It Might Be 30 Degrees in Soho, But It’s Time to Talk About Snowflakes
While most of the UK is still melting in unusually long heatwaves and dreaming of seaside escapes, forward-thinking brands are quietly plotting something far more lucrative than a weekend in Brighton: Christmas campaigns.
Yes—Christmas. In summer.
Because if you’re not planning your festive content now, there’s a good chance you’ll miss the sleigh completely when it comes to consumer attention, production timelines, and campaign impact.
The Numbers Don’t Lie: Christmas Means Serious Business
The UK’s Christmas retail economy continues to outdo itself. In 2023, shoppers in the UK spent over £85 billion during the festive period, a figure that’s expected to climb again for 2024. Online spending also surged, with 19.2% of all holiday sales happening via e-commerce, and physical stores still seeing strong footfall thanks to omnichannel promotions and in-store activations.
Q4 2024 also marked a record-breaking £10.5 billion in advertising spend, according to WARC, showing that brands are putting their budgets where the bells are. Shoppers in the UK spent an average of £600 per person over the holidays, and more than 52% of consumers started shopping before November.
That means if your campaign isn’t live by Halloween, you’re potentially missing out on over half your audience. And once the big players launch their blockbuster ads, getting noticed gets tougher—and more expensive.
Timing Is Everything: Why You Should Plan Ahead
One of the biggest challenges we see each year is the last-minute panic that sets in when brands realise the festive clock is ticking. Planning your Christmas campaign in July or August isn’t overkill—it’s smart strategy.
Early planning allows your team the space to develop a strong creative concept that isn’t just “throw a Santa hat on it.” You can take time to script, storyboard, cast, shoot, and polish your content properly. It also gives you time to navigate critical logistics like Clearcast approval (for TV and cinema ads), securing talent, locking in studios or location permits, and editing without mad rush fees or overtime chaos.
Late planning usually means compromising on quality, overpaying for production, and stressing your teams to breaking point. And that rarely makes for magical content.
What Made Festive Campaigns Work in 2024
In 2024, several UK brands stood out not only for their production value but also for their emotional resonance. Boots and M&S both saw a +13 point lift in ad awareness after launching smartly timed, well-crafted Christmas content.
John Lewis remained the most anticipated campaign of the season, with over 42% of Brits saying they were looking forward to it even before the ad aired. Why? Because they consistently deliver emotionally compelling narratives that speak to the spirit of the season—and they do it early, when the audience is still receptive and not overwhelmed.
According to research from System1, festive ads in the UK performed better than those in any other market globally, with an average score of 4.3 out of 5 stars based on emotional impact. The common thread? Ads that told stories, made people feel, and started appearing before the November ad glut.
The 2025 Campaign Timeline You Should Be Following
To avoid falling behind, it helps to follow a smart, structured schedule. Here’s what a well-planned festive campaign timeline looks like:
Your Campaign Calendar: What to Do When
| Month | To-Do |
|---|---|
| July–Aug | Creative brief, scripting, casting, secure talent & studios |
| September | Filming, editing, Clearcast submissions, production wrap |
| October | Roll out teaser content, prep influencer campaigns |
| Nov–Dec | Launch full campaign across media channels |
| Post-Xmas | Boxing Day promos + data gathering + learnings |
The earlier you start, the better your chances of grabbing attention before the Christmas noise kicks in.
What UK Consumers Really Want from Brands This Christmas
Let’s talk about consumer behaviour in 2024. 71% of shoppers said they were deal-driven, starting from Black Friday. Meanwhile, 53% said they still loved shopping in physical stores, but over 35% conducted online research before stepping foot in a shop.
More importantly, 69% of consumers reported being more likely to purchase from a brand that delivered a memorable festive campaign—even if it wasn’t the cheapest.
So, this isn’t just about marketing. It’s about positioning, trust, and emotional value. People remember the brands that go the extra mile—and they reward them with loyalty and wallet share.
- 71% were deal-driven from Black Friday
- 29% increased spending on food & drink
- 53% still love in-store—but start with online research
- 69% are more likely to buy from a brand with a memorable festive campaign
This is your moment to win hearts (and carts).
How Square Elephant Can Help You Nail It
At Square Elephant, we specialise in creating beautiful, bold, scroll-stopping Christmas content for brands that want to stand out. Whether you need a cinematic ad for television, a stop-motion product showcase for Instagram, or a full-scale set build for an immersive campaign—we’ve got the tools, talent, and taste to deliver it.
Our approach is collaborative and agile. We’ll help you craft the concept, storyboard it with style, and deliver assets optimised for every platform—from big screens to mobile feeds. We offer production without the bloat, and creativity without the clichés.
There’s a reason the most effective brands plan early and go big at Christmas. The season gives you a unique window where customers are tuned in, wallets are open, and stories that resonate can create lifelong brand affinity.
If you wait until November to start thinking about your campaign, chances are you’ll end up rushing something that feels half-baked. Instead, let’s make something beautiful, intentional, and unforgettable—together.
Ready to Talk Christmas?
We’re already working with clients on their 2025 campaigns. Want in? Let’s grab a (virtual) mulled wine and chat ideas.
