Christmas advertising has become an industry in its own right. Budgets balloon, teasers drop weeks in advance, and brands quietly compete to be the one everyone talks about at work the next morning. In the UK alone, major brands spend more than £10 billion annually on festive advertising. But why does this formula work so reliably, year after year?

 

The Psychology of Festive Storytelling

The answer lies in a clever mix of psychology, storytelling, and nostalgia. Social psychologist William McGuire proposed a six-step process for influencing behaviour: a message must be presented, capture attention, be understood, agreed with, remembered, and ultimately acted on – such as making a purchase. Christmas adverts are perfectly suited to this persuasive process, thanks to the season’s familiar traditions, heartwarming narratives, and universal emotions.

 

Heartwarming Classics in Action

Take John Lewis, for example. Since 2007, the department store has made its Christmas adverts a cultural event. Each year, viewers anticipate a short cinematic story designed to tug at the heartstrings rather than showcase products. Classics like Monty the Penguin (2014) or The Bear and the Hare (2013) combine relatable storylines, charming characters, and perfectly chosen music to evoke nostalgia, happiness, and a little bittersweet melancholy. Research shows these adverts consistently score higher than the UK norm for positive emotions such as “cute” and “heartwarming,” proving that emotional storytelling is key.

 

Why We Remember Them

Psychology offers several insights into why these adverts stick. The pygmalion effect explains how expectations can shape perception – viewers who anticipate an emotionally engaging ad are more likely to feel moved. Rosy retrospection effects mean people remember these adverts more fondly after the fact, boosting recall and emotional attachment.

In addition, visual elements may also benefit from the picture superiority effect, where images are remembered far more easily than text, while the rhyme-as-reason effect makes jingles and slogans feel catchy and true. Mere-exposure effects mean repeated sight of the brand or characters increases liking, even without conscious awareness. Research also shows that some brands try to establish certain qualities that make them seem human-like, making them easier for consumers to engage with and creating a long-lasting emotional hook.

 

Music, Nostalgia, and Generational Appeal

Music plays a surprisingly big role. John Lewis frequently uses well-known songs covered in a stripped-back style, blending old and new to appeal across generations. Nielsen research suggests the right music can boost emotional engagement by up to 30%, helping viewers remember the story – and the brand – long after the advert ends.

Nostalgia is another powerful tool, and a prime example is Coca-Cola. Its iconic red trucks and jingling bells tap into decades of Christmas imagery, instantly transporting viewers to simpler, joyful times. As humans, we are drawn to stories, traditions, and shared rituals – and advertisers know it. Another recent example is Waitrose’s 2025 ‘mini rom-com’ starring Keira Knightley. The advert combines emotive storytelling with the nostalgia associated with the actress and beloved Christmas films. By tying their brand to these festive rituals and memories, companies become part of the season itself, building trust and emotional connections that can last year-round.

Yet leaning heavily on familiar formulas carries both security and risk. Attempts to break the mold – whether AI-generated or otherwise experimental – can backfire, drawing criticism from audiences who feel the magic or emotional warmth is missing. Going too far from expectations risks alienating viewers and can feel jarring, highlighting just how delicate the balance is between innovation and tradition in festive advertising.

 

Creative Campaigns Across Brands

Other brands have taken slightly different approaches in recent years. Asda, for example, turned animated garden gnomes into the stars of its 2024 campaign, even selling them to the public. Sainsbury’s drew on the emotional pull of Roald Dahl’s BFG, while Boots sparked conversation with a diverse take on Santa and Mrs Claus. Meanwhile, fashion brands like TK Maxx mix humour and empowerment, using animals or quirky storylines to engage audiences.

The Emotional Focus:  The emotional focus is deliberate. Studies show that emotional memories stick longer, helping with brand recall. This is why campaigns like John Lewis’s The Beginner – where a man learns to skateboard to bond with a foster child – resonate so strongly. Viewers report a rollercoaster of emotions, from sympathy to joy, ultimately leaving them feeling connected to the story and the brand.

Timing and Consistency: Timing matters too. Brands typically launch Christmas ads in early November, creating anticipation and embedding the campaign into the cultural calendar. This consistency turns the adverts into seasonal rituals; almost as anticipated as switching on the Christmas lights or opening the first advent calendar door.

‘Sadvertising’ and Balance: And while sadness can play a role, it’s the balance that counts. The so-called “sadvertising” approach – making viewers feel a little pang of melancholy before delivering a happy ending – works remarkably well when paired with relatable narratives, universal values, and a sprinkle of festive magic.

 

The Secret to Success

In short, Christmas advertising works because it taps into our emotions, memories, and cultural habits. It’s a blend of science and storytelling, carefully designed to make us smile, cry, and click “buy.” It’s no wonder brands spend billions perfecting the art – after all, the adverts that pull at our heartstrings don’t just boost sales; they make Christmas a bit more memorable