While people are craving memorable and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing and extreme tourism, while others are tapping into more gentle, inward-looking, and contemplative experiences.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Disney's 2024 holiday ad, directed by Taika Waititi, showcases the magical friendship between a boy and an octopus. Emphasising emotional resonance, it joins other Christmas spots offering joyful escapism and genuine connection amid difficult times, reflecting a growing desire for heartwarming ads.

Amazon Fresh is introducing a price-matching scheme against Tesco's Clubcard program. With people looking for satisfying ways of saving, taking on a low-cost supermarket's loyalty scheme and giving people the satisfaction of scooping low prices can build brand loyalty among bargain hunters.

IKEA Spain is encouraging people to take the pressure off and slow down this festive season. With all the chaos of planning for Christmas, it can be easy to forget to sit back and enjoy it. This ad is a reminder of what’s important, or more pointedly what isn’t important this Christmas.

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.