Presidents’ Day marketing: A smart strategy or risky move?

Brands love leveraging holidays for promotions. Presidents’ Day, however, presents unique challenges, especially in today’s politically charged climate. How should brands approach their Presidents’ Day messaging in 2025?

At Axia Public Relations, we advise companies on corporation communication, reputation management, and crisis communication. Here’s our take on how brands can navigate Presidents’ Day marketing without alienating customers.

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Why brands are rethinking Presidents’ Day messaging

Many brands seek revenue spikes from Presidents’ Day promotions but are treading cautiously.

The harsh reality:

• Half of consumers don’t want brands taking political stances.
• The other half only wants you to take their side.
• No matter what a brand does, it risks alienating at least half the marketplace.

While Presidents’ Day traditionally honors past presidents, people have increasingly viewed it through a current political lens. This shift forces brands to consider whether engaging in the holiday is worth the risk.

For brands with strong political ties, taking a stance might be strategic. But for most companies, injecting politics into marketing erodes trust more than it builds it.

How brands should reframe Presidents’ Day messaging

Instead of playing into political noise, brands should shift their focus to:

• Leadership and service – Avoid politicians and partisanship; emphasize qualities like leadership and perseverance.
• American history and innovation – Highlight democracy, freedom, and entrepreneurship while aligning with your product or mission.
• Customer appreciation – Turn the focus outward: Engage, reward, and celebrate your customers.

Bold take: If politics isn’t already core to your brand identity, leaning into political narratives is more risk than reward.

Will Presidents’ Day messaging resonate in 2025?

Consumers are skeptical of marketing gimmicks, especially when brands leverage politically themed holidays.

A no-win situation:

• Say nothing → Critics accuse you of staying silent on important issues.
• Say something vague → You get mocked for being corporate and inauthentic.
• Take a stance → You alienate half the market.

Consumers see through empty patriotism and virtue signaling. Instead of generic messaging, brands should focus on value-driven engagement, whether through thoughtful storytelling, meaningful promotions, or interactive campaigns.

Bold take: If your message isn’t authentic, relevant, or valuable, it’s better to say nothing at all.

How smart brands approach Presidents’ Day promotions

Most brands take one of these approaches:

• A flag emoji
• A generic sale
• A message about honoring presidential leadership

That won’t work in 2025. Here’s how savvy brands will approach it:

For Gen Z and Millennial audiences

• Skip the “historic” messaging — Younger audiences care more about experiences than tradition.
• Gamify engagement — Use interactive polls, user-generated content, and engagement-driven campaigns.

For legacy retailers (furniture, automotive, apparel, etc.)

• Tie promotions into a narrative — Example: “America’s boldest innovators” featuring business leaders who shaped industries.
• Make it personal — Tell customer success stories instead of using generic Presidents’ Day messaging.

For luxury and premium brands

• Ignore the holiday altogether.
• High-net-worth customers don’t look for holiday discounts, and patriotic themes may feel off-brand.

Bold take: Presidents’ Day marketing needs more creativity — and less cliché.

Final thoughts: The smartest move for brands

The safest strategy? Authenticity, creativity, and customer focus.

Rather than forcing a Presidents’ Day message, align marketing with your audience’s values. If your brand identity naturally connects with themes of leadership, service, and American innovation, lean into that. If not, a forced campaign could do more harm than good.

✅ Be intentional.

✅ Be relevant.

✅ Be authentic.

For more tips like these, register for Axia’s free 60-Second Impact, packed with tips and tools on how to use PR to promote and grow your company.

Photo by Quintin Gellar