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2015 Holiday Marketing Efforts from the Top-20 U.S. Banks

The end of the year provides a unique challenge to banks. Customers are busy buying gifts, finishing year-end projects at work, and preparing for holiday travel, meal prep and/or extended family time. There isn’t an abundance of deep thought about long-term financial plans, other than how to pay down inflated December credit card bills.

For banks it’s a good time to run a few simple messages:

  1. Thank customers for a great year
  2. Wish them happy holidays and/or a wonderful new year
  3. Help customers deal with holiday overspending and planing for the new year
  4. Provide last-minute gift assistance via prepaid MasterCard/Visa cards
  5. Detail holiday branch hours & service options (extra credit for a plug for online/mobile banking)

This is not a tall order, yet only 9 of the 2o largest banks managed to do even one of those five during the week leading up to Christmas. While that may not seem like a great performance, it was more than double the measly four last year. And it’s back in-line with historical norms of 9 banks 2013, 8 in 2012, and 10 in 2011. It looks like 2014 was an anomaly.

Congrats to PNC Bank, which once again, proved it was the holiday champ thanks to its long-running 12 Days of Christmas Index, earning a full five bulbs on our 1 to 5 lightbulb scale. Runner-up Key Bank moved up to an impressive 4-bulb performance with four holiday promos. And we had three 3-bulbers (Fifth Third, BMO Harris, Union Bank) who posted impressive holiday graphics.

The scrooge list: Top-20 banks with no holiday promotions or graphics on 23 Dec 2015:
Bank of America, Bank of the West (BNP Paribas), BB&T, Capital One & Capital One 360 (formerly ING Direct), Chase (note 2), Citizens (RBS), HSBC, SunTrust, US Bank, Wells Fargo, Zions Bank.

Following is a quick overview of the promotions, including a 1- to 5-bulb rating.

Previous year-end holiday posts: 20142013, 2012, 2011 (big banks), 2011(CUs/community banks), 2009 part 1, 2009 part 2, 2007, 2006, 20062004.


Large U.S. Banks in the Holiday Spirit

PNC Bank

Score: imageimageimageimageimage

Homepage (23 Dec 2015):

PNC Christmas Price Index page:



Key Bank

  • Checking account promo with holiday imagery (1 of 3 rotating promos)
  • Security tips related to holiday spending (2 of 3 rotating promos)
  • Rewards promo with holiday image (lower left on homepage)
  • Credit card promo with holiday copy (lower right on homepage)

Score: imageimageimageimage

Homepage promo #1 (23 Dec 2015):

Homepage promo #2:



Fifth Third Bank

  • Page-dominating “well wishes”

Score: imageimageimage

Homepage (23 Dec 2015):



 BMO Harris

  • Community service announcing a Milwaukee holiday display (#2 of 3 rotating promos)
  • Security message related to holidays and its new chip card (#3 of 3 rotating promos)

Score: imageimageimage

Homepage  promo #1 (23 Dec 2015):


Homepage promo #2:



Union Bank

  • Rose Bowl parade float (#1 of 4 promos)
  • Billpay offer with charity tie-in (#2 of 4 promos)

Score: imageimageimage

Homepage promo #1 (23 Dec 2015):unionbank_holiday2015
Homepage promo #2:unionbank_holiday2015_2



  • Gift card promo integrated into main image (promo 2 of 3 rotating)

Score: imageimageimage (2.5)

Homepage (23 Dec 2015):



Regions Bank

  • Loan discount with holiday copy (well below the fold)

Score: imageimage

Homepage with loan offer (23 Dec 2015):

Landing page for loan offer:



TD Bank

  • Checking account promo with holiday imagery and Samsung giveaway (main promo)

Score: imageimage

Homepage with checking promo (23 Dec 2015):




  • Year-end home equity promo with winter imagery

Score: image




1. Observations taken between 7 AM and 8 AM Eastern Time on Wed, 23 Dec 2015, from a Florida IP address, running Mac Chrome browser with cookies cleared.
2. Chase is running a series of newish articles/posts below the fold. One covered holiday budgeting. But it wasn’t prominent enough to move them off the scrooge list.
3. Animation from