The countdown to Christmas has officially begun, so it’s almost time for the 2025 Christmas advert season. Before we’ve finished our leftover Halloween sweets, Britain’s biggest retailers prepare to unwrap the stories, stars, and soundtracks that will define this year’s festive campaign line-up.
While most festive magic is still under wraps, a few teasers are already making headlines. Asda has confirmed that The Grinch will headline its Christmas campaign, the first festive outing from new agency Lucky Generals. Sainsbury’s will again bring back the beloved Roald Dahl BFG character with a helping hand from New Commercial Arts. Meanwhile, M&S has gone star-studded: “White Lotus” and “Sex Education” actor Aimee Lou Wood is front and centre, wrapped in wintery chic on a snow-covered street turned full-on Winter Wonderland.
It’s the most wonderful (and competitive) time of the year for marketers, with each brand vying for the nation’s festive affection and shopping list. So before the jingles start and the tears roll, we asked the nation how they feel about brands dropping their Christmas ads as early as October, what they expect from this year’s supermarket ads, what they want more of, what they’re over, and what makes a festive campaign stand out.
How Brits feel about early Christmas advertising
Before the supermarket Christmas ads even reach our living rooms, some brands are already rolling out their festive campaigns, but early exposure isn’t winning everyone over. Our insights reveal mixed feelings towards early Christmas advertising, especially regarding timing and platform choice.
Sentiment towards (very) early Christmas ads
Take Freemans, for example. They’ve officially started Christmas with a glitzy new ad starring Sophie Ellis-Bextor. And it’s only October! They’ve gone all-in early doors, launching their first-ever online-only festive campaign across YouTube, Instagram, and their own website. No TV this time.
But not everyone’s ready to deck the halls just yet:
-
31% find early Christmas ads in October annoying and pushy.
-
Nearly 30% say it’s too soon and want to enjoy autumn first.
Digital vs. traditional media preferences
Freemans’ early digital-first campaign skips TV altogether, a perfect example of how brands are testing new ways to reach shoppers. By focusing entirely on YouTube, Instagram, and their own website, Freemans is betting that festive engagement can be built online through targeted, scroll-stopping creative rather than big-budget TV moments.
But while digital is undeniably growing, our data shows the nation isn’t quite ready to give up its Christmas traditions… or TV.
-
24% agree digital is the future of Christmas advertising, showing growing acceptance of online-first campaigns.
-
However, over half (54%) still believe TV holds substantial value, suggesting that the classic moment of watching a Christmas ad on the telly remains an emotional touchpoint for many.
-
The remaining audience is split. Some appreciate the convenience and personalisation of digital, while others feel festive ads lose their magic when they appear on smaller screens.
Emotional impact of early advertising
Christmas campaigns are designed to spark joy, but the magic can fizzle when they arrive too soon. Our data shows that for many Brits, early festive ads stir more sighs than smiles.
-
-
Only 21% say early ads make them feel festive, suggesting that the sparkle of surprise is lost when brands start too early.
-
40% have mixed feelings. They might enjoy the creative or the music, but it doesn’t yet “feel like Christmas.” This group often views early ads as background noise rather than something to get excited about.
-
Nearly 40% say early Christmas marketing makes them feel mildly to strongly stressed, reflecting how quickly the season’s joy can tip into pressure from financial worries to a sense of being rushed into holiday mode.
-
How Brits are feeling about Christmas adverts in general this year
Before the Christmas ad campaigns hit our screens, we asked the UK how excited they are, and the results show that while the sparkle is still there, it’s possibly shining quite as brightly as it used to.
- Just over a quarter of Brits (28%) say they “can’t wait – bring on the festive magic”, proving there’s still an appetite for the big reveal of Christmas advertising in 2025.
- A slightly larger share (31%) are curious but not overly excited.
- 26 % view them as just another set of ads, and 15 % admit they actively avoid them altogether.
How much these campaigns add to the festive feeling:
- 1 in 4 say Christmas wouldn’t feel the same without them, while 1 in 3 think it might feel less festive.
- 8 % say they could do without the adverts entirely, and 14 % admit they’ve never really thought about their impact.
Do supermarket Christmas adverts actually boost Christmas spirit?
- For 23 %, yes. But for most, it depends. 36 % say it all comes down to the creative quality, 15 % enjoy the ads without feeling more festive, and~26 % say the ads make no difference.
💡 The audience is still tuned in, but tolerance for an average execution is low. The path to standout lies in creative quality, emotional resonance and brand authenticity, not just seasonal theatrics.
What makes a standout supermarket Christmas advert?
Every year at OnePulse, we track how consumers react as the latest Christmas ads hit our screens. This year, we’re diving deeper, exploring how Brits respond to the supermarket Christmas ads of 2025. From Aldi (and a possible return of the beloved Kevin) to Asda’s already confirmed Grinch appearance and everything in between, we’ll capture the nation’s festive reactions in real time.
But before the jingles drop, we wanted to uncover what the public wants from supermarket Christmas adverts this year.
The types of Christmas advert formats Brits prefer
- Nostalgic & magical ads lead by a mile (51%), the kind that evoke childhood memories, snow-scenes and gentle wonder.
- Humorous, light-hearted adverts follow (44%), proving that laughter remains a powerful festive device.
- Heart-warming storytelling ads hold solid interest (36%), reinforcing that emotion matters.
- By contrast, food-focused adverts (22%) and blockbuster-style productions (15%) lag behind, indicating that visuals alone or spectacle for spectacle’s sake aren’t enough.
The emotions Brits want Christmas adverts to evoke
- “Warm and fuzzy” feelings top the list (30%), and brands that make you feel cosy and nostalgic will hit the mark.
- “Cheerful and uplifted” emotions come next (23%), emphasising that festive campaigns still need to light up a room.
- “Entertained and amused” (14%) meaning that humour and fun are not optional extras, they’re expected.
Essential elements in a standout Christmas advert
- British humour remains critical: 36% say it’s non-negotiable for an engaging campaign.
- A strong festive message (29%) and emotional storytelling (27 %) are also key components.
- Catchy tunes (24%) and memorable characters (19%) provide helpful support, they’re not enough on their own, but they matter.
💡 For the 2025 supermarket ad season, brands that blend their storytelling with nostalgia, humour, and emotion will win hearts (and wallets). Rather than leading with a product or category (e.g., food), lead with a human connection and then wrap your offering inside that.
🎄 Coming soon: The nation’s verdict on the supermarket Christmas ads of 2025 🎄
The supermarket Christmas ad season is about to begin, and we’ll be watching (and Pulsing) every moment. As soon as the big festive campaigns drop, we’ll ask thousands of Brits what they really think. Who’ll tug at the nation’s heartstrings? Who’ll spark a social media storm? And who’ll end up on the naughty list?
Stay tuned, the 2025 Christmas ad verdict is coming soon!
