Anthropologie Launches Holiday Marketing Campaign

Anthropologie has officially launched its 2026 holiday campaign. 

The ‘On My Way’ campaign, the company has said, is designed to celebrate the moments that “bring us together” during the holiday season – such as hosting loved ones, festive nights out and holiday escapes. 

“The holidays are all about finding our way back to the people we love. Whether it's a long flight home, a late-night drive, or a quick ride across town, there's something special about the anticipation of seeing someone again,” says Jisoo Kang, Chief Creative Officer at Anthropologie. 

“This holiday season, Anthropologie celebrates that feeling with 'On My Way,' a campaign that captures the warmth, excitement and joy of coming together. 

“Through a heartfelt holiday brand film, we're reminded that no matter how far we travel, it's the people waiting for us who make every journey worthwhile.”

The ‘On my way’ campaign

Anthropologie’s holiday marketing campaign comes together through a series of initiatives and seasonal activations for the brand. 

This includes collaborations focused on holiday decorating, entertaining and gifting – in partnership with Suleika Jaouad, Jon Batiste, Molly Hatch, New York City Ballet and more. 

It also sees the brand partner with DoorDash in an effort to reduce friction for customers looking to shop at Anthropologie and position itself as a convenient way for customers to find last-minute gifts. 

The hero film, meanwhile, was shot around the world – featuring locations such as New York, Vienna and Mallorca – and focuses on the idea of connection during the holidays through a lens designed to be “joyful, unexpected, whimsical and distinctly only-at-Anthro”. 

“At Anthropologie, we see the holidays as an opportunity to create more than just a seasonal campaign – we want to create a world that customers want to step into,” says Barbra Sainsurin, Global Chief Marketing Officer of Anthropologie. 

“'On My Way' celebrates the anticipation of what's waiting when you arrive – the people you love, familiar traditions and the promise of time together.

“From the creative storytelling and partnerships to the experiences we bring to life in our stores, the campaign is designed to meet our customer throughout the holiday journey and inspire her to celebrate in a way that feels uniquely her own.”

Changes to holiday shopping

Anthropologie has launched its holiday campaign in an environment where customers are starting earlier than ever. 

According to research from Attentive, 46% of customers say that they begin their holiday shopping before November – going against expectations that holiday shopping begins with Black Friday – while some respondents say that they begin their shopping as early as the summer.

This creates more opportunities for brands to influence purchasing decisions through marketing that is timely and personalised to the consumer, with Attentive suggesting that brands should prioritise developing a deeper understanding of their customers and their preferences in order to most effectively time their marketing.

“Brands are used to treating Black Friday as the starting line for holiday marketing. This year, it will be the continuation of months of customer engagement,” says Jema Birkmeyer, Vice President of Strategic Sales at Attentive. “Consumers are discovering products, comparing options and deciding which brands they trust long before the holiday rush.”

Who are Anthropologie’s key partners?

• Stripe: Powers online and in-person retail payments across the Anthropologie group. 
• DoorDash: Provides delivery logistics, helping the brand with its seasonal holiday push. 
• Klarna: Offers buy now, pay later (BNPL) payment options for online shoppers. 
• Funnel: Used by the Anthropologie marketing analytics team to aggregate marketing data and automate reporting.