‘Consumers crave more than holiday spirit’: Ad execs on the trends of Christmas 2024

But what are the trends behind the big-ticket stories (like who stole that Waitrose dessert and whether Saatchi & Saatchi’s first John Lewis spot was any good)? We asked leading marketers from The Drum Network what Christmas 2024 has looked like from where they’re sitting.

Scott Dettrick, national executive creative director, M&C Saatchi ANZ: “I feel like Christmas campaigns globally in 2024 have traded tears for laughter, and honestly, I'm here for it. After a year of economic challenges, brands are lightening the mood. Sure, we can have nostalgia but it’s been mixed with fun and a little wackiness. Laughter feels like the gift we all need this year. The Waitrose two-part Christmas murder mystery embraced this notion well, dodging Christmas ad tropes and playing for pure entertainment. The fact that other campaigns also used an episodic structure to drive engagement might just be streaming culture flexing its influence but was another interesting change for the season.”

Franziska Gregor, managing director, Serviceplan Culture: “This winter, audiences are yearning for hope – a remedy to the anxiety fueled by political unrest, mental health struggles, and social conflict. Brands are responding with storytelling that bridges divides, offering narratives of connection and optimism for better days ahead. These campaigns are intimate and introspective, inviting audiences to feel the weight of their shared stories while offering moments of lightness. The storytelling rekindles optimism, whether by revisiting the comforting familiarity of nostalgia or highlighting future possibilities with AI, a paradoxical mix of mechanical coldness and creative potential. On social and entertainment media, humor and shared experiences soften the sharp edges of reality, offering audiences a much-needed sense of relief. The trend is clear: consumers crave more than holiday spirit. They seek reassurance that, even in chaos, barriers can be overcome, mutual understanding is possible, and hope for a brighter future remains.”

Frediano Iannelli, strategy director, PMG: “Christmas is all about emotional connection, best expressed through thoughtful gifting. But some brands face a profound challenge: how do you bridge the gap between online clicks and real-life experiences? A fragrance needs to be smelled, chocolate needs to be tasted, and a bike should evoke the thrill of freedom before it’s even unwrapped. The brands that stand out are embracing sensory storytelling – like virtual ‘try before you buy’ tools for fragrances or interactive videos that showcase the craftsmanship behind their products, bringing them ‘out of the screen’ and closer to real life. This is how you turn online convenience into emotional resonance, creating experiences that shoppers feel, not just see.”

James Withey, executive director, strategy & innovation, EMEA, Landor: “This Christmas, I’m struck by the quiet subversion bubbling up. Perhaps it’s a quest for light among the darkness. I mean that literally (people seem to have put their trees up earlier than ever in London) and metaphorically: brands built from memes are building momentum, for example RealHousewivesOfClapton. Perhaps it’s a quest for meaningful consumption – John Lewis’s ‘Give knowingly’ or Etsy’s ‘Gifts that say I get you’. Perhaps it’s the magnetism of the now weeklong Black Friday that is drawing consumerism away from Christmas itself. But it does feel a bit different this year – less conspicuous, less ‘let our hair down’, and decadent seems discordant.”