Recent developments highlight a trend among supermarkets and brands to engage shoppers with festive promotions for Christmas 2024. Several grocery retailers have introduced innovative advent calendar schemes designed to enhance customer loyalty and drive in-store traffic.
M&S has announced the discontinuation of its ’12 Days of Sparks’ initiative. Initially launched two years ago, this digital advent calendar was intended to offer customers discounts and free goods through the Sparks app. Despite a challenging start in 2022 due to customer dissatisfaction with the gifts and app issues, the scheme saw significant improvement in 2023, with millions of engagements. However, the retailer has opted not to continue this programme into 2024, focusing on other seasonal strategies instead.
Morrisons has unveiled a ’12 Days of Christmas’ campaign exclusively for members of its More loyalty scheme. This invitation-only promotion runs from 1 to 12 December, offering members daily gifts, including discounts, additional points, or complimentary items. Participants need to use the Morrisons app to access their rewards, which are time-limited. Additionally, the supermarket reintroduces its ‘Christmas Collector’ challenge, providing selected customers with the opportunity to earn rewards through increased spending.
Tesco is also leveraging the festive season with its ‘Christmas Countdown’. Clubcard users can participate in six different spending challenges, such as purchasing Christmas cards, clothing, and gift sets. The programme, lasting from 11 November to 22 December, culminates in a redeemable coupon for successful participants. This approach contrasts with its previous ‘Win Your Christmas Shop’ initiative, which is not being continued.
Aldi announces its ‘Big Advent Giveaway’, allowing a customer each day to receive their groceries for free until 24 December. Meanwhile, Lidl offers a digital advent calendar through its app, rewarding daily users with discount coupons for in-store purchases, on products like chocolate and other festive goods.
Cadbury continues its well-received ‘Secret Santa Postal Service’, encouraging the public to send free chocolates to friends and family across the UK. This initiative is supported by promotional materials in public spaces.
Coca-Cola revives its famous red Santa truck tour throughout the UK, coupled with a promotional prize draw. By purchasing specially marked Coca-Cola products, customers can enter this free draw to win shopping vouchers worth £50.
As the holiday season approaches, retailers are employing varied strategies to attract consumers with enticing promotions. These advent calendar initiatives reflect a broader trend towards personalised customer engagement and loyalty-building tactics, promising exciting opportunities for those participating during the festive period.
