Debenhams launches 'Giftastic' Christmas campaign with real families

By

Sandra Halliday

Published
Nov 11, 2020

Debenhams may be under huge pressure at the moment as the hunt for new owners goes on, but the business-as-usual work of operating the retailer continues and that means the launch of its Christmas campaign.

Debuting on Wednesday, it focuses on “thoughtful gifting for all the family”. For the first time in the brand’s history, the Christmas campaign “features and celebrates real families from across the UK”. 

That’s a trend being seen at a number of fashion-focused retailers this year as they seek to make stronger connections with their customers and reflect the seismic shift that the year’s events have cause to the way consumers think and shop.

The company said that its regional stores supported the search for the cast of this year’s “Giftastic” campaign, looking for “real families who have proved themselves to be Debenhams’ most dedicated Christmas shoppers”.

They “reflect the UK population’s diversity [and] showcase what Christmas really means to them and how they celebrate this magical time of year with love being at the centre of each and everyone’s stories”.

The retailer remains a major gifting destination for UK shoppers and with beauty having been a big focus for it in recent years, it said “beauty gifts are particularly key to this year’s campaign and continue to be the most sought-after gift for Christmas wish lists”.

The campaign showcases luxury names including Tiffany & Co and Acqua di Parma, although it also stresses that gift sets are available from prices starting at £5. It also said it has “the biggest range of 3-for-2 on the high street”.

The campaign was put together by “creatives, producers and musicians globally whilst working from home during Covid 19 restrictions”. It will run across digital, social media and print.