The Christmas season represents an opportunity for thousands of small businesses and shops. And we must not forget that connecting with different audiences, diversifying offerings, and leaning into emotion can make a difference. LEGO‘s strategy for this Christmas offers some keys that SMBs can adapt to their own businesses.
The Christmas season is one of the most important shopping periods of the year, especially for sectors like retail, toys, fashion, home decor, or electronics. However, grabbing consumers’ attention doesn’t depend solely on offering attractive discounts. The ability to identify trends, understand customers’ preferences, and present products that connect with their interests is increasingly important.
LEGO presents its Christmas campaign with 470 new items
Large brands have been preparing their campaigns for months and some of their strategies can inspire small businesses. LEGO is approaching Christmas 2026 with 470 new items, a 13% increase over the previous year, and a catalog that exceeds 900 references. A commitment to diversification, segmentation, and emotional marketing from which five lessons can be drawn for any business.
1. Diversify the offering to reach new customers
One of the keys to LEGO’s strategy is steadily expanding its audience. Although traditionally associated with children’s entertainment, the company has developed collections aimed at teenagers and adults, with lines related to art, architecture, nature, or motors.
For a SMB, diversification doesn’t necessarily mean substantially expanding the catalog, but identifying opportunities to reach new consumer profiles.
A home decor store, for example, can incorporate items designed for corporate gifts, while a shop specialized in children’s products could develop proposals for entire families. The key is to broaden sales possibilities without losing the business’s identity or compromising profitability.
2. Leverage trends to generate business opportunities
The soccer, video games, Formula 1, or major film franchises are among the universes LEGO has integrated into its catalog. Among its 2026 launches are products related to the FIFA World Cup and internationally recognizable characters.
This strategy demonstrates the importance of connecting the product offering with consumers’ cultural interests.
Small businesses can also seize sporting events, local celebrations, trends on social media, or cultural phenomena to develop thematic promotions and campaigns. It’s not about chasing every fad, but about identifying those that genuinely fit their audience and can generate new sales opportunities.
3. Segment campaigns instead of targeting everyone
Another takeaway from LEGO is that not all consumers look for the same thing. While some customers value educational products, others are interested in collectibles, creativity, or shared experiences.
For SMBs, this segmentation can translate into more effective campaigns. An e-commerce store can tailor recommendations according to buyers’ interests, while a physical store can organize its window displays and promotions around different profiles. Even a small customer database, properly managed, can help design more relevant communications and improve conversion chances.
4. Sell experiences and emotions, not only products
The LEGO Christmas campaign also focuses on shared time and creativity. According to data shared by the company, 84% of parents would like to play more as a family, and nine out of ten believe that play improves communication with their children.
This emotional dimension can translate to many sectors. A bookstore can present its products as opportunities to share read-aloud moments; a culinary shop can offer family-friendly experiences; and a small crafts retailer can highlight the personal value of gifts.
During Christmas, the perceived value of a product is not determined solely by its price but also by the experience it represents for the recipient.
5. Plan the campaign in advance and curate the catalog
The launch of hundreds of SKUs and their presentation before the holiday campaign underscores the importance of commercial planning. For a SMB, getting ahead means analyzing sales from previous periods, selecting high-potential products, negotiating with suppliers, and preparing communications.
It’s also essential to avoid an excessive buildup of inventory. Compared with a multinational, small businesses should prioritize a balanced product selection, aligned with budget and anticipated demand.
In short, although LEGO’s scale is far from that of a typical SMB, some of its business decisions align with principles applicable to companies of any size: knowing the customer, differentiating from the competition, and offering value-driven propositions.
The next Christmas campaign will be another opportunity to put these strategies into practice and demonstrate that creativity and customer understanding can be as important as having a large marketing budget.
