Snow is the weather pattern that prompts the most ambivalence: we appreciate it in limited amounts if it doesn’t turn into a blizzard or avalanche. Yet, in recent years, long-range forecasts predicting less snow in the future have fueled ‘snowstalgia’. Now more media outlets and brands (not just ski resorts) are celebrating snow before it becomes a distant memory.

This affinity for snow isn’t surprising: the public responds positively to many snow-related expressions and experiences such as snowflake, snow cone, snow globe, snowman and snow days. Even the phrase “snow job” conveys more positive imagery than some other options.

Snow is especially prominent in seasonal promo efforts this year. Below are five unique examples of brands across industries using snow to sell themselves to the public:

Saks Fifth Avenue: the New York department store is featuring 150 snow globes in one of its holiday windows (top left). A Saks executive told The New York Times that the display has been one of the store’s most popular, attracting large crowds of tourists snapping photos. (The fact that snow globes are also luxury collectibles complements the brand nicely.)

Hudson Hotel’s Hudson Lodge: this winter brings a tent to the terrace of this trendy New York bar; every evening at 8PM, its snow machine blasts artificial snow. For urban party-goers enjoying the rustic après-ski decor, the concept of ‘chilling out’ has taken on new meaning.

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