Consumers look forward to seeing Christmas adverts this year following the pandemic.

After a very different Christmas in 2020 due to the pandemic, it appears we are ready for the return of festive cheer in advertising.

A third (36%) of people want to see a festive tone in ads this year, followed by a quarter of people (24%) who would like ads to be upbeat or optimistic. A fifth (21%) want ads to be funny, while 17% want Christmas ads in 2021 to be nostalgic. Just 5% of people feel they should be focused on Covid. (Source IPA, Opinium)

Unsurprisingly 52% of UK adults plan to make the most of Christmas this year with 51% hoping to eat out, go shopping and visit attractions this Christmas, rising to 72% among 18- to 24-year-olds. Just under half (45%) of UK adults also plan to see more of friends and family than they normally would.

Meanwhile, the study also shows online grocery delivery services are likely to be more popular among men (26%) than women (15%), with Londoners (35%) and those aged 18 to 34 (39%) most likely to use this kind of service.

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