Christmas ad season begins as retailers hope for a happier end to tough year

The Christmas ad season is beginning as retailers seek to win consumers’ hearts and ultimately their wallets after a tough year on the high street.

Argos and Currys PC World are both launching their festive campaigns as November begins, with the former relying on a mischievous impish creature who is foiled in its quest to cause chaos around the house by one of the retailer’s Fast Track delivery drivers.

The ad airs for the first time tonight during Coronation Street on ITV and Gogglebox on Channel 4 from 9pm.

Currys PC World is also hitting screens ahead of the pack with its festive offering showing the potential of modern-day technology to upgrade Christmas.

Scenes show carol singers using Microsoft Surface Pro tablets in place of hymn books and a woman using Google Home Hub to play Christmas tunes to her house guest, through to a street vendor selling roast chestnuts that have been heated to perfection in an AEG steam oven.

Retailers will be hoping that consumers shake off their pre-Brexit dip in confidence and start spending soon after a torrid year on the high street.

Waitrose has reported sales of mince pies, advent calendars and stollen are already starting to rise, while John Lewis said gift food sales were up 14% last week.

Marks & Spencer also said consumers were embracing Christmas already after the long summer, with festive food orders up 13% on the year, higher than ever before at this stage in the season.

Sales of mince pies are up 35% on last year, and the retailer said it has had to treble the order for yule logs as customers stocked up early.

An M&S spokeswoman said: “Thanks to the unusually long British summer we all enjoyed, customers have been embracing the festive season and enjoying an early taste of Christmas.

“Christmas essentials such as mince pies are flying off shelves, and people are putting their orders in for the big day earlier than ever before.”