Are Christmas ads launching earlier each year?

07 November 2025

It certainly feels like Christmas advertising is appearing earlier and earlier each year, and 2025 seems to be no exception. Debenhams launched its “Debenhams Delivered” campaign at the end of October, starring Olivia Attwood, Peter Crouch and Judi Love. A few days later, on 4 November, John Lewis & Partners unveiled their Christmas advert, arriving almost ten days earlier than usual, while Asda launched its Grinch-themed campaign on 1 November. It isn’t just the major retail players either; Marks & Spencer and Sainsbury’s have also started their Christmas campaigns earlier than usual, signalling a clear shift in the timing of the UK festive season.