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Big retailers unveil Christmas ads | |
(about 11 hours later) | |
Spending by retailers on Christmas advertising in 2018 is set to hit a new high of £6.4bn, an industry body said. | Spending by retailers on Christmas advertising in 2018 is set to hit a new high of £6.4bn, an industry body said. |
According to the Advertising Association, spending on Christmas ads has risen nearly 50% in eight years. | According to the Advertising Association, spending on Christmas ads has risen nearly 50% in eight years. |
It argues that advertising has become more important for shop owners trying to lure shoppers from online rivals. | It argues that advertising has become more important for shop owners trying to lure shoppers from online rivals. |
A host of big retailers have already unveiled their Christmas commercials, including Marks & Spencer, Debenhams and most of the major supermarkets. | A host of big retailers have already unveiled their Christmas commercials, including Marks & Spencer, Debenhams and most of the major supermarkets. |
More than a quarter of all ad spending takes place in the Christmas period. | More than a quarter of all ad spending takes place in the Christmas period. |
"Advertisers are increasing their investments in Christmas advertising year-on-year, because they know Christmas advertising works," says Karen Fraser, director of Credos, a think tank which compiled the forecast with the Advertising Association. | "Advertisers are increasing their investments in Christmas advertising year-on-year, because they know Christmas advertising works," says Karen Fraser, director of Credos, a think tank which compiled the forecast with the Advertising Association. |
John Lewis, whose Yuletide ads have become particularly anticipated by the public and advertisers in recent years, has yet to launch its 2018 campaign. | John Lewis, whose Yuletide ads have become particularly anticipated by the public and advertisers in recent years, has yet to launch its 2018 campaign. |
The most recent ad to appear has come from Sainsbury's, whose commercial The Big Night has a cast of 60 children playing some unusual Christmas characters. | The most recent ad to appear has come from Sainsbury's, whose commercial The Big Night has a cast of 60 children playing some unusual Christmas characters. |
Rival Tesco goes for a more homely approach, with an ad showing the different ways that families enjoy Christmas. | Rival Tesco goes for a more homely approach, with an ad showing the different ways that families enjoy Christmas. |
Marks & Spencer's seasonal offering is organised around the theme of must-haves, with a series of scenes showing all the essential elements of Christmas. | Marks & Spencer's seasonal offering is organised around the theme of must-haves, with a series of scenes showing all the essential elements of Christmas. |
These include must-have magic, in which a pantomime fairy godmother transforms a young woman's trainers into a pair of smart spangled shoes with a wave of her magic wand. | These include must-have magic, in which a pantomime fairy godmother transforms a young woman's trainers into a pair of smart spangled shoes with a wave of her magic wand. |
"Advertising helps stores attract customers, and that helps sustain jobs and High Streets in the UK," said Credos's Karen Fraser. | "Advertising helps stores attract customers, and that helps sustain jobs and High Streets in the UK," said Credos's Karen Fraser. |
"We need advertising, and we need Christmas advertising in particular." | "We need advertising, and we need Christmas advertising in particular." |
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