Substack set to steal brands’ holiday spotlight this year

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• Why Substack is becoming a holiday marketing channel
• How a women’s workwear brand uses Substack to turn readers into buyers
  • Content that sells without feeling like an ad
• Beauty brands focusing on wellbeing: Rare Beauty’s holiday series
  • A themed campaign for seasonal stress
• Event-driven storytelling: Loftie’s behind-the-scenes strategy
• PR plays: how agencies pitch Substack gift guides
• Commerce impact: linking content to holiday revenue
• Hiring and growth signals in the DTC sector
• Numbers and reading picks to watch this season
  • Short reads on industry moves
• Recent coverage and features worth revisiting

Brands large and small are treating Substack like a new storefront this holiday season. From style tips to mental-health guides and behind-the-scenes party recaps, companies are using long-form newsletters to reach engaged audiences and boost sales during the busiest retail months.

Why Substack is becoming a holiday marketing channel

Marketers see Substack as a place to tell longer stories and build trust. Unlike short-form social posts, newsletters let brands explain context, share advice and link directly to products. That depth matters as retailers and DTC brands compete for attention during Black Friday and Cyber Monday.

The National Retail Federation forecasts holiday sales to top $1 trillion in 2025. For many brands, Substack offers a high-intent audience for that surge. PR firms say conversion from Substack placements is notably strong because readers opt in and are often loyal to specific writers.

How a women’s workwear brand uses Substack to turn readers into buyers

M.M.LaFleur launched its Substack earlier this year and now positions it as a seasonal style guide. The newsletter publishes weekly and focuses on practical looks for office parties, business travel, and early-2026 events.

Content that sells without feeling like an ad

The brand balances editorial guidance with shoppable links. One Labor Day post drove thousands in sales, showing how editorial content converts. Expect posts about layering sweaters, dressing for after-work drinks, and a possible gift guide from the head of design.

• Frequency: weekly issues.
• Audience: tens of thousands of subscribers (about 85,000).
• Approach: styling advice, expert collaborations, and curated product mentions timed to sale events.

Beauty brands focusing on wellbeing: Rare Beauty’s holiday series

Rare Beauty is using Substack to go deeper on mental health during the holidays. The brand pairs its cosmetic lineup with supportive content informed by its charitable work.

A themed campaign for seasonal stress

Starting in November, Rare Beauty plans a multi-week series exploring how to protect your mental health around family gatherings and holiday pressures. One installment will include an interview with a psychiatrist, while another brings in a fellow Substack writer to add a creative voice.

The timing echoes data showing heightened holiday stress. Brands like Rare Beauty see Substack as an outlet to publish longer, nuanced pieces that would not fit a short social reel.

Event-driven storytelling: Loftie’s behind-the-scenes strategy

Loftie, known for alarm clocks and sleep devices, is turning its Substack into a community magazine. With a renovated NYC headquarters, the brand will publish recaps and previews of in-person activations.

• Content types: event coverage, artist collaborations, and product-launch parties.
• Tone: editorial and community-focused rather than purely promotional.
• Audience size: currently small but growing (around 125 followers).

Loftie says it will avoid leading with sales messaging. Instead, the brand aims to create an aspirational, magazine-like experience that deepens customer relationships.

PR plays: how agencies pitch Substack gift guides

Agencies have added Substack outreach to holiday PR strategies. The platform’s niche communities make it ideal for targeting specific audiences, from parents to fashion fans.

Pitching Substack writers is more personal than pitching legacy outlets. PR teams scout creators whose readership aligns with a client’s product. That often means smaller, highly engaged lists rather than mass circulation.

• Why brands like it: direct access to subscriber inboxes and strong trust between authors and readers.
• How agencies work: curate outreach by niche, suggest product fits, and offer gifting programs timed for guide deadlines.
• Tools used: discovery platforms that index hundreds of Substack creators for gifting campaigns.

Agencies report higher conversion rates from Substack placements than from many other outlets. That makes the platform a critical part of holiday outreach for many clients.

Commerce impact: linking content to holiday revenue

Brands are already seeing measurable returns from Substack links. M.M.LaFleur reported thousands in sales from editorial posts. That proves a simple point: readers who trust a newsletter author will click and buy.

During peak shopping days, content teams will tie posts to sales promotions. But many brands say long-form storytelling is where Substack shines. It builds loyalty and prompts repeat purchases beyond one-off holiday deals.

Hiring and growth signals in the DTC sector

Beyond content, some consumer brands are expanding staff after funding rounds. The gummy supplement brand Grüns is hiring across creative and operations teams after a large funding year.

• Open roles include e-commerce lead for Shopify, a creative strategist, and R&D positions.
• Grüns recently entered mass retail and closed a $35 million Series B that valued the company at $500 million.
• Next steps: international expansion and wider grocery distribution in 2026.

Numbers and reading picks to watch this season

38% of consumer-product M&A in the past five years came from deals valued under $2 billion, per a Bain analysis of Dealogic data. Smaller acquisitions now make up a bigger slice of the market than in prior years.

Short reads on industry moves

• A perfume startup uses AI to craft personalized fragrances.
• Allbirds bets on waterproof sneakers and slippers to lift sales.
• Wendy’s plans to close several hundred U.S. locations as part of a turnaround.

Recent coverage and features worth revisiting

• A look inside True Religion’s efforts to reach Gen Z through events and social platforms.
• Why brands like Tangle Teezer and Skims team up on seasonal gift sets.
• How celebrity-fronted campaigns shaped 2025 holiday advertising.