In a significant shift, M&S has decided to discontinue its festive advent calendar, ’12 Days of Sparks’, sparking interest in what other retailers have planned for Christmas 2024.
In 2023, M&S’s ’12 Days of Sparks’ was met with a warm reception, with more than 6 million doors opened within the first five days. Customers were eager to participate, especially with the chance to win a £10,000 gift card. However, despite its previous success, M&S has chosen to discontinue the initiative, as confirmed by Sharry Cramond, the M&S Food marketing and loyalty director.
Meanwhile, Morrisons has introduced its ’12 Days of Christmas’ promotion, exclusive to members of its Morrisons More loyalty scheme. The initiative, running from 1 December to 12 December, offers invited customers daily gifts ranging from product discounts to free goods. As with many advent offerings, each day’s window must be opened within 24 hours, making the experience timely and engaging for participants.
Alongside, Morrisons is also continuing its ‘Christmas collector’ campaign for 2024. This five-week initiative allows selected customers to partake in a spending challenge, unlocking festive promotions leading up to mid-December.
Tesco, another major player, has launched the ‘Christmas Countdown’, a series of spending challenges for its Clubcard users. Covering areas such as Christmas cards and party food, these challenges run from 11 November to 22 December, rewarding successful participants with coupons valid until early January. Notably, Tesco has not relaunched its ‘Win Your Christmas Shop’ initiative this year.
Aldi offers shoppers its ‘Big Advent Giveaway’ throughout the festive period, granting one lucky customer per day a complimentary shopping experience up to the value of £100. This initiative continues until Christmas Eve, enhancing the festive cheer.
Lidl has opted for a digital approach with its advent calendar, offering its Lidl Plus members discounts and rewards through its app until 24 December. Shoppers can reveal surprise coupons by engaging with the app daily.
Cadbury’s ‘Secret Santa Postal Service’ is also back, allowing individuals to send free chocolates to loved ones across the UK. The service, advertised through posters nationwide, can be accessed in public places, including bus stops and train stations.
Moreover, Coca-Cola has reintroduced its red Santa trucks, creating festive excitement with promotional activities and gifts. By scanning QR codes on themed Coca-Cola products, customers can win shopping vouchers as part of a prize draw running throughout the holiday season.
As Christmas approaches, retailers are intensifying their promotional efforts with creative advent calendars and holiday initiatives. Each company is striving to capture consumer attention and boost festive sales through unique offerings.
