The festive period is a marathon, not a sprint, especially for out-of-home advertising.
Here’s how your business can take advantage of the spending frenzy and your billboards can work harder across festive season.
Black Friday week: create that urgency
This is where bold, simple messaging wins. Think “50% OFF ENDS SUNDAY” rather than lengthy explanations. Your billboard should echo what’s happening in-store or online, so if you’re running a sale on a particular day, make sure your billboard creative reflects it.
Consistency between your shop window or website and that billboard on the high street or A road builds trust and recognition. Keep copy punchy as drivers have three seconds to digest your message.
Cyber Monday: bridging out-of-home and online
Although it’s a digital shopping day, billboards can drive serious online traffic. By using a memorable URL (think “bigsale.co.uk” not “yourcompany.co.uk/promotions/cyber-monday-2025”) or a QR code, you connect the online and offline worlds and a commuter’s journey can turn into a shopping session.
If your billboard is near traffic lights or pedestrian crossings, people have dwell time and are more likely to search your business.
1st – 15th December: know your audience
The gift-buying frenzy is in full swing, but not everyone shops the same way. Lunchtime crowds near retail parks respond well to convenience messaging. Evening commuters who are probably tired and stressed could respond better to emotional hooks about finding the perfect gift.
Consider choosing locations that match your target shopper’s routine.
16th – 24th December: embrace the panic
Last-minute shoppers need reassurance, not fancy creative. “OPEN LATE” or “GIFT CARDS AVAILABLE” removes barriers to purchase. Location becomes everything now—billboards near shopping centres, train stations or major roundabouts capture people in decision mode.
This isn’t the time for subtlety; it’s about removing friction from people’s increasingly desperate gift hunt.
Post-Christmas to New Year: don’t pack up yet
Boxing Day still delivers serious footfall and your billboard can direct sale-hunters straight to you. Beyond that, early January messaging about New Year fitness goals, fresh starts or treating yourself works beautifully as people are primed for change.
You’ve paid for the space through January, so use it. Even a simple “NEW YEAR, NEW [YOUR PRODUCT]” keeps your brand front of mind when competitors have gone quiet.
The key is to plan the whole journey now, not week by week so you can stay ahead of the spending game.
Book before the break
The festive season calls for a festive offer: you can get up to 4 weeks free advertising this December if you book before the 30th November!
Find out more here.
Are you ready to start your OOH advertising campaign?
Don’t hesitate to schedule a call with us or email [email protected] if you think you have what it takes…
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