Win the race for Christmas 2018

The second in our 4-part analysis of Christmas 2018 has landed. It provides insights on consumers' Christmas preparations.


Here's a taste of some of the things we've discovered based on research undertaken 16-21 Nov.


Despite Brexit, spend looks firm but will come later, testing retailers’ nerves – meanwhile, demand for clothes is weakening.

As Christmas nears, reality bites, meaning ‘difficult nice-to-haves’ are struck off lists and anything that makes life easier is a winner.


We’ve identified 4 types of Christmas organisers that provide a great lens for looking both at opportunities for brands and the impact of advertising.


Winning festive adverts provoke interest by telling powerful stories – mostly about how the magic of Christmas can bring joyful moments and togetherness.

Adopting this story-led approach, Iceland’s commercial is the runaway winner; its eco message overturning expectations of what an advert can be.


Black Friday a big event – and clearly used for self purchasing as well as present buying.

Reports 1 and 2 are now available and provide an early read on mindset/sentiment and Christmas preparations

Report 1 - Early read on mindset/sentiment

Our 50-page analysis reveals:

  • Predicted spend (vs. last year)

  • How uncertainty's hitting plans

  • Critical festive milestones

  • Category winners/losers

  • Brands expecting to use

  • Hopes/dreams for the season

  • Allows you to understand the challenge ahead and flex plans (small tweaks can make a big difference in a tight market)

christmas unwr - compressed.png

Report 2 - Christmas preparation underway

Our 50-page analysis reveals:

  • How plans are evolving

  • £ spent/still to play for

  • Brands quick off the mark

  • Response to big ad campaigns

  • Emerging winning tactics and emotional hot buttons pressed

  • Benchmark your early performance

  • Assess tactics for home straight

christmas unwr - compressed.png

Two more reports to come, each focusing on key milestones,

to inform this and next year's plans

3. Progress update - reality replaces dreams

Issued 14 Dec

(Fieldwork 5-10 Dec)

  • £ spent/still to play for

  • Where rest of spend will go

  • Deep dive into Black Friday

  • Brands winning/losing

  • Drivers of usage/satisfaction

  • Winning tactics for final push

  • Gauge which strategies are hitting home

  • Identify final tweaks to optimise performance

4. Dust settled and lessons for 2019

Issued 11 Jan

(Fieldwork 28 Dec-7 Jan)

  • Winners/losers - and why

  • How hopes played out

  • Stated/revealed importance

  • Pain points in Xmas journey

  • Key emotions played to/missed

  • Outlook for 2019

  • Get great plans in place for next Christmas

Three cost options



One report




Two reports




All four reports


For more details get in touch with