Michele Majidi
Researcher
Christmas advertising in the United Kingdom - statistics & facts
Christmas in the United Kingdom is not just a holiday: it has birthed a cultural phenomenon that sees advertising campaigns do their best to outdo each other in winning over the hearts and wallets of consumers. The advent of Christmas ads on television and social media has been likened to the UK's annual 'Super Bowl moment,' becoming an integral part of the country's festive traditions, like minced pies and the King's Christmas message. Over the past decade and a half, this landscape has shifted from the occasional extravagant production to commercials characterized by substantial production budgets and a strong emphasis on emotional storytelling.
To get their hands on a slice of the lucrative Christmas pie, brands have increasingly been going all in with the production of festive commercials. Since debuting in 2007, the Christmas ads of high-end retail giant John Lewis have become emblematic of the nation's holiday advertising spectacle. The songs incorporated in these ads are typically cover versions, often experiencing a surge to the upper echelon of the UK Singles Chart shortly after being aired on TV. One brand under the John Lewis Partnership, retailer Waitrose & Partners, had the most popular Christmas ad on YouTube in 2024, with 9.4 million views on the platform. Another top player in the Christmas ad game is German supermarket giant Aldi. Since its first appearance in a 2016 ad, its "Kevin the Carrot" mascot has become a household name nationwide, with hundreds of shoppers reportedly lining up outside stores to get their hands on its merchandising. Such is Kevin’s popularity that Aldi ads managed to secure both first and third place for the most viewed holiday supermarket ads on YouTube in the past five years. The average debut date of the country's Christmas ads is moving back by a few days every year, with some top players now unveiling their tinsel-covered commercials during Halloween weekend – a trend that goes hand in hand with the one-half of Britons starting their gift shopping before December.
The increasing dominance of social media and online advertising is sure to impact the Christmas advertising arena, with more and more consumers seeing the ads on social networks instead of on TV. Changes in viewing habits and economic ups and downs notwithstanding, UK advertisers are sure to know that investing in equally memorable and heartwarming ads can do wonders for their industry standing.
Christmas ad spending: breaking all records
Advertisers were expected to spend a record-breaking 10.5 billion British pounds during the Christmas season of 2024, marking a nearly eight percent increase from the previous year's record-setting value of nine billion. For comparison, the total ad spend in 2023 amounted to 36.6 billion pounds. Given the rise in ad spending during the fourth quarter of each year, it is no surprise that the Yuletide season plays a vital role in the annual planning strategies of UK advertisers.To get their hands on a slice of the lucrative Christmas pie, brands have increasingly been going all in with the production of festive commercials. Since debuting in 2007, the Christmas ads of high-end retail giant John Lewis have become emblematic of the nation's holiday advertising spectacle. The songs incorporated in these ads are typically cover versions, often experiencing a surge to the upper echelon of the UK Singles Chart shortly after being aired on TV. One brand under the John Lewis Partnership, retailer Waitrose & Partners, had the most popular Christmas ad on YouTube in 2024, with 9.4 million views on the platform. Another top player in the Christmas ad game is German supermarket giant Aldi. Since its first appearance in a 2016 ad, its "Kevin the Carrot" mascot has become a household name nationwide, with hundreds of shoppers reportedly lining up outside stores to get their hands on its merchandising. Such is Kevin’s popularity that Aldi ads managed to secure both first and third place for the most viewed holiday supermarket ads on YouTube in the past five years. The average debut date of the country's Christmas ads is moving back by a few days every year, with some top players now unveiling their tinsel-covered commercials during Halloween weekend – a trend that goes hand in hand with the one-half of Britons starting their gift shopping before December.
Consumers: pining for better times amid economic uncertainties
Amid a rising cost of living that sees many decrease their spending on Christmas, and with many being worried over the price of the festivities, the season's ads are seen as a powerful medium to provide some much-needed holiday cheer. Almost half of UK consumers wanted Christmas ads to remind them of better times, while one out of five said they wanted them to be value-focused. Britons also wanted holiday ads to be relatable, with more than half of them agreeing that TK Maxx's 2024 'Festive Farm' commercial was for people “like them.” When it came to brand recognition, M&S Food beat all competition, followed by Aldi.The increasing dominance of social media and online advertising is sure to impact the Christmas advertising arena, with more and more consumers seeing the ads on social networks instead of on TV. Changes in viewing habits and economic ups and downs notwithstanding, UK advertisers are sure to know that investing in equally memorable and heartwarming ads can do wonders for their industry standing.
