Christmas Ads: Is Starting Early Really the Key to Success?

The first wave of Christmas ads are officially upon us. For me, it feels like an early start - but I can’t say I’m shocked. After all, my local M&S has had Christmas merchandise out since the end of August, right next to the Halloween pumpkins!

Whenever I spot the first Christmas ad of the season, I can’t help but reminisce about some of the memorable ones from years past. Each year, brands seem to pull out all the stops - whether it's tapping into our sentimental side, making us laugh, or tugging at our heartstrings. These big-name brands are in a fierce competition for our attention, pouring millions into cinematic ads in the hopes of being heard. But is starting early really the best strategy? Or does it just lead to holiday fatigue before we even get to December?

This phenomenon of Christmas ads arriving earlier each year has a name: Christmas Creep. It’s a term that describes the gradual shift in holiday marketing, with festive ads appearing earlier and earlier each year. As the season progresses, and we’re bombarded with festive content across TV screens, mobiles, billboards, and more, consumers can easily experience ‘ad fatigue’ from the sheer volume of holiday messaging. However, this is precisely why starting early appears to be so crucial for brands; by launching their ads sooner, they have a better chance of standing out before the inevitable saturation point sets in.

By releasing an ad early, before the holiday season hits its full marketing frenzy, companies therefore have a better shot at being noticed amidst the noise. A good example of this strategy is Waitrose, whose recent Christmas ad centres around a playful mystery: Who stole the Christmas dessert? And what’s more, they’ve only released Part 1, with Part 2 still to come! By kicking off their campaign early, Waitrose not only capitalises on the head start but also builds suspense and keeps audiences coming back for more, keeping audiences hooked and engaged as the season unfolds.

Starting the holiday marketing season early isn’t just about standing out though - it’s also about creating a sense of tradition. Think of the iconic John Lewis or Coca-Cola Christmas ads. These brands have become synonymous with the holiday season, and their annual ads are now as much a part of Christmas as the decorations and festive songs. By starting early, these brands effectively mark the ‘official’ start of Christmas for many consumers. It’s not just about selling products; it’s about creating a sense of magic and anticipation around the entire season. This strategy also taps into the psychology of consumer behavior. Early Christmas marketing is more than just clever advertising; it’s about forming emotional connections with the audience. By reaching consumers before they’re overwhelmed by holiday ads, brands can foster a deeper, more lasting bond, and one that maintains customers well beyond the festive season.

The effectiveness of a Christmas ad therefore lies in its balance between strategy, creativity, and psychology - getting in front of consumers before the competition, creating emotional connections, and stretching out the shopping season to maximise sales. So, while it may feel like Christmas is arriving earlier every year, the reality is that for brands, timing really is everything. Whether we like it or not, the race to capture our attention has already begun.

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