John Lewis Christmas: Expert explains adverts' popularity

Retailer John Lewis has released its annual Christmas TV advert. 

Nick Walker, an expert in consumer behaviour, explains why the store’s Christmas TV adverts have been successful.

For interviews, contact the University of Reading Press Office on 0118 378 5757 or pressoffice@reading.ac.uk. 

Nick Walker, Co-Programme Director, Consumer Behaviour and Marketing at the University of Reading, said: “John Lewis adverts draw on emotions such as love, family, nostalgia and generosity that have broad appeal. What's interesting is how these themes connect with different audiences, who may relate to the same story in quite different ways. 

“The new John Lewis Christmas advert is really compelling and quite moving. The grandmother in the advert decides to create a room where she can spend quality time with her family. Many people will empathise with that scenario and decide to visit the store based on their connection with the themes of the advert. 

“Rather than explicitly selling products, John Lewis uses storytelling to capture attention and create emotional connections. In an environment where consumers are bombarded with advertising, it's particularly interesting that people actively anticipate and seek out these adverts. 

“People will encounter this year's advert on television, YouTube, streaming platforms and social media. Different platforms create different challenges for capturing and sustaining attention, so the advert’s creators must think about how to appeal to a broad and diverse audience.”