How Fashion & Beauty Brands Can Use Social Media to Win Christmas

As we step into the busiest shopping season of the year, working with a digital marketing agency Brisbane can help social media become more than just a branding tool – it’s your digital shopfront, gift guide, countdown clock, and best sales driver all rolled into one.

For fashion and beauty brands, December is crunch time. With the right strategy, your socials can turn scrollers into shoppers and browsers into brand loyalists. Here’s how to make every post count during the most wonderful and competitive time of the year.

Countdown Content Builds Anticipation

If you’re not running a social countdown, you’re missing a golden opportunity. Whether it’s “12 Days of Christmas” giveaways or daily spotlights on gift-worthy products, countdown content is designed to create buzz and drive repeat visits.

Why it works

Countdowns fuel urgency, encourage daily engagement, and keep your brand top-of-mind all the way to December 24. It’s the digital equivalent of an Advent calendar, and followers can’t help but check in daily.

Examples we love

• Mecca’s “12 Days of Beauty” where daily giveaways feature cult favourite products
• Lush Cosmetics using daily TikTok posts to unwrap different gift boxes

Gift Guides Make Shopping Effortless

When the holiday rush hits, your followers aren’t just looking – they’re searching. They want inspiration, not decision fatigue. That’s why gift guides are crucial in December. They make your products easier to discover and shop.

Formats to try

• Carousel post: “5 Gifts Under $100”
• Reels/TikToks: “Top 3 Secret Santa Ideas”
• Blog posts: Roundups linking directly to shop categories
  

Examples

• Sephora’s interactive gift guides that let you shop by persona (“for the skincare lover” or “the fragrance fan”)
• Country Road’s curated lifestyle guides blending fashion, home, and accessories
  

Social Giveaways Drive Shareability

If there’s ever a time to go big on giveaways, it’s December. They don’t just reward your audience; they expand your reach and drive high engagement when people are most active.

Why it works

December is peak generosity season – which makes it the perfect moment to run giveaways that expand your reach.

Examples

• Glassons giving away full NYE outfits with “tag your party crew” for a chance to win
• Adore Beauty running “12 Days of Christmas” giveaways with tiered prizes

Urgency + Last-Minute Messaging

As shipping cut-off dates approach, your content needs to pivot. Now’s the time to move from “inspo” to “solutions” and help customers get their gifts on time.

Content ideas

• “Final day for Christmas delivery” posts
• “Last-minute gift cards” graphics
• Same-day click-and-collect Reels

Example

Myer and David Jones both dominate this space with “final days” messaging, reminding shoppers of last-chance delivery options and in-store pickups.

Final Thoughts

In a time where every brand is competing for attention (and cart space), the ones that win are those who build momentum, connect with audiences, and turn seasonal interest into real revenue.

That’s where Patch Agency thrives, offering social media marketing services Brisbane and high-impact, social media management strategies for fashion, beauty, and lifestyle brands.

Don’t leave your holiday marketing to chance. Get in touch today and make every post count.