The holiday season is one of the most influential periods in the marketplace. Stores fill with limited-time products, companies launch special campaigns, and consumers look for anything that feels cozy, festive, and worth sharing. While many brands ride the wave of increased spending, some use this time to deepen relationships, shape traditions, and experiment with new ideas.
Three of DECA’s corporate partners, Nestlé, Chick-fil-A, and Adobe, offer three distinct examples of how a company can present itself during the holidays and remain memorable long after the decorations are taken down.
Nestlé
For many families, the holidays don't truly feel official until the baking begins. Nestlé understands that better than almost anyone. The company capitalizes on this moment with seasonal items under its Toll House brand, including flavors such as peppermint-themed cookie dough and returning holiday classics. These products make it easier for families to create “homemade” treats while still relying on a trusted brand.
Nestlé also places a strong emphasis on gifting and sharing. Holiday tins, themed chocolates, and advent calendars transform regular products into something that feels more special and gift-ready. Items like festive KitKat collections or limited-time assortments in markets around the world tap into nostalgia while still giving consumers a reason to try something new.
Through these choices, Nestlé is not just selling ingredients or candy; it is also promoting a healthier lifestyle. The brand is positioning itself as part of family rituals, from baking nights in the kitchen to small treats left in stockings or exchanged between friends.
Chick-fil-A
Chick-fil-A takes a slightly different path, blending familiar comfort food with storytelling and tradition. Every year, guests wait for the return of the Peppermint Chip Milkshake and other holiday beverages. These seasonal items create a sense of “only now” urgency, encouraging people to stop by while they can.
The company also pushes deeper into the idea of togetherness. Holiday merchandise such as ornaments, apparel, or giftable sauce sets gives fans another way to show off their favorite brand. Through the Chick-fil-A app, the company offers short animated stories that highlight themes such as family, gratitude, and kindness during a busy season.
On the practical side, Chick-fil-A promotes its catering trays and warm items, such as Chicken Tortilla Soup, for holiday gatherings. That positioning makes the restaurant a go-to option for office parties, chapter events, or family gatherings.
All of this supports a clear goal: when people think about holiday comfort food, Chick-fil-A wants to be part of that picture.
Adobe
Adobe’s role in the holidays looks very different, but just as strategic. Instead of focusing on food or physical gifts, Adobe helps shape how companies understand and respond to online shopping behavior. Through Adobe Analytics, the company tracks and reports on holiday e-commerce trends, from total online sales to the frequency with which shoppers use mobile devices or Buy Now, Pay Later services.
These insights appear in widely shared forecasts and reports that retailers, marketers, and news outlets rely on throughout the season. That visibility keeps Adobe at the center of conversations about digital commerce, even for people who may not use its software directly.
At the same time, Adobe uses the holiday window to promote its own products through limited-time discounts on Creative Cloud subscriptions during Black Friday and Cyber Monday. Students, creators, and businesses often choose this moment to subscribe, upgrade, or expand their toolkits for the year ahead.
Adobe shows that a company does not need a seasonal flavor or a holiday-themed product line to have a strong presence during the holidays. Data, timing, and innovative promotions can be just as powerful.
These three corporate partners operate in very different spaces, yet they share a common approach. Each one pays attention to how people actually behave during the holidays. Nestlé leans into baking and sharing, Chick-fil-A leans into comfort and togetherness, and Adobe leans into digital behavior and planning for the future. Together, they offer a valuable perspective on how companies can utilize the holiday season not just to sell more, but to establish a lasting presence in people’s routines and memories.
