Marks & Spencer beats John Lewis in best Christmas ad poll

Marks & Spencer has seen off retailer of the moment John Lewis to top a poll of the best retail Christmas adverts in research compiled by City Numbers.

Despite a third of consumers reporting that Christmas brand marketing leaves them unmoved the survey did distil some wider patterns in consumer attitudes toward British retailers, with upstart supermarket chain Aldi getting one up on its embedded rival once again.

Craig Busst, managing director, City Numbers commented, “I’m surprised to see that John Lewis hasn’t come out on top here, especially considering the anticipation that now surrounds the unveiling of the store’s festive adverts every year. The recent excitement around its 2014 TV advert featuring Monty the penguin practically reached fever pitch.”

Nevertheless John Lewis beat off rival department stores, such as Debenhams, which came in sixth.

37 per cent of respondents rated the biggest effect of the festive marketing blitz making people feel good, slightly more than the 32 per cent who claimed such content moved them not a jot.

Asked what would improve Christmas marketing and advertising 30 per cent plumped for ‘less is more’ whilst 22 per cent went for a more personalised experience and reduced focus on sales.

Busst concluded: “What makes timing a Christmas campaign difficult is that about a quarter of consumers start preparing and shopping for Christmas before November even. Retailers need to strike a fine balance between appealing to these early shoppers, potentially with targeted advertising, and not incurring the wrath of those who become irritable when Christmas marketing kicks in by running mass media campaigns too early.”

Top 10 Christmas advertising and marketing campaigns

1. Marks and Spencer

2. John Lewis

3. Aldi

4. Tesco

5. Sainsbury’s

6. Debenhams

7. Iceland

8. Asda

9. Lidl

10. Boots