As marketers it is important to meet the needs of both the business and your customer. Never is that more important than around key holidays. It takes finesse and focus to deliver an experience to your customer that is genuine, impactful and helpful while still delivering against those bottom-line requirements of the organization. Holidays evoke emotion; it could be stress, excitement, sometimes even sadness which makes the approach to your messaging critical (Check out the World’s Toughest Job posted by American Greetings a few years back). So what should you consider, specifically, when messaging around these celebratory moments to engage with consumers? It starts with knowing your customer and the role you play in their holiday planning.