Every December, founders and social media professionals face the same question: what do we say for our holiday message?
It should be simple, but it never feels simple. When we ask clients whether they prefer Merry Christmas, Happy Holidays or something else, the reaction is always the same. A moment of hesitation. A little panic. The fear of choosing wrong.
It makes sense. Social media can feel like a high-pressure space where one phrase can upset a pocket of your audience. People want to be thoughtful, inclusive and culturally aware, but they also don’t want to overthink every word they put out.
After working in this industry for more than a decade, here’s what we can confidently say.
We live in a country where people celebrate different holidays, at different times of the year, with different traditions. December is meaningful for many, but not for everyone. Christmas, Hanukkah and Yule fall in December. Eid and Diwali do not. Some people feel connected to the season, some don’t, and some simply want to move through it quietly.
This is why so many brands hesitate. They want to acknowledge the season without assuming it belongs to everyone.
And the simplest, most respectful way to do that is to say Happy Holidays. Not because it is trendy or neutral, but because it covers the full range of experiences without placing one tradition at the center.
Many clients tell us they want to say Merry Christmas because their audience identifies with it. If your brand, your values and your community are aligned with that language, then use it confidently. There is nothing wrong with it when it genuinely fits.
The issue isn’t the phrase itself. It’s the uncertainty behind it. When messaging comes from hesitation instead of intention, it shows.
If you want to acknowledge everyone without listing off every holiday on the calendar, try simple lines like:
“Wishing you a warm and restful season, however you’re celebrating.”
“Sending well wishes to you and yours this holiday season.”
These phrases feel human and grounded. They don’t assume anything, and they still create a sense of connection.
Holiday messaging is only one moment where inclusivity comes into play. Throughout the year, brands navigate cultural events, major news cycles and a political climate that often feels divided. Cancel culture makes many founders more anxious about “saying the wrong thing” than actually focusing on the intent behind their message.
At its core, inclusive communication is about awareness, not fear. It’s about respecting that your audience isn’t a single group with the same background or beliefs. When you keep that in mind, your messaging naturally becomes more grounded and thoughtful.
Here’s a simple way to decide:
If you’re unsure: Happy Holidays
If Christmas aligns with your audience: Merry Christmas
If you want to acknowledge everyone: focus on warmth over specifics
If you’re worried about backlash: don’t overthink it and stay respectful
Most people are not analyzing your holiday post. They aren’t deciding whether to support your business based on one line in their feed. They scroll past, register the sentiment and move on with their day.
The real goal of holiday messaging is to offer a moment of connection, not a perfect cultural statement.
When in doubt, keep it sincere, keep it simple and keep it aligned with who you are as a brand.
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