Christmas at Tesco has evolved significantly over the years, reflecting broader societal changes and consumer preferences. The 2018 campaign, “However You Do Christmas,” exemplified this evolution by recognizing the UK’s diverse Christmas traditions amidst a backdrop of uncertainty due to Brexit (Smith, n.d.). This campaign was a response to extensive research conducted by Tesco that aimed to understand how different demographics celebrate Christmas across the nation. By emphasizing inclusivity and adaptability, Tesco successfully catered to varied consumer needs, resulting in a remarkable 2.6% sales uplift and marking their best Christmas performance in a decade.In more recent developments, Tesco’s focus has shifted towards addressing contemporary economic challenges faced by consumers. According to research published in October 2023, an increasing number of Britons plan to host parties at home due to rising living costs (Bayford, 2023). This trend reflects a significant cultural shift as younger generations prioritize home gatherings over traditional outings. The survey revealed that approximately one-third of individuals aged 25-34 intend to utilize their living spaces for festive celebrations—a notable increase from previous years. Such insights not only inform Tesco’s marketing strategies but also underscore the retailer’s role in adapting its offerings to meet evolving consumer behaviors during the holiday season.The latest campaign from Tesco captures this spirit with its “weird and wonderful” theme designed by BBH (Houston, 2023). It highlights the excitement leading up to Christmas through imaginative storytelling that resonates with audiences of all ages. By portraying characters transforming into festive symbols—such as reindeer or gingerbread biscuits—the advertisement seeks to evoke joy while acknowledging that many people find greater pleasure in preparation rather than the day itself. Through these innovative approaches, Tesco continues to solidify its position as a central player in shaping modern British Christmas traditions.