It’s November and once again TVs and screens are blaring with jingles and cheers. These Christmas adverts released by major UK retailers are almost as anticipated as the arrival of Santa Claus himself. While people await the gripping Christmas adverts all year, one should ask how effective are they, really? In a fiercely competitive business world retailers try to outdo their opposition when it comes to seasonal adverts and each year they get increasingly more extravagant. While retailers go to great lengths to create ads that capture the essence of the festive season, engage emotions and ultimately drive sales, it can be hard to deduce the actual impact they have on consumer behaviour. Looking at this year’s collection there are a huge variety of Christmas adverts that have been released featuring touching stories, catchy jingles and have a very impactful emotional appeal. Let’s dive into some of our favourites...
Boots “The Christmas Makeover” campaign, featuring Adjoa Andoh as Mrs Claus, displays a wonderful visual spectacle of elves preparing the beauty products for Christmas gifts. Boots manages to incorporate personal transformation along with the festive holiday spirit, with a touch of woman empowerment. The narrative in essence shows how Boots beauty products empower and uplift their consumers. This advert is a prime example of marketing that uses emotional appeals to drive sales. Boots self-empowerment message positions them as the go-to beauty and cosmetic retailer this Christmas.
The Tesco advert “Helping #FeedYourChristmasSpirit” is effective as it positions Tesco as the retailer that provides ease and convenience over the usually stressful and busy Christmas holiday period. Let’s face it, how often do we really go into a shop to buy our groceries? This is why Tesco uses this advert to show their online, door-to-door delivery service that offers practicality, affordability and ultimately feeds your Christmas spirit. It also highlights the nostalgia and emotional connection we have between food and memories which in turn likely gets consumers to purchase those spoils that are connected to memories.
Lidl’s “Magical Christmas” advert balances brand positioning, community involvement and heartwarming storytelling in a quest to promote generosity over the festive season. This advert does not promote a product but rather Lidl’s brand values by starting the Toy Bank campaign. This may not trigger immediate sales but instead builds a stronger, long-term relationship with consumers, positioning Lidl as a trustworthy, likeable, and generous brand.
Looking at these Christmas campaigns, it’s clear that the biggest brands are doing more than selling products - they’re building connections, evoking nostalgia, and reinforcing brand values. For smaller businesses, the lesson here is that you don’t need a huge budget to make an impact. Whether it’s sharing a heartwarming story, supporting a local cause, or showing how your product fits into seasonal traditions, there are simple ways to make your brand memorable this Christmas.
So, take a leaf from the big brands’ playbook: focus on creating a feel-good connection, highlight what makes your business special, and keep it authentic. Who knows, a little holiday spirit might just be the best gift you can give your brand.
