Hallmark Holidays in Social Media Marketing: Are They Worth It

The Hallmark Holiday Overload

Every time a new holiday pops up, social media marketers scramble to craft the perfect post. National Ice Cream Day? Post a photo of a sundae. International Cat Day? Find a stock image of a kitten. The list goes on—Friendship Day, Sibling Day, National Coffee Day—it’s endless.

These “Hallmark holidays” (a term often used to describe commercialized, made-up celebrations) flood the marketing space. Brands feel pressured to acknowledge every single one, hoping to boost engagement. But here’s the hot take: You don’t need to post for all of them. In fact, you shouldn’t.

Why Skipping Some Holidays Is the Smarter Move

1. Diluted Brand Messaging

If you’re constantly jumping on every trending holiday, your brand’s voice gets lost. Instead of reinforcing your business’s identity, you become just another page posting for the sake of engagement.

2. Forced and Inauthentic Content

Nothing screams “we just wanted to post something” more than a shoe brand celebrating National Pancake Day. If a holiday has nothing to do with your business, your audience will see right through the attempt to stay relevant.

3. Social Media Fatigue

Consumers are bombarded with these posts daily. If every brand is posting about National Pet Day, your content is just another drop in the ocean. Why waste effort on something that won’t stand out?

When Should You Participate?

Here’s the exception: If the holiday aligns with your brand, go for it. A coffee shop posting about National Coffee Day? Absolutely. A bookstore acknowledging National Book Lovers Day? That makes sense. A real estate company posting about National Hot Dog Day? Hard pass.

How to Decide: A Simple Rule

Ask yourself:

• Does this holiday directly relate to what we offer?
• Can we create content that feels natural, not forced?
• Will this holiday post add value to our audience?

If the answer is no, skip it. Your brand’s credibility is more valuable than squeezing into a conversation where you don’t belong.

The Bottom Line

Not every holiday deserves a post. Your social media strategy should be intentional, not reactionary. Instead of hopping on every trend, focus on the ones that truly connect with your brand and audience.

Hallmark holidays can be fun, but they shouldn’t dictate your marketing. Choose wisely, post purposefully, and let your brand’s message shine on its own.