In a new poll, 57% of shoppers say supermarkets should spend less on Christmas adverts and cut prices instead. A festive tradition worth keeping, or money wasted?
This year's big ads are out, with Sainsbury's BFG film debuting on 1 November alongside campaigns from Tesco, M&S and John Lewis. In the same OnePulse research, 61% said a Christmas advert had never changed where they did their festive food shop, though 72% liked or loved Sainsbury's ad.
What happened
The big UK Christmas adverts have launched, from Debenhams in mid-October to Sainsbury's two-minute BFG film, which debuted at 6.26pm on 1 November, and Tesco's on the same evening. Research by OnePulse, reported by Retail Gazette, found 57% of shoppers think retailers should spend less on Christmas advertising and pass the savings on in lower prices, and 61% said an advert had never changed where they did their main festive food shop. Yet 72% liked or loved Sainsbury's campaign. Separate research found the average planned Christmas budget has fallen 10% on last year, to £504.70.
Why people disagree
One side says the ads have become a much-loved part of the season, that people look forward to them and talk about them, and that they keep brands in mind in the busiest shopping weeks of the year. The other side says that with household budgets falling, money spent on celebrity casts and long films would be better used on cheaper food, and that most shoppers say the ads don't change where they shop anyway.
What's still unclear
Retailers don't disclose what the campaigns cost, so it's unclear how much cutting them would actually save at the till, or whether shoppers who say ads don't sway them are right about their own habits.
Sources
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