Boots' 2023 Christmas campaign features a story of a mother and daughter on a mission to pay back Santa, ensuring they extend the same generosity to others along the way. Building on the longstanding Boots Christmas theme of 'giving joy,' the ad highlights the importance of everyday empathy.

Christmas advertising is a tricky prospect in the UK this year, with brands struggling to reconcile recession concerns with the usual roster of fairytale, whimsy, and commerce. As traditional festive storytelling clashes with a harsh reality, which brands have made their ads work, and how?

Britons are starting Christmas shopping early in 2023 as more people seek to plan and budget in the face of continued price rises. With inflationary pressures set to shape spending, brands are acknowledging constrained consumer appetites and celebrating what really matters at Christmas.

Against a backdrop of rising inflation and a plummeting pound, consumer confidence in the UK is reaching record lows ahead of winter 2022. How are mounting concerns about the economy impacting everyday spending habits? And how can brands help as the country looks ahead to a recession?