Supermarket chain Iceland has scrapped its Christmas advert this year to “support its customers”.

The managing director of the company said the decision was a “no-brainer” as nearly a third plan to spend less this Christmas.

In a post on X, formerly Twitter, Richard Walker said: “Rather than spend millions creating and sharing a TV ad, we chose to invest the money supporting our customers during the cost of living crisis.”

Last year, the supermarket, which has its headquarters in Deeside, Flintshire, created a World Cup-themed Christmas advert featuring Noddy Holder and Brian Blessed.

This year will see advertisers spend a record amount of £9.5bn during the Christmas season, according to data released by the Advertising Association and the World Advertising Research Centre.

That is an increase of 4.8% from last year’s record spend of £9bn.

In recent years, something of a Christmas advert battle has begun, with brands hoping for the strongest message and greatest star power.

Among the celebrities featuring this year are comedian Dawn French and Wrexham FC owners Ryan Reynolds and Rob McElhenney in the M&S Food advert.

Michael Bublé stars in the Asda Christmas ad, with Rick Astley popping up in the Sainsbury’s festive video and Graham Norton appears in Waitrose’s offering.

Read more:
Which toys will be top of Christmas lists this year?
M&S pulls ad after Palestinian flag controversy
Viewers divided on new John Lewis festive ad

Be the first to get Breaking News

Install the Sky News app for free

Research commissioned by Deloitte suggests consumers are planning to spend more this Christmas than last year.

But 29% still say they will spend less than in previous years, down from the 39% that said so last year.

Related posts:

£2.3bn Aggreko takeover in doubt as Liontrust rebels against board Ex-MEP Swinburne picked for key City lobbying post RFU executive Massie-Taylor in scrum to replace Premiership boss Energy supplier Green to cease trading as it becomes latest casualty of energy crisis YO! owner picks float line-up as listings brace for Ukraine volatility New sanctions pack bigger punch – but German opposition could stymie SWIFT measure Energy bills forecast to rise even higher than previously thought Events start-up Pollen on brink of collapse months after $150m fundraising Fresh rail strikes to hit peak Christmas travel, RMT union announces Around 33,000 more civil servants to join 100,000 already walking out next month Effects of interest rate hikes pushing economy towards ‘recession’ Nokia to cut up to 14,000 jobs in cost-cutting drive