Digital department store Freemans.com has launched its first-ever online-only Christmas advert; to help fashion fans track down outfits used in the Christmas commercial it announced today (17 October 2025).
Starring the ‘face of Freemans’ singer and model Sophie Ellis-Bextor, the glittering 30-second ad will run across top digital channels including YouTube, Instagram, leading shopping sites and Freemans.com own website, from 17 October 2025.
Freemans bosses chose to launch the mini film online only after tens of thousands of fans streamed last year’s ad digitally, stopping at several points throughout the commercial to view outfits, then immediately order them on the Freemans.com website. It also aligns with its ambition to be the digital department store of choice.
Ann Steer, CEO from Freemans.com said: “Every outfit featured in the 2024 Freemans festive ad was a sell-out. This year we’ve made our Christmas commercial sleeker and simpler, with a few seconds more between each outfit for fashion fans to view the yuletide looks and put in their order.”
The upbeat 2025 Xmas ad sees Sophie return to snow-dusted Sleigh Street, with her signature retro red Freemans delivery van piled high with exquisitely wrapped Christmas gifts. Extending her sparkly red manicured nail to ring a golden Freemans branded doorbell, the celeb plays a glamourous Santa role, hand-delivering this year’s must-have gifts to the road’s delighted residents.
The feelgood festive campaign also sees Sophie swap outfits for each house she delivers to – with a crucial few seconds for viewers to pause the online ad and track down each seasonal style on the Freemans.com website.
Her highlighted looks include a sophisticated matching berry-red coat, skirt and pussybow blouse combination, a bestselling set of tartan pyjamas, a stunning black sequin minidress, plus a lux plum faux-leather skirt and matching glitter detail cardigan.
Among the festive presents shown in the ad this year are a glittering gold clutch bag, the must-have Nintendo Switch 2 and Bluey character plush toy, the stylists-favourite Shark hair styler alongside fashionable snow-white Lacoste trainers, showcasing the vast range of gifts across the online store’s 60,000+ products.
The ad’s tagline ‘Find it at Freemans’ emphasises the ease of ordering from the online department store, reassuring customers they’ll find all they need, including Sophie’s latest looks.
Sophie Ellis-Bextor said: “It’s so exciting to be back on Sleigh Street and delivering up a sprinkle of special Freemans festive feeling to viewers everywhere.”
The soundtrack to the 30-second ad is Sophie’s signature ‘Freedom of the Night’ track, which peaked at No2 in the UK singles chart after being featured in Freemans 2024 Christmas commercial.
Freemans will launch the ad on (17 October 2025) as research shows 41 per cent of consumers have already started their Christmas shopping this year, up 13 per cent on 2024.
Key audiences include stylish women over 40 aiming to both look their best throughout the festive season, plus busy households who prefer the convenience of buying gifts online for friends and family.
Fresh figures from Freemans show the retailer has already begun the key AW25 season strongly, with net sales up 14 per cent.
Fashion sales alone have risen by 13% before the crucial party season has even begun, while home & living leapt 14 per cent.
Ann Steer CEO, Freemans.com added: “Last year Sophie delivered for us and for our shoppers, and this year she’s making it even easier for time-pressed households to track down their perfect present. With an expanded range, a plethora of payment options and the right gift at the right prices, Freemans.com really is Santa’s little helper.”
