The first Christmas advertisements this year came from both Aldi and Lidl on November 1st, just a day after Halloween. Many people tend to complain or claim that these advertisements are coming earlier and earlier each year.
A reason for this is that each brand wants to out perform each other; particularly supermarkets. This means that if for example Asda choose to release their Christmas advertisements on the 11th November one year and Morrisons released their advertisement on the 15th November, they would be a full four days behind Asda and their festive advertisements. With this in mind, the next year they are likely to release their Christmas advertisements earlier in the year, to tackle this problem.
Andy Atkinson, Interim marketing director of Morrisons acknowledges this trend, stating that they were 'one of the last' to release their Christmas advertisements, which he felt was 'inappropriate'.
This seems to be something that will likely continue. If companies continue to release their advertisements earlier each year, other companies will be forced to follow suit.
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