Marks & Spencer has revealed its Christmas campaign strategy for 2025 across fashion, home and beauty.
The “product-first” campaign consists of a number of mini films which will drop “chunks of content” over the festive season, instead of one hero advert.
The retailer said its campaign delivered more frequent and tailored content that “more closely reflects how customers really shop” during the build-up to Christmas.
The campaign will be rolled out in three phases, with its first stage, “Give the Gift” showing two 15 second clips of someone enjoying their festive gifts from M&S.
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The second stage, “Host with the Most,” will be released on 6 November, with a focus on partywear.
The third “Get your Christmas on” stage will focus on winter fashion, and is set to go live on 4 December.
The company’s campaign will be launched throughout late October to December, spanning digital, social, print, TV and out-of-home.
M&S fashion, home and beauty marketing director Sharry Cramond said: “This year’s Christmas campaign is more modern and more relevant.
“It’s rooted in what our customers are telling us – how they’re planning and how they want to celebrate.”
She continued: “We realised that we were considering Christmas shopping missions too holistically. Customers don’t think or shop in that way – everything all at once.
“Our research showed us that customers tend to shop in phases across the period, starting with gifting and then moving on to parties and then hosting at home.
“Rather than focusing on one hero ad and then cutting it down, we’re taking a more contemporary approach with different mini content drops. Each film will showcase the full magic of M&S in a way that feels fun, relevant and, of course, super stylish.”
Earlier this week, rival fashion retailer Debenhams released its Christmas campaign, titled “Debenhams Delivered”.
The campaign advert consists a “bold feel-good celebration” that reinforces Debenhams’ “position as Britain’s online destination for effortless festive shopping,” according to the retailer.
