Christmas comes earlier than ever as Freemans launches festive campaign

It's not yet Halloween but digital department store Freemans has already unveiled its 2023 Christmas campaign.

In what is expected to be a tough trading season for retailers, Freemans is hoping to encourage shoppers spread the cost of Christmas by launching its campaign at the earliest time in its 118-year history.

The eye-catching campaign, based around its new Made You Look concept, has dropped a week earlier than last year and comes shortly after Freemans revealed it was closing its printed catalogue, upon which the business was first built, as shoppers have shifted online.

Multiple touch-points will be covered in the campaign, including a TV ad, premiering tomorrow (28 October) and running until 15 December. The ads will appear on some of the biggest shows across ITV, Channel 4 and Channel 5 including Coronation Street, Emmerdale, Yorkshire Vet, Home & Away and Julia Bradbury’s Irish Journey.

For the first time ‘out of home’ activity will be trialled regionally, as well as extensive digital campaign amplification through all owned channels and significant investment in paid channels including YouTube, Pinterest, Instagram and Facebook.

Hero products pushed in the colourful campaign include partywear, shoes, knitwear, handbags, festive pyjamas, socks, toys, Christmas decorations, perfume, a ‘magical’ kettle, as well as gift accessories for dogs.

Freemans is aiming to retain its exist customer based, typically the 45-plus female shoppers, as well as attract a new audience with the campaign and is hoping that getting ahead of the pack (most Christmas campaigns begin in early November) will help.

Richard Cristofoli, chief customer officer, Freemans said: “Customers are telling us they are actively looking for Christmas home, party and gift ideas earlier than ever as cost-of-living pressures mean spreading the cost is more important than ever. As such we made the decision to go earlier than ever before with Christmas at Freemans.

“It allows us to showcase the breadth of the offer, in a fun and standout way and keeps the momentum going at pace, from our already well received Made You Look, AW23 campaign which has seen visits increase and driven new customers to shop with us,” added Richard.