New data from LoopMe, the global leader in brand performance, has revealed insights into how consumers respond to Christmas advertising, based on surveys of UK consumers conducted in November 2025. The research explores awareness levels, emotional responses, and the opportunities for brands to bridge sentiment and shopping intent in festive campaigns.
The report reveals that Christmas advertising continues to resonate strongly with UK consumers. When viewers engage with a festive campaign, 53% say they liked or loved the advertising. Among viewers, 34% described the creative as “heart-warming” and 17% as “nostalgic,” with 39% identifying “family and connection” as the main theme.
A key finding reveals the pathway to commercial success: while 13% of general viewers say a festive ad increases their shopping intent, this figure rises to 24% among those who “definitely look forward to” Christmas campaigns. This demonstrates that brands building anticipation and emotional connection throughout the season can significantly amplify commercial outcomes.
When asked where they saw a festive ad, 48% reported cable or broadcast TV, followed by social media (24%) and YouTube (13%). Additionally, 57% say the advert appeared within something they were already watching or reading.
The research also shows awareness patterns vary by demographics. Viewership increases with age, rising from approximately 10% among under-35s to 23% among 55-64-year-olds. Women report higher engagement than men (19% vs 11%), and 45% of women identified the ad’s theme as “family and connection” compared to 25% of men.
“Christmas advertising remains a cultural powerhouse in the UK, with nearly seven in ten consumers looking forward to festive campaigns each year,” said Stephen Upstone, CEO and founder at LoopMe. “What’s particularly exciting is the clear pathway we’re seeing from emotional engagement to commercial action. Consumers who actively anticipate a Christmas ad are more likely to increase their shopping intent when they engage with campaigns, showing that emotional connection throughout the festive season can directly drive commercial returns.”
Additional key insights from LoopMe’s analysis include:
Christmas advertising remains a cultural moment: 69% of Britons say they look forward to Christmas adverts each year, with consumers associating festive campaigns strongly with major UK retailers
Brand leaders in festive advertising: When asked which brands they most associate with memorable Christmas adverts, consumers ranked M&S (47%), John Lewis (46%), and Coca-Cola (45%) as the top three, followed by Aldi (32%), Sainsbury’s (21%), Tesco (15%), and Amazon (11%)
Emotional anticipation drives commercial action: Consumers who definitely look forward to festive campaigns show 24% increased shopping intent compared to 10% among those who don’t look forward to them, and 13% overall
