Finding the Emotional Sweet Spot: Which 2025 Christmas Ads Capture the Magic?
With Christmas fast approaching, let’s look at this year’s festive ads from some of the UK’s major retailers. Some heart-warming, some playful, some product-led and all hoping to capture the emotions of the season. But do they reflect how people actually want to feel this Christmas?
We set out to understand the emotional blueprint consumers are carrying with them into the festive period, using our Emotional Signature tool — a method that reveals instinctive, fast-thinking responses rather than surface-level opinions. Because emotional reactions, not rational ones, drive most festive decision-making.
What we found is a clear picture of the emotions people want most from Christmas this year — and how closely the major ads deliver against them.
How We Really Want to Feel This Christmas
Across a nationally representative sample of more than 2,000 people, a distinct emotional pattern emerged. When imagining their ideal Christmas, consumers gravitate toward four core feelings:
Comfort & Nostalgia
Warmth, familiarity and grounding moments with the people who matter. This is the emotional anchor for most people’s ideal Christmas.
Shared Joy & Happiness
Light-hearted fun, gentle uplift and easy happiness — not extravagance, just a sense of emotional brightness.
Indulgence & Treating Ourselves
Special food, gifts and festive treats spark anticipation and delight. Indulgence isn’t the goal itself — it’s part of creating a magical moment.
A Sense of “Success” at Christmas
Not perfection, but the pride of pulling off a thoughtful, meaningful celebration.
Taken together, these emotions reveal what people are truly seeking: a Christmas that feels good — cosy, joyful, shared and satisfying.
How This Year’s Major Christmas Ads Performed
Most ads tapped into parts of this ideal emotional mix. None captured the full spectrum all at once. In some cases, creative elements pulled focus away from the feelings consumers crave most.
Here’s how each brand mapped against the emotional ideal:
Brand |
Video |
Strengths |
Limitations |
Overall |
|---|---|---|---|---|
| Lidl — Closest Match to the Emotional Ideal |
|
* Strongest expression of social connection * Captures shared joy and emotional warmth |
* Lighter on indulgent food cues * Less emphasis on the sense of a “successful” Christmas |
A heartfelt portrayal of togetherness — the emotional core of the season. A little more product framing could have rounded it out. |
| John Lewis — Emotional but Inward-Facing |
|
* Compassionate, caring, intimate * Strong human connection |
* Focus on personal memory creates a sense of solitude * Weaker on shared nostalgia and communal joy |
A touching story — but centred on individual reflection rather than the shared emotional experience people seek. |
| Boots — Smart, Gift-Led Inspiration |
|
* Strong indulgent pull via gift ideas * Viewed as “intelligent” — clever, useful inspiration |
* Lacks warmth and togetherness * More functional than emotional |
Great for clever gift ideas but misses the deeper emotional magic people want. |
| Sainsbury’s — Fun but Distracted |
|
* Clear cues of festive indulgence |
* Giant characters dominate attention * Emotional warmth and happiness get diluted |
Entertaining, but the creative spectacle risks overshadowing the emotional takeaway. |
| M&S — Premium, Indulgent, but Emotionally Reserved |
|
* Strong cues of quality and indulgence | * Light on nostalgia, warmth and togetherness | A premium food moment — but missing the shared emotional context. |
| Aldi — Fun and Character-Led |
|
* Kevin the Carrot brings humour and continuity * Only ad sparking “what happens next?” anticipation |
* Weaker on indulgent product cues and emotional depth | Playful and engaging — but not fully aligned to the emotional sweet-spot. |
Bringing It All Together
By comparing each ad’s Emotional Signature with the emotions people want most at Christmas, we can see which brands genuinely support the festive experience consumers are trying to create: comfort, nostalgia, shared joy and a sense of “getting Christmas right”. The most effective communications are those that show how products or services enable these moments, not distract from them, while helping people build the emotional Christmas they’re striving for.
So, What Should Brands Do with This Knowledge?
The takeaway is simple: People aren’t responding to products — they’re responding to the feelings those products help create.
To resonate this season, brands should focus on four things:
Make connection easy:
Help people share moments — big or small — with the people who matter.
Evoke warmth and familiarity:
Familiar, cosy cues unlock the comforting feelings consumers want most.
Inspire thoughtful choices:
Offer ideas that feel personal and considered, not overwhelming.
Help people feel confident about Christmas:
Support, simplify and guide so the season feels achievable, not stressful.
The Bigger Insight
Food, gifts and festive touches matter because of the feelings they unlock. Brands that show how what they offer supports comfort, togetherness and joy — rather than competing for attention — will feel most relevant and memorable this year.
And With Just Two Weeks to Go… It’s Not Too Late
There’s still time for brands to make a meaningful emotional impact:
Dial up warmth in last-minute communications
Social, email, in-store and outdoor channels can quickly reinforce emotional cues.
Frame your offer as the enabler of a feeling
Not “here’s the product”, but “here’s how this helps make your Christmas feel the way you want it to”.
Reduce friction, increase confidence
Guides, ideas and simple tips help people feel on top of things.
Bring small sparks of joy
A tiny surprise, a light-hearted moment, or a helpful nudge goes a long way this late in the season.
Consumers know the Christmas they’re trying to create. Brands that help them get there — even now — can still make the season genuinely magical.
If you’d like to understand how your brand can tap into the emotions consumers are craving this Christmas and beyond, get in touch — we’d love to help you unlock the feelings that truly drive behaviour and create the meaningful connections that matter.