Unwrapping Christmas: How Retail Brands Use Storytelling to Engage Consumers During the Holidays

Abstract

The aim of this research is to explore emotional appeals and narrative structure in contemporary Christmas advertisements, focusing on how retailers evoke emotional resonance to engage audiences. Embracing a mixed-method approach, the study assessed fifteen advertisements (2020-2024) from renowned retail brands like John Lewis, Amazon, Apple, Coca-Cola, and Doc Morris by using quantitative coding of emotional appeals (nostalgia, joy, empathy) alongside qualitative narrative analysis guided by Fisher’s Narrative Paradigm Theory. Findings reveal empathy as the dominant emotional appeal, fundamentally delivered through visual storytelling while supported by coherent and culturally truthful narratives that foster audience connection. All in all, the study introduces a new theoretical framework for effective festive advertising campaigns but requires broader validation regarding cultural context and audience demographics to achieve thorough narrative strategies.