Evaluating President’s Day Promotions: How Brands Are Adapting In 2025
President’s Day has long been a key retail holiday in the United States. Historically a time for discounts and patriotic messaging, the holiday has served as a sales driver for brands and retailers alike. But as we approach 2025, with political tensions running high and consumers becoming more discerning about brand messaging, the once-reliable President’s Day playbook is under scrutiny.
In a polarized political climate, brands are being forced to rethink how they approach this holiday—striking the right balance between appealing to consumers without alienating any particular group. And, with a growing demand for authenticity in marketing, the traditional "patriotic" campaigns may no longer be as effective.
The Challenge: Striking the Right Balance in a Polarized Landscape
In previous years, President’s Day promotions featured bold red, white, and blue displays, proudly showcasing the spirit of American leadership and patriotism. This year, however, experts argue that this kind of messaging may feel oblivious or even divisive, given the current political climate.
Greg Zakowicz, Senior Ecommerce Expert at Omnisend, explains, “The current political climate is polarized to say the least, and anything can be interpreted as taking a stance. Instead of going overtly patriotic, some brands may be focusing on more neutral messaging tied to the long weekend, self-care, and early spring shopping.”
Many shoppers may see the holiday as just another sale, so keeping the messaging simple and focused on savings is a safe bet. However, brands that want to resonate more deeply with their customers—especially those with younger, more socially conscious audiences—must approach their campaigns thoughtfully.
Navigating the Political Minefield: Avoiding Political Stances
Jason Mudd, CEO of Axia Public Relations, advises brands to be cautious about inserting political narratives into their President’s Day campaigns. He notes that while some brands may choose to take a political stance, doing so can alienate half of their audience. “Half of consumers don’t want brands taking political stances. The other half only wants you to take their side,” Mudd says. “That means no matter what a brand does, it risks alienating at least half the marketplace.”
For many brands, political messaging may be more harmful than helpful. Mudd suggests focusing on leadership and service, rather than aligning with any particular political figure or party. “Instead of playing into political noise, brands should reframe President’s Day messaging to focus on leadership, American history, democracy, entrepreneurship, and innovation,” he adds. These themes can still resonate with customers without stepping into divisive territory.
Mudd also warns that vague or overly broad patriotic messaging could backfire. “Consumers are already skeptical of advertising,” he says. “Most will roll their eyes at vague, patriotic platitudes. Meanwhile, politically active consumers will praise or punish brands—depending on whether the message aligns with their beliefs.”
For Mudd, the key to successful President’s Day marketing is authenticity. “If your message isn’t authentic, relevant, or valuable, it’s better to say nothing at all,” he advises. “President’s Day marketing needs more creativity—and less cliché.”
Targeting the Right Audience: Tailoring Messaging to Demographics
As the market becomes more fragmented, different types of brands will take different approaches to President’s Day marketing, depending on their target demographics. According to Michelle Nguyen, Product Owner and Marketing Manager at UpPromote, this means some brands will choose to tap into social responsibility, while others will focus on product quality or simply offer deep discounts.
Certain brands, especially those targeting Gen Z and Millennials, may focus on values like sustainability, inclusivity, and social responsibility. "[To target] younger customers, these brands might use the holiday as a chance to show how committed they are to issues like diversity, sustainability, or civic participation," Nguyen says.
On the other hand, legacy brands with a long-standing reputation, such as those in the luxury, furniture, or automotive industries, may want to tie their promotions to a historical narrative, linking their products to American craftsmanship or innovation.
The Return to "Nowstalgia" and the Power of Nostalgia Marketing
In light of the political climate, some brands are turning to a trend that has been gaining traction: “nowstalgia.” Nicole Hart, a marketing expert, believes that brands can tap into the power of nostalgia to appeal to consumers without entering the political fray. "The cluttered landscape of politically charged and confusing messaging will limit the effectiveness of purchased impressions,” Hart explains. “Instead of virtue signaling, brands should deliver value—whether that’s meaningful storytelling, customer appreciation, or promotions that feel relevant, helpful, and valuable.” Across industries, she concludes, brands would be wise to invest in more peaceful and monitored internal channels, garnering leads and revenue from their own earned audiences, by way of organic social, brand collaborators, and email funnels.
For many brands, leaning into “nowstalgia” can provide a welcome reprieve from the political noise. Brands like Glossier and Gucci have used retro visuals and tonal cues from past decades to create a nostalgic experience for their audiences. This type of marketing, according to Hart, allows brands to evoke positive memories without stepping into divisive political discourse.
Focusing on Unity and Cultural Co-Creation
As brands navigate the uncertain terrain of President’s Day 2025, they also need to consider a broader shift in marketing strategies—one that focuses on inclusivity, unity, and cultural co-creation. Jack Mackinnon, Senior Director of Cultural Insights at Collage, explains that consumers expect brands to acknowledge real-world challenges while maintaining an optimistic tone. "Given the politically polarized climate, brands are moving away from overt patriotic appeals and focusing on themes of unity, progress, and economic relief," Mackinnon says.
For brands targeting Millennial and Gen Z audiences, the key will be to engage with social issues authentically. In fact, 88% of Gen Z consumers believe that brands should engage in inclusivity even in politically charged environments. For multicultural and niche brands, campaigns that reflect cultural storytelling and community-oriented values will resonate with Hispanic and Black consumers, who are driving significant purchasing power growth.
The Consumer Spending Picture: What to Expect for President’s Day 2025
New research from Smarty, an online shopping rewards app, provides insights into consumer spending patterns leading up to President’s Day 2025. According to the data, 67% of Americans plan to shop during President’s Day sales, with the majority focused on clothing, electronics, home appliances, and furniture.
However, the possibility of rising tariffs may affect consumers’ purchasing decisions. If prices increase due to tariffs, half of U.S. adults say they will shop less frequently and consider second-hand or local alternatives. Despite this, consumers are still prioritizing savings—58% of respondents say they plan to buy clothes, 41% are in the market for electronics, and 31% are looking for home appliances.
Conclusion: Creating Meaningful Connections with Consumers
In 2025, brands will need to adapt their President’s Day campaigns to a more discerning consumer base. The key to success will be crafting authentic, creative messages that reflect the values of their audience while avoiding the political noise that dominates today’s media landscape.
For many brands, this means focusing on consumer savings, embracing nostalgia, and aligning with social responsibility. As Mudd cautions, “Unless politics is already core to your brand identity, leaning into political narratives is more risk than reward.” Ultimately, brands that can connect with their customers in a meaningful and non-polarizing way will be best positioned to succeed this President’s Day and beyond.
This article was originally published by Forbes on 2/9/25.