Poles love Christmas. But will they love your Christmas campaign? That depends on how well you know the local market. Here’s what every global brand should know about Polish traditions and festive advertising.
The Christmas calendar in Poland
Before you plan your Christmas campaign in Poland, make sure you know all the dates:
- 6 December (Mikołajki): Children often receive small gifts from St Nicholas (Święty Mikołaj).
- 24 December (Wigilia): Christmas Eve is the main family celebration. Poles gather for a traditional dinner and usually exchange presents. Since 2025, it’s also been a public holiday.
- 25-26 December: Two more public holidays, usually spent with family or visiting relatives.
- 6 January (Trzech Króli): Epiphany, also known as Three Kings’ Day, another public holiday. Christmas campaigns are usually over by then. Brands are already turning their attention to carnival.
But please, don’t rush with your Christmas ads. According to a 2025 survey by SW Research and LoveBrands Group, 64% of Poles think that many brands start their Christmas communication too early.
Agency tip:
You can start planning your Christmas PR activities and influencer partnerships in October. Polish media outlets need time to prepare Christmas stories, so aim to pitch your ideas in November. For social media campaigns, late November or early December is a sensible time to launch. Just because your campaign is ready in October doesn’t mean Poles want to see it yet.
How do Poles celebrate Christmas?
Christmas Eve is all about family in Poland. According to a 2025 survey by BIG InfoMonitor, 84% of Poles planned to spend it with their closest relatives.
Dinner traditionally begins when the first star appears. Before eating, families share opłatek, a thin Christmas wafer, and exchange wishes. Many also leave an extra place at the table for an unexpected guest. 97% of Poles shared opłatek with their families in 2023.
And of course, there’s the food. A traditional Polish Christmas Eve dinner is meat-free and often includes 12 dishes. According to Provident’s 2025 survey, 45.7% couldn’t imagine Christmas without beetroot soup with small mushroom dumplings. 39.3% said the same about pierogi.
Who brings the presents also varies by region. In Greater Poland, it’s traditionally Gwiazdor. In Lesser Poland, Aniołek, and in Upper Silesia, Dzieciątko (the Baby Jesus). Of course, the familiar image of Santa Claus is popular across Poland too.
Agency tip:
If your Christmas campaign shows a Polish family at dinner, check the food, decorations and traditions with someone local. A roast turkey on the Wigilia table is a pretty good sign that nobody checked the brief.
Is Christmas in Poland a religious holiday?
Polish Christmas has strong Christian roots. But not everyone celebrating it goes to church. According to a 2023 CBOS survey, 62% of Poles see Christmas mainly as a family holiday. Only 19% consider it primarily a religious celebration.
Religious traditions are still popular, though. In a 2024 survey by Panel Ariadna, 49% of Poles planned to listen to Christmas carols. 26% intended to attend pasterka, the traditional Christmas midnight Mass. Only 4% said they didn’t celebrate Christmas Eve at all.
Agency tip:
Don’t assume your Polish audience is either deeply religious or completely secular. Carols and nativity scenes are familiar even to many people who rarely attend church. But if you’re using religious symbols in your campaign, make sure your Polish team checks the context. They’re not just Christmas decorations.
What do Poles really think of Christmas advertising?
Poles don’t hate Christmas ads. But they’re not impressed by every perfect family gathered around a perfect tree. 66% think the world shown in Christmas TV adverts has little to do with reality (source: 2025 survey by SW Research and LoveBrands Group).
Their reactions are mixed:
- 41% feel bored watching Christmas ads.
- 31% find them irritating.
- 43% say they improve their mood.
So what do Poles actually want to see?
According to the same study, 39% appreciate a festive atmosphere, 35% family togetherness, 30% real-life situations and 29% – humour.
If you’re planning a big Christmas video campaign, especially for TV, expect some serious competition. Forget Coca-Cola. Allegro has been setting the bar for Christmas advertising in Poland for years.
Also, real Polish Christmas isn’t always relaxing. According to Provident’s 2025 survey, 37.7% of Poles find the big pre-Christmas clean stressful. Well… it’s not exactly the picture you see in festive commercials.
Agency tip:
Give Polish creators and influencers you work with room to show the Christmas their followers recognise. Think last-minute cleaning, making pierogi with mum or a kitchen that looks like a disaster zone. These moments can make great social media content. Your campaign can still be festive without pretending that everything is perfect.
How to do Christmas PR in Poland
Polish journalists don’t need another press release about your brand spreading Christmas magic. Trust us, they’ve seen enough of those.
Give them something interesting about Poles instead. You could commission a Christmas survey related to your industry. For example:
- Fintech: Do Poles still give cash as Christmas presents?
- HR: What do Polish employees really think of office Christmas parties?
- Technology: How do Poles stay in touch with relatives abroad at Christmas?
Agency tip:
Take care of your media relations. Polish journalists are busy in December. Send them a complete press release in Polish, with a good media pitch, interesting findings, survey methodology, expert quotes and images they can publish. Don’t make them chase you for basic information. They… probably won’t.
Christmas influencer campaigns in Poland
In Poland, Vlogmas is practically a Christmas tradition of its own. Creators such as Andziaks, Wersow and Ewa Makówka publish festive videos throughout December. Their audiences follow the preparations, decorations and family celebrations. Even Polish youth media cover the start of Vlogmas season.
Check last year’s Vlogmas videos before choosing a Polish influencer. Look at their Christmas content, audience reactions and previous brand partnerships. Then give them something worth filming. A local event, a Christmas installation or a project they can help create will give you much more to work with than a scripted festive greeting.
Agency tip:
A warm family campaign probably isn’t the best place for a controversial influencer. Play it safe. You can also work with micro-influencers. Also, remember that Polish UOKiK rules require paid collaborations, including barter deals, to be clearly labelled.
Frequently asked questions about Christmas campaigns in Poland
Can foreign brands use the same Christmas advert in Poland?
Sometimes. Poles know Western Christmas traditions from films, TV and social media. Presents on Christmas morning won’t confuse anyone. But your Polish clients may not identify with those scenes. If your campaign depends on local customs, check the concept before adding a Polish voice-over.
Are AI-generated Christmas ads a good idea in Poland?
Not really. A 2026 study commissioned by Tears of Joy found that 53% of Poles say their trust in a brand drops when an advert is labelled as AI-generated. Among 18-24-year-olds, that figure rises to 73%. This study covered advertising in general, not only Christmas campaigns.
Coca-Cola’s AI-generated festive advert faced criticism for its artificial look. Test AI-heavy videos with Polish viewers first. Saving on production won’t help if your brand loses its trust.
Is Christmas advertising more expensive in Poland?
Often, yes. According to Sotrender, Meta advertising costs in Poland typically reach their highest CPM levels in November and December. You’re competing with Black Friday campaigns and plenty of Christmas advertising.
Should Christmas campaigns in Poland be in Polish?
For a broad Polish audience, yes. English slogans can work, but jokes and cultural references often need more than direct translation. Use Polish subtitles and social media copy. For media coverage, send Polish journalists ready-to-use materials. Don’t make them translate your press release.
Planning a Christmas campaign in Poland? It’s not too late! Contact us – we know the Polish media, creators and audiences your brand needs to reach.