Social media presents major market as adults ‘look forward’ to Christmas adverts

With Halloween disappearing in the rear-view mirror, the road to Christmas has opened up for retail advertisers around the world. But while the Coca-Cola truck’s fluctuating wheels have left a bad taste in the mouth of many consumers, with its “AI-slop” commercial debuting on television, marketeers might have more joy looking beyond their traditional delivery modes anyway.

According to a new study from Kantar, social media is becoming more important than ever before, with a new generation of shoppers increasingly amendable to purchasing via their newsfeeds. According to Kantar’s data, Christmas activity from brands on social channels is now large enough that it cannot be ignored amid shopping’s golden season.

Illustrating this, of a sample of over 1,200 adults in the UK, 25% said they were now “eager to watch ads on YouTube” – which sounds bizarre, but represents a 5% climb on 2024. At the same time, while TikTok’s shopping functionality launched four years ago, only now is it becoming truly established as a destination for customers – as, well as planning to shop on the platform, 18% of people say they’re looking forward to seeing festive ads on TikTok too.

This means that even though radio has leapt in popularity – from 12% to 18% of people being excited to hear campaigns on the airwaves – it is struggling to keep pace with the popularity of digital platforms. Meanwhile, a lower 13% are looking out for ads in magazines and newspapers.

Unfortunately, however, traditional communications are still well ahead in some regards. For the likes of Coca-Cola, if you botch your festive effort on TV, the fact remains you are neglecting your most important market. TV dominates, with half of adults say they’re looking forward to seeing ads, including the festive institution of the John Lewis campaign, there – holding steady year on year.

Balancing act

Lynne Deason, head of creative excellence at Kantar, said, “The media and retail landscape is much more fragmented today and it’s never been so important for advertisers to have a consistent presence across different channels. TikTok Shop is becoming an integral part of that mix, and has the power not only to drive sales but to build brands for the long term by making them feel more meaningful and different from the competition.”

To that end, a quarter of people say they’ll buy their Christmas gifts on TikTok Shop this year. But according to Kantar, that leaps to 45% of 16-34 year olds – presenting major opportunities in the years ahead.

However, firms should still be careful how they advertise, not just where. Advertisers should strike a careful balance, as 58% of respondents said that Christmas ads “put pressure on having the perfect day”. With consumer sentiment still low amid sustained pressures from the cost of living, and job insecurity prompted by a sluggish economy, value remains top of mind for many. A huge 78% plan to shop around for the best offers, while 32% said they would buy gifts on second-hand online marketplaces like eBay and Vinted – and 35% also planned to bestow some seasonal good will by visiting charity shops. 

Deason added, “It’s a bit of a paradox – consumers love Christmas ads and the joyful festive spirit they awaken in us, but campaigns should be sensitive to people’s circumstances too. Advertisers have always had to walk that tightrope, balancing aspiration with authenticity and relatability, and that’s part of the real skill that creative teams bring. Mostly, people want ads to make them feel good. Humour can act as rocket fuel for advertising effectiveness, and is much more popular as an approach to Christmas advertising than the tear jerkers we had got used to seeing.”