13th Month Pay Season: How to Capture the Filipino Shopper This Christmas

The holidays are here — lights are twinkling, malls are packed, and shoppers are in full gift-hunting mode. With 13th month pay and bonuses rolling in, Filipinos are more than ready to celebrate, give, and spend.

In fact, a recent survey revealed that 83% of Filipinos prioritize spending on gifts for loved ones during the Christmas season. That means one thing for brands: the opportunity to connect and convert has never been brighter.

If you’re still planning how to stand out and drive more sales this holiday season, now’s the perfect time to act. Consumers are ready — the question is, will your brand be top of mind when they start shopping?

Here are some strategies to make your brand shine this Christmas season:

Nothing drives urgency like a limited-time Christmas deal.

Bundle your bestsellers, offer “buy one, gift one” promos, or throw in a small freebie for every purchase. Make it feel festive and exclusive.

Filipinos love a good discount during the holidays — remind them these deals are only here for a short time, so they will have the urgency to do their Christmas shopping early.

Consumers are especially busy this season, and for many Filipinos, Christmas shopping often means braving crowded malls, long queues, and hectic weekend rushes. Simplifying the buying experience across all your channels — both online and in-store — can make a huge difference.

Making the process quick and convenient not only saves time but also leaves a positive impression, encouraging repeat visits and loyal customers.

It’s not enough to just post — you need to truly connect with your audience. Run festive contests, encourage user-generated content, or collaborate with local creators.

For example, you could launch a “Share Your Best Holiday Moment” challenge where followers post photos or videos of their Christmas decorations, recipes, or family traditions. Offer small prizes like gift cards or exclusive discounts to winners.

These interactive campaigns make your brand part of the holiday fun and create memorable experiences for your customers.

Your email list is gold this season.

Use it to send personalized greetings, early access to sales, or reminders for last-minute shoppers. Keep the tone warm and genuine — like you’re talking to an old friend.

But don’t stop at email! Use every touchpoint to keep the holiday spirit alive — from in-store radio ads playing cheerful greetings and festive jingles, to digital banners that echo your holiday message.

When your audience hears and sees consistent, feel-good messages everywhere, it reinforces your brand as part of their Christmas experience — not just another brand selling something.

People are naturally drawn to brands that give back, especially during the Filipino Christmas season, when the spirit of bayanihan shines brightest.

Consider donating a portion of your sales to a local charity, supporting Filipino artisans by featuring their handmade products, or hosting a simple pamaskong handog community drive for kids or families in need.

Not only does this warm hearts, but it also shows your brand truly cares about the Filipino community, making your Christmas campaign meaningful and memorable.

Make it merry. Make it meaningful. Make it sell.

Christmas shopping isn’t just about products — it’s about feelings. The brands that win are the ones that make people feel something: joy, nostalgia, generosity, connection.

So, whether you’re offering exclusive bundles, creating engaging campaigns, or simply spreading good cheer, make sure your brand is part of your customers’ happiest moments this Christmas.

Celebrate the Filipino spirit of giving by making every interaction warm and personal. After all, it’s these small, thoughtful touches that turn a simple purchase into a cherished holiday memory.