Chloe Bailey is spreading holiday cheer as Carter’s inaugural S’Auntie Claus, bringing festive joy to families with a special holiday gift guide.
The singer, who is an aunt to her 10-month-old nephew Halo, unveiled her role on November 14, sharing her favorite holiday picks for children from Carter's and more.
As Carter’s S’Auntie Claus, Bailey will offer a personal celebrity touch to the season, highlighting gift choices from Carter's, OshKosh B'gosh, Little Planet, and Skip Hop.
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In a press release, the actress and producer shared how amazing a milestone being an aunt is for her and how thrilled she is for the partnership:
“There’s nothing like witnessing the magic of the holiday season through a child’s eyes. I’m beyond excited to put on my S’Auntie Claus hat and team up with Carter’s to help all the wonderful aunts out there spoil their little ones.”
Bailey’s new role reflects a growing trend of influencer-driven partnerships in the retail space.
By combining her love for family with her public persona, Carter’s is tapping into an emotional connection with consumers, especially those looking for meaningful gifts for children during the holidays.
Chloe Bailey x Carter's Holiday Sweepstakes
To engage fans, Bailey is also launching the S’Auntie Claus Sweepstakes.
Starting on November 14, families can submit their children's letters to Bailey for a chance to win one of 10 $500 gift cards.
The contest ends on November 29, with winners to be announced on December 3.
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In addition to her work with Carter’s, Bailey’s previous partnerships include Victoria’s Secret and Pandora, showcasing her expanding influence in both music and retail.
Brands continue tapping into emotions in their holiday ads, creating memorable moments that connect with people during the season of giving.
In a recent campaign, John Lewis released "The Gifting Hour" in a heartwarming spot that shows the magic of giving.
