---
title: Christmas - Definition & Examples | RGM® Glossary
url: https://realgrowthmatters.com/glossary/christmas/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/glossary/christmas/
---

Growth Glossary — Definition

SHT CHRISTMAS

# Christmas

December 25 Christian holiday A working definition from the RGM marketing glossary.

December 25 Christian holiday

Term
:   Christmas

Field
:   Holidays

Category
:   Marketing

## Definition in plain terms

Start here.Christmas is a marketing concept. Fix what it covers before the team debates tactics, and the rest of the conversation gets easier.

December 25 Christian holiday

Christmas belongs to Marketing and refers to a marketing concept. A shared definition keeps the team aligned.

## How it works

One idea, plainly put.There is no single setting for Christmas. It bends to the audience, the channels, and the wider plan.

Christmas is not a switch you flip. It names a moving idea, and the way it plays out shifts with the setup. A lean team running one paid channel applies Christmas differently than a brand running ten. Use Christmas loosely and teams pull apart; pin it down and the math lines up.

The working rule is plain. Agree what Christmas covers first, then act on it. Skip that order and Christmas loses its shared meaning, and two teams end up measuring two different things. Hold that thought.

## The decisions it touches

Start here.Reach for Christmas when a real decision rides on it -- a budget, a metric, or a comparison. Otherwise it is reference.

Bring Christmas in when a live choice hangs on it. In marketing work, that usually means one of three moments. Away from a decision, Christmas is background, not a lever.

1. **Setting budget.** Christmas points to where the next dollar should go.
2. **Choosing a metric.** Christmas separates a causal read from a coincidence.
3. **Comparing options.** Christmas adjusts a compare so the gap is honest.

## An example with real numbers

Keep this in mind.Below, Christmas is put inside a Liquid Death setting -- real trade-offs, a clear baseline, and a figure to test it.

Take Liquid Death. During a brand-voice overhaul, the team made Christmas the deciding input, not an afterthought. They set a baseline first, agreed one definition of Christmas, and only then read the result: earned-media value tripled year over year. The number matters less than the order.

Example walk-through for Christmas -- figures illustrative, RGM analysis

| Stage | Action | The reason |
| Baseline | Took a before reading on Christmas. | A fixed point of truth. |
| Define | Agreed a single definition of Christmas. | Two people, one meaning. |
| Act | A brand-voice overhaul — one variable. | Cause and effect, isolated. |
| Result | Earned-media value tripled year over year | A call backed by the read. |

Treat the Christmas figures as illustrative, labeled RGM analysis. Reuse the sequence, not the digits.

## Failure modes to watch

Pick one definition.Teams slip on Christmas in four familiar ways. Each makes a soft assumption look like a precise number.

- **No segments.** Treating Christmas as one number for all. Break it out before you trust it.
- **No anchor.** Quoting Christmas without a starting point. Always pair it with a baseline.
- **Chasing the word.** Optimizing Christmas for its own sake. Check it tracks a real outcome.
- **Raw benchmarks.** Stacking Christmas against rivals blind. Normalize for margin, pricing, and sales cycle.

## Common questions

How is Christmas defined?

December 25 Christian holiday Settle what Christmas covers first; the strategy follows from there.

Why does Christmas matter?

Christmas earns its place when it shapes a real decision. The leverage is in correct use, not in the word itself.

How is Christmas used in practice?

Christmas supports a real choice: where money goes, what gets measured, which option wins. The Liquid Death case traces it.

Where do teams slip up on Christmas?

Treating Christmas as one blanket rule and reporting it with no baseline. Both hide a soft assumption.

How is Christmas defined?
:   December 25 Christian holiday Settle what Christmas covers first; the strategy follows from there.

Why does Christmas matter?
:   Christmas earns its place when it shapes a real decision. The leverage is in correct use, not in the word itself.

How is Christmas used in practice?
:   Christmas supports a real choice: where money goes, what gets measured, which option wins. The Liquid Death case traces it.

### Related guides

### Related terms