Urban Outfitters Launches Gen Z Holiday Campaign

Urban Outfitters is rolling out ‘All Together Now: More the Merrier’, an omnichannel marketing campaign focused on shared experiences and personal style for the holiday season.

Building on the retailer’s ‘All Together Now’ platform, the creative focuses on the social rituals of celebration – from outfit selection and preparation to spending time with friends.

“At Urban Outfitters, everything starts with understanding our customer,” says Shea Jensen, President of Urban Outfitters. 

“More the Merrier brings together the products, brands and experiences they love, with new ways to discover and make the holiday season even more memorable.”

Community insights and experiential activation

At the heart of the campaign is Urban Outfitters's understanding of how Gen Z lives, shops and celebrates. 

Insights from Urban Outfitters Insiders, the brand's community of more than 10,000 Gen Z shoppers, students and influencers, reveal that 85% of Gen Z shoppers self-gift during the holidays – purchasing an average of seven to eight items for themselves. 

Alongside ‘self-gifting’, more than three quarters (78%) of Gen Z prefer to shop with someone else – highlighting a focus on community and togetherness.

The campaign kicked off with an exclusive launch party in Los Angeles on 5 November, reuniting members of Urban Outfitters's community –  including Meet Me@Urban Outfitters Joshua Tree attendees, All Together Now commercial cast members and Game Day student ambassadors. 

The evening featured seasonal activations including white elephant, customisation stations and a surprise Urban Outfitters Live performance by Grammy-nominated artist DESTIN CONRAD. 

The party was brought to life in partnership with DoorDash, building on Urban Outfitters's strategy to position itself as a company that can support last-minute gift-giving through on-demand delivery.

Omnichannel distribution and merchandising

Outside of the Los Angeles launch party, the company is bringing this concept of a holiday house party to its digital channels and stores through doorbell-inspired creative, festive editorial imagery and specialised gift shops. 

Content from the campaign's editorial shoot will be seen across social and digital channels, while select video content featured on connected TV (CTV) platforms – including Hulu, Disney+, ESPN+ and Peacock.

The in-store and online Urban Outfitters Holiday Gift Shop also features a curated selection of exclusive collections and seasonal must-haves across apparel, footwear, beauty and home. 

Site destinations such as New Analogue Gifting, Scent Shop and Cozy Shop are designed to direct consumers to Urban Outfitters’s gift offering, and have been informed by Gen Z's evolving shopping habits and interests.

Alongside the campaign, Urban Outfitters is continuing its Giving Season initiative – a three month campaign that runs from November to January, and supports non-profit partners Altadena Girls, Active Minds, Creatives Want Change, Glisten, Rock to the Future and Asian Arts Initiative. 

Who are Urban Outfitters’s key partners? 

• Stripe: Stripe is the primary payments infrastructure for Urban Outfitters brands – including Urban Outfitters, Anthropologie and Free People. 
• Google Cloud: Urban Outfitters partnered with Google Cloud to modernise its digital infrastructure, enhance global shopping experiences and help the company integrate AI. 
• IBM: Supply chain operations at Urban Outfitters rely heavily on IBM Sterling, which acts as the central enterprise engine for global inventory and fulfilment.
• Klarna: Urban Outfitters partners with Klarna to offer shoppers more flexible buy-now-pay-later payment options.