This Christmas, spare a thought for the retailers


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This Christmas, spare a thought for the retailers

Posted on November 07 2016

2016 has been a funny old year for retail. Second only to house prices as the barometer of economic stability, the ups and downs of the high street have never been far from the headlines. As we all (or possibly only those that work in marketing) await the arrival of the Christmas ads, it’s never been as important to ensure that what is promised on screen, is delivered in store.

We have all become very used to the Christmas ads that that dial up our emotional response. In more recent years retailers have partnered with charities, in some part to salve the prickly collective conscience about mass consumption. It’s a strategy which so far has worked well. It delivers financially for the retailers (Rachel Swift of John Lewis, speaking at Effectiveness Week last week, said that the ROI delivered by their Christmas ad overshadows all other campaigns in terms of sales, let alone brand value); it helps remind us that Christmas above all else is a time for humanity and compassion. And a handful of charities get a much needed boost to their fundraising. But will emotional response be enough this year?

Read more of Jo's blog on The Drum, here


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Jo Arden
Head of Strategy

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