![Who won Christmas 2023?](https://ygo-assets-websites-editorial-emea.yougov.net/images/retailers.original.jpg)
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).
![null](https://ygo-assets-websites-editorial-emea.yougov.net/images/1200x627px-Who-Won-Christmas-Rankings-li-04.format-webp.webp)
Christmas advertisers in 2023
![null](https://ygo-assets-websites-editorial-emea.yougov.net/images/1200x627px-Who-Won-Christmas-Rankings-li-01.format-webp.webp)
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.
![null](https://ygo-assets-websites-editorial-emea.yougov.net/images/1200x627px-Who-Won-Christmas-Rankings-li-03.format-webp.webp)
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.