Why big shops are trying to sell you a glamorous Christmas

By Lorna Stevens, Senior Lecturer (Associate Professor) in Strategic Marketing, University of Bath

In the dark months of winter, the warm glow of Christmas fairy lights and flickering candles brings some welcome atmospheric respite. And that atmosphere is something many retailers try to capture as they tempt shoppers with their festive marketing campaigns.

The John Lewis Christmas advert for example, has become a seasonal staple, while rival Marks and Spencer has found success with its “Magic and Sparkle” campaign, which plays on the company’s brand name.

There are many more. Christmas is…

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