Waitrose remains favourite ad in week 5 of the race
It is Week 5 of the race and Christmas is all around us! Unfortunately, a proportion of the British public is feeling less enthusiastic about Christmas this year, with 1 in 4 saying they aren’t excited (compared to 1 in 5 last year).
Consumers are really feeling the financial pinch with 49% setting themselves a strict budget on Christmas spending. This is particularly evident among women, with 54% saying they have less money to spend on Christmas this year than last (compared to 38% of men).
of women say they have less money to spend on Christmas this year compared to 2024
of respondents said Lidl's Christmas ad 'gave them a good feeling about the brand'
In this context we are seeing that ASDA’s value-led ad may be hitting a bit too hard for some, perhaps as they don’t want to be reminded by the Grinch that their finances are tight. Lidl has taken a more emotive approach with their ‘More to Value at Christmas’ message, which seems to be generating greater empathy (44%) and a good feeling about the brand (43%).
In a recent article on Research Live, Samira Brophy, Senior Director, Creative Excellence emphasises that, “In the choices of brand communication that’s landing well, humour, festive favourites and joyful escapism is proving popular so far. We have spotted a little tension coming across for one of the campaigns that talks about savings more directly. This campaign, while doing well on key effectiveness measures, is also being spontaneously recalled as the least favourite ad by 11% of the British public. Being reminded of tightening of belts at Christmas may be a little too on the nose for some.”
Waitrose and Aldi are our top ads in the race at the moment, both cutting through well with 56% recognition. Escapism and rich storytelling have helped these ads break through the Christmas clutter, and they both happen to have a nod to Love, Actually.
Latecomer Google Pixel also leans into the Love, Actually theme and our early data has shown that while recognition is low, the ad resonates very well among those who have seen it; 58% of recognisers say it was for people like them, and 55% saying it gave them a good feeling about the brand.
of respondents recognise the Waitrose and Aldi ads when shown de-branded stills
If we think about the essence of Love, Actually, it is a film about how love manifests itself in many shapes and forms. Our Word on the Beat findings indicate that people are looking for more meaningful celebrations this year that are focused on connection.
People are also looking for more thoughtful gifting rooted in practicality and value. This is evident in some of Synthesio’s social listening, where we have seen that DIY, personalised and ‘pre-loved’ gift options are trending, in order to get more cost-effective, unique and meaningful gifts.
So, it is no wonder that Waitrose’s ‘The Perfect Gift’ is the favourite ad so far this year with 15% spontaneous mentions. The charming love story, highlighting mutual love for food and the gifting of a homemade meal for the person you love is likely very poignant for people (the star-studded cast has likely helped as well!).
Waitrose has also won our Christmas Food Showdown with their British Wagyu Beef Sirloin Joint, illustrating where consumers are willing to splurge this year.
of respondents spontaneously named Waitrose's ad as their favourite
This Christmas is about getting back to basics and celebrating good food with the people you really care about. Brands should consider leaning into this sentiment to reflect the mood and behaviours of the nation. There are also lessons we can learn for how brands show up for consumers in an authentic way in 2026, particularly in January when the days are short, the Mondays are blue and the hangover from the financial pressures in December are really felt.
