timing is always important, but especially in December. Many customers shop in the evening or during special deadlines and expiring offers. At the same time, it's a month where there are many family events. Therefore, consider both time and day when scheduling your messages.
#2 Frequency
Think about frequency. It's about relevance, not about sending as much as possible. Mix regular flows with a few well-chosen campaigns to avoid overloading recipients.
#3 Clear CTA
Make sure every message has a clear call to action. It's important that the customer knows how to respond to your SMS or RCS if you want to increase engagement. You can do this by adding links in your SMS or buttons in your RCS, for example.
#4 Personalisation
Mobile is a personal channel. Therefore, your messages should also be personalised. Speak directly to the recipient and don't be afraid to use the data you have available such as first name, interests in particular products, etc.
#5 Targeting and segmentation
Use your data to target your campaigns more precisely. Segment your customer database based on behaviour, previous purchases, demographics or preferences to send relevant offers to the recipient.
#6 Testing and optimisation
Before planning your Christmas campaigns, it's a good idea to test your messages and check how the text looks, whether your links work, etc. If you use automations, check that your trigger is activated correctly.
#7 Plan your campaigns
Once you have your content ready, you can start planning your campaigns. Remember to coordinate with your other marketing initiatives for a streamlined customer experience. You may want to schedule your broadcasts in batches to avoid overloading your website.
#8 Measurement and follow-up
It's always a good idea to measure the effectiveness of your campaigns and analyse the results. Look at open rates, click-through rates, and conversions to understand what worked particularly well and what can be improved for next year.
Summarising
Christmas is one of the most important times of the year - and also one of the busiest. That's why good communication in December is all about helping customers, giving them an overview and making their decisions a little easier. SMS and RCS are powerful channels to do just that. They land directly in the hands of recipients who have asked for it (given permission) and create a clear starting point for inspiration, help and purchase.
With the 12 ideas in this article, you can plan campaigns that build both relationships and revenue. It doesn't have to be time-consuming or complex. Small, well-chosen messages can make a big difference - especially in a month where customers are actively looking for great deals and easy solutions.
Whether you're already working with mobile communications or just getting started, Christmas is a great time to connect with your customers and help them through the busiest trading period of the year.
Want to dive even deeper into how to create engaging and converting marketing messages? Then read on for our guide to the perfect SMS.
FAQ: Christmas messages
Start by setting delivery deadlines as fixed milestones in your campaign plan. In December, customers expect clear messages about 'last chance' and alternatives like click & collect. With SMS or RCS, you can remind customers of key dates well in advance so they act in time and avoid delays.
In the final days before Christmas, customers respond most to practical messages: last-minute gift ideas, pick-up options, selected bestseller products and clear deadlines. Here, a short and action-orientated message works much better than larger campaigns.
Keep messages relevant to the customer's situation. A reminder of a delivery deadline, a personalised gift idea or a free Advent gift is experienced as a help - not a distraction. Segment by behaviour, purchase history or other customer data so you only send messages that make sense to the recipient.
In December, it's the short, concrete messages that get read. Use clear links, a clear call-to-action and a time of day when customers are active. Combine continuous flows with single campaigns so customers see your messages when they are already looking for inspiration or help.
