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:
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31% find early Christmas ads in October annoying and pushy.
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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.
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24% agree digital is the future of Christmas advertising, showing growing acceptance of online-first campaigns.
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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.
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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.
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Only 21% say early ads make them feel festive, suggesting that the sparkle of surprise is lost when brands start too early.
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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.
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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.
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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.
🎄 Reactions to the 2025 supermarket Christmas adverts 🎄
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!
A Very Merry Grinchmas by ASDA & Lucky Generals
Forget Mount Crumpit. The Grinch has found a new home in the ASDA aisles. And honestly? Brits are right there with him. With prices creeping up and “spenny gifts” stacking higher than a pile of mince pies, ASDA’s Christmas ad, brought to life by Lucky Generals and Spark Foundry, is hitting close to home this year.
40% say Christmas costs are stressing them out
41% are trying to spend more mindfully this festive season
But it’s not all grumbles and gloom, this green guy’s got people grinning.
💬 “I thought the ad was fun. The song was really funny and relatable. It was exciting for kids but also likeable to adults. Made me excited for Christmas.”
💬 “Excellent, heartwarming ad that subtly shows Asda’s amazing deals. The Grinch makes it fun and festive.”
💬 “The concept is good and I like the humour. It’s catchy and memorable, especially linking the green Grinch and the Asda green. Things are tight this year, and perhaps this gives us a little hope.”
So, what’s getting the biggest cheer this year?
The Grinch himself – 65%
Value-focused message – 56%
Fun, humorous tone – 53%
Festive visuals – 40%
Reworked version of Let It Snow – 38%
Half of viewers even spotted how perfectly that Grinchy glow matched ASDA’s signature green .Subtle, but very smart branding.
In a season where shoppers are counting pennies but craving a bit of joy, ASDA seems to have found the sweet spot, a reminder that even a Grinch can make Christmas feel a little brighter.
The Unexpected Guest by Sainsbury’s & New Commercial Arts
Sainsbury’s has done it again, delivering a Christmas ad that’s equal parts heartwarming, humorous, and downright delicious. With a helping hand from real-life colleague Sophie (who 60% said made the ad feel grounded and warm) and a giant new dinner guest, this spot whisks us straight into a world of festive magic, laughter, and very full plates.
💬 “Brilliant! It’s like a little feature film — I’m looking forward to my Xmas dinner already.”
So what stood out most to viewers?
The BFG-style narration and tone – 54%
The humour and warmth – 45%
The giant character – 38%
The festive food – 23%
The slogan ‘Good Food for all of us’ – 23%
💬 “I love it! The Christmas cheer and mix with a beloved character makes it feel warm and cosy!”
When asked who the story was really for, 59% said it struck the perfect balance of being grown-up, but with just the right touch of magic. ✨
And that friendly giant? He’s starting to earn cult status.
29% said it’s beginning to feel like a proper festive tradition (move over, Kevin the Carrot!), while 31% loved the sense of continuity from last year’s campaign.
💬 “I love the BFG, so this advert is up there with one of the best for me.”
It’s the kind of campaign that makes even grown-ups believe in a bit of Christmas wonder again proving that sometimes, the recipe for a perfect festive ad is a pinch of nostalgia, a sprinkle of humour, and a heaping helping of heart.
Traffic Jamming by M&S Food
Dawn French is back, stuck in Christmas traffic and singing ‘Driving Home for Christmas’ before her fairy alter-ego works some magic, turning an M&S food truck into a festive feast on wheels. It’s warm, witty, and unmistakably M&S.
A familiar tune and a touch of fairy dust
The ‘Driving Home for Christmas’ soundtrack struck the biggest chord, with 43% of viewers naming it their favourite moment. The funny, feel-good tone (42%) and festive food spreads (40%) also got people talking, proving that comfort, humour, and indulgence are still a winning combo.
💬 “Clever use of using driving home for Christmas and celebrating and finding joy in your situation.”
Fairy familiar faces
Over 56% were delighted to see Dawn French’s fairy return, while 21% said they’d like to see something new next year. Still, her charm clearly worked its magic, making M&S feel as cosy and familiar as ever.
💬 “This is a great ad, true Dawn French comedy style at the same time showcasing all the lovely M&S Christmas food.”
The magic of M&S at Christmas
From the magical lorry transformation (24%) to the relatable Christmas traffic chaos (32%), the ad balanced charm, humour, and reality in classic M&S style.
And when it comes to festive shopping, M&S still holds its sparkle:
17% call it a Christmas must-have
23% say it’s very important for holiday shopping
34% see it as a nice-to-have if they’re feeling fancy
With humour, nostalgia, and just a sprinkle of fairy dust, M&S once again proves it knows exactly how to make Christmas feel magical.
A Year In The Making by Morrisons & Leo UK
While other retailers are bringing out the sparkle and spectacle, Morrisons is keeping things refreshingly real. Their Christmas ad shines a light on the farmers and food makers who work through the seasons to bring those festive favourites to our tables, and it’s struck a genuine chord with viewers.
A celebration of the real heroes
The ad’s down-to-earth tone resonated with 43%, with 41% highlighting the heartwarming scenes featuring real farmers and food makers. Even more, 36% appreciated the use of real workers instead of actors, giving the ad a sense of sincerity that felt authentic and true to the brand.
💬 “It feels honest — like a real celebration of the people behind our food.”
💬 “I liked seeing the actual farmers; it made it more meaningful.”
Authenticity over fantasy
In a season often filled with glitter and grandeur, 59% said they preferred Morrisons’ authenticity over the usual festive fantasy. The ad evoked feelings of warmth (56%) and respect (42%), proving that heartfelt storytelling still holds power — even without a sprinkle of fairy dust.
A Shift in brand perception
The campaign didn’t just make people feel good, it made them think differently. 37% said it made them respect Morrisons more, showing that sincerity can still move the needle. Meanwhile, 31% found the story interesting but not hugely impactful, and 11% admitted that deals, not storytelling, drive where they shop, a reminder that even the most authentic campaigns can’t win over everyone.
This year’s ad vs. last year’s
When asked to compare, 31% preferred this year’s ad for its realism and meaningful message, while only 11% said they liked last year’s more festive singing glove approach. Interestingly, 30% couldn’t even recall last year’s ad, a clear sign that this year’s grounded storytelling is leaving a stronger mark.
With its focus on community, craft, and care, Morrisons proves you don’t need snow, sparkle, or singing oven gloves to make a Christmas ad memorable, just a little heart and a lot of honesty.
More to Value this Christmas by Lidl
Lidl’s Christmas ad keeps things simple and sincere, focusing on the joy of giving rather than glossy spectacle. Bringing back its much-loved Toy Bank service, which has already donated over 250,000 gifts to children across Britain, the ad follows a young girl discovering what Christmas is really about.
A heartwarming hit
Many viewers called it “heartwarming,” “lovely,” and “cute,” with many praising its wholesome tone. The theme of giving and sharing struck the strongest chord (60%), while the young girl’s perspective (53%) made the story feel personal and sweet.
💬 “I love it, it’s relatable and about doing something for others at Christmas time too.”
Simple but meaningful
Lidl’s decision to go low-key paid off. 61% preferred the ad’s simple, human focus over flashy effects. The warm family tone (49%) was a clear favourite, and viewers appreciated its sincerity, even if some wanted a bit more product presence.
💬 “I like the ad, it’s very normal somehow, showing an achievable Christmas for everyone and looking at the true meaning of the season.”
By celebrating kindness over consumerism, Lidl’s ad reminds us that the real magic of Christmas isn’t found in the shopping aisles, it’s in the giving.
