Who nailed festive-mood communication? My top picks for 2025 best practices.

I walk miles around any city I’m in checking every possible angle — product presentation, window displays, special designs, on top of updates on official e-commerce, and social media publications.

This year, there are two winners who absolutely brought the fairytale to life (and appear to be the most memorable in the most fruitful sales time).

1) Cartier

A coherent presentation line across all channels, a message that awakens emotion, magical panthers frolicking in the boutique in the holiday video. On the website, my favorite detail — the playful animated paw on the logo.

2) Diptyque Paris. 

The glittering carousels have become a signature over the years, but that’s not the only thing worth noting. The brand has some of the most beautiful and stylish holiday packaging (and not only holiday), and overall their limited-edition product visuals with a golden leitmotif and a fairytale cat are stunning. They also have an Advent calendar that I actually wanted. I researched different mono-brand offerings, and in terms of content + design + price, it was practically unmatched.

*I’ll talk in the next publications about what drives customers when choosing an Advent calendar and who presented theirs best on the website (there is one genius display concept).