Who won Christmas 2023?

YouGov’s Christmas campaign tracker 2023 followed the progress of retailers across various sectors as they sought to claim eyeballs – and customers – over the course of the festive season. With the festive season long over, and with some members of the public struggling to keep their New Year’s resolutions, we can announce a “winner” in terms of Ad Awareness for Christmas 2024. With a score of 47.0, Marks & Spencer’s grocery arm improved +20.9 points compared to its score on 1 November (26.1).

Christmas advertisers in 2023

The brand beat its nearest competition – McDonald’s, who registered a final score of 44.5 on December 31, 2023.

Perhaps even more strikingly, this wasn’t even M&S’s only appearance in the top five: with a score of 38.3, the retailer also claimed fourth spot – just behind Aldi (38.5), and just ahead of Tesco (38.0).

M&S also wins most improved 

M&S scores as a supermarket also represents a +4.8 improvement on its final 2022 scores of 42.2 – enough to give it the “most improved” title for 2023. It also claims second spot through its High Street Fashion arm, with scores rising +3.9 points.

Amazon saw scores improve by 2.0 points on 2022, while Waitrose saw an uplift of 1.7. Apple rounds out the top five with an improved score of 1.6.