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How this year's Christmas ads are navigating the cost of living crisis

By Karen Middleton, Senior Lecturer in Marketing and Advertising, University of Portsmouth

Christmas adverts have become a festive and highly competitive tradition. They are critiqued and compared, enjoyed and endured, and (retailers hope) viewed by millions of potential customers.

The amount retailers spend on Christmas marketing campaigns is significant, but not surprising. The season is a pivotal time in the retail calendar, with November and December accounting for more than 20%…

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