Christmas ads have ‘no impact’ on shopping habits, consumers say

Creatures of habit: Shoppers won’t be moved by Christmas campaigns


Cutting your costs, fighting your corner

For immediate release on Wednesday 30 November 2016

Christmas ads have ‘no impact’ on shopping habits

Creatures of habit: Shoppers won’t be moved by Christmas campaigns

Whether it’s the John Lewis dog bouncing on a trampoline, Aldi’s carrot traversing a Christmas dinner or Waitrose’s two robins uniting over a mince pie, a host of maudlin Christmas ads are designed to tug at our heart and purse strings.

While they certainly get column inches and boost brand recognition, do they actually influence where you do your Christmas shopping? Apparently not, according to a poll by The millions spent on heart-warming holiday storytelling don’t change a thing, say consumers.

Overwhelmingly, consumers have told that they don't think adverts from the UK’s biggest retailers have an impact on where they shop.

Has this year’s or previous years’ ads ever affected where you shop?



Big impact –these ads regularly push me to shop in a store more


An impact– I remember a few that have made me shop in that store more


Rare impact– a really good one may have subtly influenced me once or twice


No impact– I’ve never changed where I shop after watching these Christmas ads


No TV– I don’t ever see these ads


No memory– I like some of the ads but never remember who they’re for


No chance– these ads mostly turn me off and I avoid the stores


11,501 people polled in November 2016. Voting limited as much as possible to one vote per person.’s deals editor Gary Caffell says: “It's good to know that consumers are not falling for the marketing hype of Christmas adverts and are not changing their shopping habits just because they think a particular dog, robin or even carrot is cute...

“People are clearly just seeing these multi-million pound adverts as a bit of festive entertainment which is great, as retailers will do whatever they can to get consumers to spend their hard-earned cash. As always, when there’s something in particular that you’re looking for, you should do your homework as prices between different retailers can fluctuate wildly.”

Getting a great deal on your Christmas shop has never been easier with the Xmas Deals Predictor.

The MoneySaving elves have analysed six years of deals, dating back to 2010, and studied this year's trends to forecast 2016's Christmas offers. Nothing's guaranteed, but they are ho-ho-hoping to bag you the best prices with these five top tips.

1) December begins on Thursday, so next week is the best time to catch a cracker-ing deal on beauty advent calendars.

2) No need to wrap up as weeks two and three of December are predicted to be hot, hot, hot for discount codes on fashion. Look out for Topshop, Dorothy Perkins and Kurt Geiger (which usually starts its ‘January sales’ around 14 December).

3) Leave it until the last minute to deck the halls, and you might just find that you don’t have to spend a bomb on your baubles. We’re pretty sure that M&S will offer around 50% off decorations and John Lewis around 80% in the third week of December, so get thrifty with your tinsel and trimmings.

4) The bargains don’t get boxed up after Boxing Day; family days out get marked-down in the New Year, with Merlin expected to knock £50 off its yearly pass. And save pounds while shedding pounds in the New Year with a Weight Watchers three-month free trial via Quidco.

5) Don’t forget the Money Mantras: Do I need it? Can I afford it? With so many amazing offers on the table, it’s easy to snap up as many as possible. But if you aren’t going to use something, there’s no need to buy it.


For more comments, please contact:

Katie Watts

Tel: 020 3150 1594

Mob: 07875 415 378

About is dedicated to cutting consumers’ bills and fighting their corner. The free-to-use consumer finance help resource aims to show people how to save money on anything and everything, and campaigns for financial justice. Set up in 2003 for just £100, its free-to-use, ethical stance quickly made it the UK’s biggest independent money website, according to internet ranking site, and the number one ‘Business and Finance – Business Information’ site, according to Hitwise. It has more than 10 million people opted-in to receive the weekly Martin’s Money Tips email, and more than 14 million unique monthly site users who visit more than 23 million times a month. In September 2012, it joined the Group PLC.