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Writer's pictureMaría Palomares Tarí

LOCALIZING HOLIDAY CONTENT: LESSONS FROM THANKSGIVING FOR A GLOBAL AUDIENCE






As Thanksgiving approaches in the United States, many companies take the opportunity to reach out to their audiences with holiday-themed content. However, for international brands, creating holiday content that resonates with a global audience requires careful localization. Thanksgiving is widely celebrated in the U.S. but may not have the same cultural relevance—or even a direct equivalent—in other countries. This creates a unique challenge: how can brands respectfully tailor holiday content to connect with a diverse, multicultural audience?


Why Localizing Holiday Content Matters?


Holidays are often tied to specific historical events or cultural traditions, so what works for one audience may feel disconnected or even confusing to another. Thanksgiving, for example, evokes themes of gratitude, family, and harvest in the U.S., but similar holidays in other cultures might look very different. Localization ensures that your holiday messaging maintains its intended meaning, celebrates diverse perspectives, and avoids misunderstandings.


Adaptation in Localization: Going Beyond Translation


Localization goes beyond translating words—it means reimagining content so it feels relevant in a new cultural context. For example, brands might focus on universal themes like gratitude, community, and giving back rather than simply translating a Thanksgiving message for an international audience. These themes resonate widely and allow brands to engage audiences in ways that feel authentic to their cultural backgrounds.


Examples of Global Adaptation of Holidays


In Japan, “Labor Thanksgiving Day” is celebrated on November 23, focusing on giving thanks for labor and production, while Germany has Erntedankfest, a harvest festival with religious roots. Instead of adapting American Thanksgiving messaging directly, companies might craft messages that celebrate gratitude and give back, appealing to audiences with similar, culturally specific values.


Making Your Brand’s Holiday Messaging Meaningful


As you plan your global holiday content, consider how localization can help you share universal values without losing cultural context. Understanding and respecting local customs can help your brand build stronger, more authentic connections with international audiences.


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