Creating the Unforgettable Holiday Activations and Experiences Clients Really Want

Experience over product every single day.

This week, I saw a notification on one of my social media accounts that made me pause: The luxury industry is experiencing its worst decline since The Great Recession. Not entirely surprising, but still... wow.

If your target market is Millennials and Gen Z, the same group that watched their parents weather the 2008 economic crisis, you have your work cut out for you. it’s much more difficult to get them to buy into the idea that possessions will make them happy. This crowd isn’t easily convinced that owning things equals happiness. Add in sky-high prices across industries (luxury included), and it’s no wonder they’re choking their purse strings.

As a member of Gen X and first college graduate from my family, I was raised to be exactly the opposite. Ownership was always the goal growing up for my generation. I get mad at Apple now whenever I see any one of my songs missing from my iTunes library.

Y’all pray for me. 🙏🏾

The Conundrum of Today's Consumer

Here’s the thing: Gen Z and Millennials don’t want what their parents wanted. My younger sibling is happy renting instead of buying a house. My son? He’s got a music subscription service and couldn’t care less about owning a curated library of songs.

At first, I didn’t get it. But now, I wonder if they’re not onto something.

Having just seen Netflix’s Buy Now: The Shopping Conspiracy, I can see how the constant acquisition of things can be detrimental over time. As consumers, our purchases need to be more conscious and intentional, prioritize quality over quantity and consider the long-term impact on our environment. And perhaps looking to younger age brackets to reassess and adjust our values as consumers will show the way to navigate these issues.

This generation values experiences over possessions. They’re not swayed by exclusivity. They want something more than a logo—they want ethics, value, and authenticity. Fast fashion? Sure, if it’s sustainable. A bargain? Yes, please. A sketchy brand history? Hard pass.

So, what’s a luxury brand to do this holiday season? Among other things, lean into experiences.

The Bright Side for Brands

Here’s the glimmer of hope: this group champions the idea that life’s greatest value isn’t what you own—it’s the stories, memories, and connections you create. And they actually will spend, if you check enough of the boxes they care about. This is where live event artists like me can step in to help brands not just survive, but thrive this holiday season.

Why Experiences Sell in 2024

This year, individuals and businesses have approached me for in-studio, personalized, one-of-a-kind gifts more than ever before (see the photos above). They’re looking for more than a product to give—they want something that feels special, thoughtful, and alive.

As someone who grew up in the "ownership is everything" era of Gen X, I get it. Back then, the goal was to have the thing. Now? It’s all about what the thing means. And honestly, as a live event calligrapher, I’m here for it.

How Live Event Artists Help Brands Thrive

1. Shareable Moments (a.k.a. Social Media Gold)

If social media has taught us anything, it’s that people LOVE sharing their experiences. A live artist personalizing products in real time? That’s an Instagram story, a TikTok trend, and a carousel post waiting to happen. It extends your reach to audiences you may never have reached otherwise. Plus, who doesn’t love a hashtag moment? (#LoveItMadeLive, anyone?)

2. Building Emotional Connections

Watching a skilled artist create a one-of-a-kind piece feels magical. It’s not just a transaction—it’s a memory. And shoppers? They’ll associate those endorphin-producing moments with your brand long after the holidays are over.

Emotional connections equals loyalty. Your brand suddenly becomes part of their story.

3. Sparking Impulse Purchases

Ever heard of FOMO? Seeing a crowd gather around an artist at work creates curiosity—and often, a sale or two. People want in on the experience, and they’ll make a purchase to have it for themselves. It’s sales 101. As a live event artist, at the start of every event, I always encourage FOMO by working on a tester. People come over to see what I do and choose to purchase. Other passersby stop to see the commotion…It works every time!

4. Helping You Stand Out

Let’s be real: the holiday market is LOUD. Shoppers are bombarded with choices. But a brand that offers a thoughtful, interactive experience? That stands out. Showing you care enough to hire a live artist for complimentary customizations at your activation elevates you above the noise.

Take a look at some snippets from my last holiday season with Dior. If you scroll to 00:26 you’ll see some of the rewards of hiring a live artist for your next event.

5. Solving the “What to Gift” Problem

When shoppers need something meaningful for their someone special, customization is the ultimate solution. A live artist doesn’t just create a gift—they create the gift. It’s thoughtful, unique, and instantly memorable.

What’s Next?

This holiday season, give your guests what they truly want: experience-driven gifts that feel personal, meaningful, and unforgettable (with a side of innovation and the most minimal harm with ethical practices, sustainability and fair labor 🙏🏾).

As a live event artist, I’d love to help you create activations that not only drive sales but leave your clients inspired and delighted. So, whether you’re hosting a VIP shopping night or looking for a custom in-store experience, let’s make it happen!

Let’s create moments that sparkle as bright as the holiday lights. Ready to get started? Reach out today!