Should you be? No.
Could you, with a thought out plan? Sure.
In general when you mention a holiday, it’s sort of saying to people: “hey, we’re a company, but we want to show good will. We’re people too.” …. so, it’s tacky for a company to use the concept of an upcoming holiday to spam.
Talking about the holiday, in relation to the company is good. Talking about the company, because it’s a holiday, is not good.
This is all just my personal marketing gut feeling as a marketer and as someone who intakes holiday marketing.