Brits are eager to indulge in Christmas traditions and celebrations, with the festive season feeling ever closer now that the clocks have moved back an hour. With the nation already planning its Christmas dinners, gifts, and purchases, here are three key areas advertisers should keep in mind in the build-up to the festive season.
Tap into Culture: In recent times, many major brands have tried to become increasingly memorable during a very cluttered period for advertising by tapping into relevant cultural trends. Chanel’s pop-up store at Harrods earlier this month marked the brand’s first showcase of its Christmas collection, tapping into nostalgia and childhood memories by keeping the pop-up store dollhouse-themed.
Such tactics are in line with our Cultural Codes from earlier this year, showcasing the positive impact a brand can have on audiences by reminding them of simpler times and the good old days (even if that is just yesterday!).
Start Early, Stay Longer: TGI data suggests that Brits intend to complete most of their Christmas shopping between September and November, indicating that it is more important than ever for brands to capture their audience’s attention as early as possible. John Lewis acknowledges this by launching their Christmas marketing as early as 9th September this year.
Of course, this doesn’t mean no one will be shopping for Christmas in December. In fact, our Lightbox Lowdown suggests that two in three British adults are likely to make festive purchases after thinking they are finished. Moreover, people love extending the sense of being in the holiday spirit, with nearly one in four motivated to spend vouchers or gift cards they’ve received during post-Christmas sales. Brands should continue their Christmas campaigns into the new year, leveraging the buzz generated beforehand.
Offer Something New: One surefire way of grabbing people’s attention is by becoming part of their festive cheer and bringing something new to the table. Freeman's Christmas ad features Sophie Ellis-Bextor along with her new track, *Freedom of the Night*, released only a week before the campaign went live. This approach creates a powerful synergy between the song and the holiday campaign, boosting the chances that it will become memorable as the season’s festivities approach.
Source: Canvas8, the7stars Cultural Codes, the7stars QT, Mintel, TGI, the7stars Lightbox Lowdown
