Waitrose Christmas advert 2025 (4)

Waitrose’s 2025 Christmas ad stars comedian Joe Wilkinson

The results are in – Christmas adverts do matter to supermarket shoppers.

A poll of 973 adults by The Harris Poll shared exclusively with The Grocer shows 71% of adults say it’s important that the supermarkets they shop with make a Christmas ad that makes them feel good about the brand. The figure is highest among 25-34 year olds (90%) while older shoppers care the least (52% of shoppers aged 65 and over).

“This research shows the continued power of Christmas ads to drive emotional investment and brand loyalty,” said a spokeswoman for The Harris Poll. “We can likely infer that younger groups who have ‘grown up’ with the Christmas advert being a definitive part of the Christmas experience may hold it in a greater position than older people who may be more cynical about their use.”

Nearly half (46%) say they have thought differently about a supermarket brand off the back of a Christmas advert, with younger millennials and Gen Z shoppers again the most influenced. Some 71% of shoppers aged 25-34 said a Christmas ad had shifted their perception, compared with just a quarter of those aged 65 and over, which The Harris Poll says demonstrates the power of a one-off ad to sway people’s buying habits for the coming year.

Sarah Beams, managing director of The Harris Poll UK, said: “Christmas advertising continues to cut through because it taps into something deeper than commercial messaging. And in a year like 2025 – when consumers are paying close attention to which brands genuinely live by their purpose – festive campaigns have become an important way for companies to emotionally connect, to show they are on their customers’ side, and taking them forward in the right direction.

 

Read more

 

“Our findings show that, despite profound shifts in how people consume media, well-crafted festive advertising still brings people together, drives conversation, and creates moments that genuinely matter for brand perception.”

Earlier research by the market research firm showed Christmas adverts to 2,000 consumers found Lidl’s advert did the best job of portraying what consumers say defines their ideal Christmas – connection, comfort and meaningful moments. 

Topics