Marks & Spencer takes on John Lewis in UK Christmas ad battle

The annual festive advertising race in the United Kingdom has intensified as high-street competitors battle for seasonal shoppers. For years, the Christmas commercial moment has been closely associated with John Lewis, whose emotional stories and piano ballads provided a cultural advantage for the department store. This season, however, Marks & Spencer has introduced a lively campaign featuring a youthful Mr and Mrs Claus, starring James Norton and Lucy Punch.

The M&S commercial includes a widely shared sequence of Norton shirtless underneath a white cotton towel. Men’s Health magazine referred to him as a shredded Santa, noting that his physique contrasts with traditional representations. Meanwhile, the John Lewis campaign features Kristin Scott Thomas as a glamorous grandmother turning a room into a gran cave, though its depiction of a large home drew criticism for appearing disconnected from current economic conditions.

Unlike in previous years, M&S has integrated fashion, food, beauty, and homeware into a single advertisement instead of separate clips. Norton portrays an undercover Santa who shaves his beard to experience the festive season incognito, while Punch plays a snobbish Mrs Claus. The narrative highlights shared experiences rather than solely focusing on physical presents, though all items shown in the commercial are available for purchase. Conversely, the John Lewis strategy focuses on giving physical gifts instead of monetary presents.

Festive commercials from major retailers highlight contrasting lifestyle portrayals and marketing strategies.

Both retailers face significant pressure amid a challenging consumer market. Marks & Spencer is recovering from a 2025 cyber incident that closed its website for more than six weeks and cost over one hundred million pounds. John Lewis is working to boost consumer interest while managing rising expenses and declining confidence. Retail analysts note that John Lewis targets an affluent demographic with paid mortgages, which risks alienating mass-market consumers, whereas the M&S strategy aligns its food and fashion sectors to appeal to younger shoppers.

Why it matters

The contrasting festive campaigns illustrate how major high-street brands are adapting their marketing approaches to reach different consumer segments during tough economic conditions. These strategies directly influence seasonal retail sales and brand perception across the market.