The countdown to Christmas has officially begun, so it’s almost time for the supermarket Christmas adverts 2025 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.
And while most of the festive magic is still under wraps, a few teasers are already making headlines. Asda has confirmed The Grinch will headline its Christmas campaign, the first festive outing from new agency Lucky Generals. 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 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 are feeling about Christmas adverts in 2025
Before the supermarket 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.
When it comes to 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.
And do these supermarket ads 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?
To uncover what the public wants from supermarket Christmas adverts 2025, we Pulsed shoppers across the country, focusing on: the types of ads they enjoy, the emotions they hope to feel, and the essential ingredients of a successful campaign.
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 🎄
Reactions to the supermarket Christmas adverts of 2025
As soon as the supermarkets unwrap their Christmas ads, we’ll ask thousands of Brits what they think. Stay tuned for the verdict!
