BBC: John Lewis, Tesco and Lidl tone down Christmas adverts

November 10, 2022
Less than a minute

London (BBC) — Christmas adverts have started on TV – and as ever, many conjure up sentimentality, nostalgia and joy. But as the cost of living soars, some retailers have opted for a more muted approach to their campaigns this year.

Market research experts say brands were being careful not to look out of touch with their customers. “There clearly is a more muted tone this year, and that’s fitting for the time we’re going through,” said Nick Carroll, associate director of retail research at Mintel. “Consumers are really feeling the pressure of rising living costs and retailers want to speak to that audience and represent that.”


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