Anthropologie is selling the anticipation of coming home this holiday season.
Launched October 19, the lifestyle retailer just dropped its new campaign "On My Way."
It opens with a mini film set in an airport arrivals hall, drawing on the emotional pull of reuniting with people we have missed.
The creative premise connects Anthropologie's seasonal assortment with the trips, gatherings, and quiet moments that fill the weeks around Christmas.
"The holidays are all about finding our way back to the people we love," said Jisoo Kang, chief creative officer at Anthropologie.
"Whether it's a long flight home, a late-night drive, or a quick ride across town, there's something special about the anticipation of seeing someone again."
Shot in Shelter Island, New York, Vienna, and Mallorca, the campaign spans fashion, home, gifting, and entertaining.
Scenes of cozy gatherings, festive nights out, staycations, and warm-weather escapes grace the hero film to picture what the brand believes the holiday spirit is all about.
The retailer has organized its seasonal imagery into four scenarios, giving shoppers different reasons to explore its assortment throughout the holidays.
Four Scenes for Holiday Shopping
Each scenario gives different parts of Anthropologie's assortment their own settings.
"Come On In" focuses on Christmas at home, including homeware and hosting essentials.
"Meet Me There" showcases partywear, while "Stay A While" features intimates and pajamas.
Lastly, "Wish You Were Here" covers resort dressing for customers planning warm-weather holiday trips.
The campaign runs across Anthropologie's owned and paid channels, with Instagram and TikTok supporting seasonal styling, gifting inspiration, home content, and creator-led storytelling.
Its own Substack also forms part of the wider channel mix.
On October 23, the retailer will launch "Between Us Girls," a five-part social series featuring creator Coco Schiffer that adds another way to present the brand's products this season.
Anthropologie will also push the campaign with a roster of collaborations.
Its holiday home lineup includes Suleika Jaouad and Jon Batiste, New York City Ballet, Susan Alexandra, Molly Hatch, and nonalcoholic drinks brand Ghia.
Lastly, the retailer also made last-minute holiday shopping easier through a DoorDash partnership it announced September 30.
The service lets U.S. customers order available Anthropologie products across categories including apparel, home, gifting, beauty, and accessories for delivery.
In stores, complimentary styling and concierge services, alongside holiday styling parties and events in November and December, offer shoppers personalized help with outfits and gifts.
Notably, Anthropologie says its five-star stylists will help customers prepare for celebrations and find thoughtful presents.
Together, these connect the campaign's emotional premise to the real-life decisions customers need to make before a gathering.
Anthropologie's Holiday Sales Opportunity
Anthropologie timed its launch at a crucial time.
The National Retail Federation forecasts U.S. holiday retail sales will reach $1.013 trillion in November and December 2026, up 4.2% year over year.
Additionally, Adobe projects online spending will rise 6.7% to $275.1 billion, with apparel discounts peaking at 23%.
And while the timing aligns with the numbers, the retailer also has a commercial challenge to solve.
Its campaign spans several product categories, and each category competes for attention during a season when shoppers are watching their budgets.
Adobe's 2026 holiday forecast expects apparel discounts to reach 23% off listed prices, while online apparel spending is projected to grow 4.7% to $51.3 billion.
This puts pressure on retailers to give shoppers reasons to choose their products beyond price.
- Give every product category its own unique occasion: Anthropologie assigns its merchandise to specific holiday scenarios, helping customers picture when and why they might need each item.
- Make collaborations commercially relevant: Partnerships can give shoppers a fresh reason to explore a category, especially when the products connect naturally to entertaining or gifting.
- Plan for purchases after the inspiration hits: DoorDash and in-store styling services address the practical steps between discovering a product and getting ready for an event.
A holiday campaign has more room to sell when the brand understands what customers are preparing for throughout the season, from the first invitation to the trip home.
Our Take: Can Anthropologie Own More Than the Holiday Outfit?
We tend to remember holidays through their small details, like the coat someone wore at the airport or the mug waiting on the kitchen counter the next morning.
These memories give Anthropologie an opening to sell across the whole occasion, including the parts that happen before and after the party.
The interesting test is whether customers begin to associate the brand with preparation.
An emotional connection can bring a shopper back across several categories, but only if the products deliver on the promise.
The campaign's real commercial value will show up in repeat visits and the shopping baskets, not simply in how many people watch the film.
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