The annual buzz around the John Lewis Christmas advert is in full swing, the 2025 installment has dropped, and marketers and the media are dissecting every frame.

So, what can a smaller brand learn from this grand showcase of storytelling, emotion and timing? Here are some takeaways for your own festive marketing playbook:

1. Launch Early, but Make It Meaningful -John Lewis aired its 2025 ad around ten days earlier than last year. The point? The festive season is longer, the competition is stronger, and brands are trying to lock in attention early. What you can do: If you’re a smaller brand, use this earlier window to start your story, tease your campaign and build momentum, not just hit people when they’re already fatigued by Christmas messaging.
2. Use Emotion and Storytelling That Feels Real - This year’s ad centres on a father‑son gift moment: the son gives his father a vinyl record of a 90s house track, the music triggers memories and connection. The tagline? “If you can’t find the words, find the gift.” What you can do: You don’t need blockbuster budgets to tell a simple, authentic story. Think: which relationship, moment or feeling your audience will recognise?
3. Make the Gift or Offering the Hero - The narrative isn’t just about emotion; it’s about the gift as the bridge. The vinyl becomes the vehicle for connection. What you can do: What is your gift in this season - tangible or intangible? How can you position it as meaningful rather than just another product? For smaller brands, that could mean highlighting the story behind the product or the experience it enables.
4. Leverage Nostalgia (With A Twist) - Nostalgia is strong this year; 90s nightclub memories, vinyl records and generational connection. What you can do: Nostalgia doesn’t mean “look back” only; it can mean “remember why you started” or “what first made you care”. Schools, charities, golf clubs, local businesses can evoke local heritage, past milestones or shared memories that are unique to them.
5. Integrate Your Story Across Channels - The John Lewis campaign isn’t just a TV ad — there’s a soundtrack release, in‑store experience, social tie‑ins. What you can do: Even if you’re small, think cross‑channel. Could you pair your holiday message with a small live event, a behind‑the‑scenes video, a user‑generated content push or a local community tie‑in? Integration builds depth.
6. Be Consistent — But Don’t Be Predictable - Some commentary suggests this year’s John Lewis ad swings back to a more mature, less whimsical tone. What you can do: For smaller brands, this is an advantage. You can pivot faster, try something new, be more local or niche. Don’t feel constrained by “how Christmas ads must be done”.
7. Know Your Audience — And Their Emotion - John Lewis this year is deliberately appealing to an audience that remembers clubbing in the 90s (and their teenage kids), that insight drives the music, setting and emotional tone. What you can do: Look at your audience for example charities could look at emotions such as giving, reflection, recovery.  Smaller businesses; cost‑of‑living, value, community. The key is to tailor your message accordingly.

Final Thought

Even if you’re not operating at John Lewis scale (and who is?), the lessons from their festive campaign are clear:

• start early
• tell a human story
• centre the value or “gift” you bring
• use emotion wisely
• integrate your channels
• stay true to your audience

As you prepare for the festive season, consider what story you’re focusing on, and how you’re making it meaningful, not just visible.